Managing ever-growing waitlists has become one of the most significant challenges facing admissions teams at private and independent schools. With parents applying at multiple schools and expecting more than ever from each of them, the school admissions environment has become increasingly frantic with frequent emotionally charged conversations with families. Although there’s no quick-fix solution, managers can lean into technology, policies, and processes to help lessen the strain and support their teams.
Before the COVID-19 pandemic, waitlists were not a major concern for most schools. In the years since, the school landscape has changed dramatically, and most schools now face a waitlist issue of some sort. For some schools, long waitlists apply at every year level, whereas for others, waitlists only apply at peak entry years. In other instances, there's an issue with waitlisting specific to one gender, leaving schools with a gap or imbalance.
Parents today are more proactive during the admissions process, often placing their children on multiple waitlists and weighing up the decision with a keen eye. Higher expectations are putting pressure on admissions teams in various ways, most notably the volume of communication. Compounding this stress is the fact that — according to a recent Digistorm survey — the average size of an admissions team has remained unchanged, with 62% of schools reporting that just 1 or 2 people handle their school’s admissions. This is putting additional pressure on already stretched team members.
Admissions teams — who could previously accommodate all applicants — now find themselves in the difficult position of having to turn families away. These conversations are emotionally charged, as parents are deeply invested in their children’s education and have often waited years in hope of a positive outcome.
A strong enrollment policy is essential for any school managing a waitlist. Every decision should be guided by this policy, and it should be clearly visible and accessible. This transparency helps manage parents' expectations from the outset and avoids any surprises down the track.
Being open about your admissions process, timelines, and what parents can expect is crucial for keeping families happy. This can be achieved through comprehensive FAQ documents on your website and using tools like Digistorm Funnel to send automated reminders and updates to parents. This will also lessen workloads by reducing the number of questions coming in.
Equip your admissions team with the skills to handle tough conversations empathetically. In larger teams, establish a consistent approach to these discussions so that everyone is on the same page. For smaller teams or solo admissions officers, building a network with other schools can provide valuable support and spark ideas.
Tools like Digistorm Funnel can help schools identify the best-fit families through lead scoring. This involves assigning points based on criteria important to the school, such as religious affiliation, siblings enrolled or alumni connections. This method streamlines the selection process, ensuring that the top candidates are prioritized. You may even be able to move some families off your waitlist sooner.
Managing school waitlists is undoubtedly challenging, especially given how emotionally involved most parents are in the school decision. By implementing clear policies, maintaining transparency, training staff for difficult conversations and leveraging technology, schools can navigate these challenges more effectively. This approach not only helps manage parent expectations but also ensures a smoother admissions process for all involved.