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How to Communicate Best with Parents in the Digital Age: Text, Twitter, Email, Call

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How to Communicate Best with Parents in the Digital Age: Text, Twitter, Email, Call - FETC 2018 presentation by Julie Evans

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How to Communicate Best with Parents in the Digital Age: Text, Twitter, Email, Call

  1. 1. Presented by: Dr. Julie A. Evans CEO, Project Tomorrow @JulieEvans_PT How to Communicate Best With Parents in the Digital Age: Text, Twitter, Email, Call
  2. 2. Today’s Discussion ▪ About Project Tomorrow and the Speak Up Research Project ▪ Text, Twitter, Email, Call: ▪ Current environment for parental engagement in schools ▪ Parents’ preferences & satisfaction with communications methods ▪ Comparisons with administrators’ values and perspectives ▪ Glimpse into the future ▪ Project Tomorrow resources to support your work: new report! ▪ Your questions, comments, thoughts – let’s discuss!
  3. 3. Tweet with us! @JulieEvans_PT @SpeakUpEd #FETC18
  4. 4. @Project Tomorrow 2017 Getting to know you!
  5. 5. About Project Tomorrow ▪ Nonprofit education organization supporting K-12 education since 1996 ▪ Mission is to ensure today’s students are well prepared for the future ▪ Programs and research focus on role of digital tools within the education ecosystem o Speak Up Research Project on Digital Learning: collecting & reporting on the authentic feedback of K-12 stakeholders to inform federal, state & local programs and policies
  6. 6. About the Speak Up Project on Digital Learning ▪ Annual research project since 2003 ▪ Uses online surveys + focus groups ▪ Facilitated through schools and districts with support from state DOE ▪ Online surveys for: K-12 Students, Teachers, Parents, Administrators, and Community Members ▪ All K-12 schools are eligible to participate
  7. 7. About the Speak Up Project ▪ Participating schools and districts get access to all locally collected data + state and national data for benchmarks ▪ National data is reported via white papers and infographics – and used regularly by edu orgs & policymakers ▪ 100% free service for schools/districts Since 2003, 5 million Speak Up surveys submitted
  8. 8. About the Speak Up Project Topics covered include: ✓ Use of technology to support learning – formal and informal ✓ School climate for innovation ✓ College and career ready skill development ✓ Leadership challenges ✓ Teachers’ needs and professional learning experiences ✓ Valuations of different stakeholders on digital learning ✓ Emerging trends with digital tools, content and resources ✓ New classroom models ✓ School to home communications ✓ Designing the ultimate school
  9. 9. “Without data, you are just another person with an opinion …” Introducing the Speak Up Project to inform new discussions and better decision- making around your community engagement plans
  10. 10. @Project Tomorrow 2017 National participation in Speak Up 2016: 514,085 Survey Audience # of Surveys Submitted K-12 Students 435,510 Teachers & Librarians 38,512 Parents 29,670 Administrators 4,592 Community Members 5,801 About schools and districts: 2,445 schools, 7,123 districts 26% urban, 36% rural, 38% suburban, 57% title 1 eligible
  11. 11. Key trends from our research … • Greater emphasis on students’ global skill preparation • Value of personalized learning on the rise • Acceptance of new learning models • Increasing criticality for connectivity at school and home • Learning as a 24/7 enterprise for students • New expectations from parents – increasingly, digital • Heightened importance of effective communications
  12. 12. Let’s talk about parent communications “In this complex world, it takes more than a good school to educate children. And it takes more than a good home. It takes these two major educational institutions working together.” Dorothy Rich, author of MegaSkills®
  13. 13. Let’s talk about parent communications ✓ What do parents say are effective communications with their child’s teacher and the school or district? ✓ How satisfied are they with current methodologies? ✓ Are we meeting expectations? ✓ What can we learn from this research to inform our local efforts?
  14. 14. @Project Tomorrow 2017 Speak Up 2016 findings from parents of school-aged children nationwide 29,670 parents nationwide 80% mothers Child’s grade band: • PreK – Gr 2: 36% • Gr 3-5: 35% • Gr 6-8: 34% • Gr 9-12: 32% Age distribution: • 20s – 4%, 30s – 32%, • 40s – 47%, +50 – 16%
  15. 15. @Project Tomorrow 2017 Administrators and Communications Issues • 1/3 of school site administrators say communications with parents is a major challenge – an issue that “wakes them up in the middle of the night” • But 88% say they are using social media more to communicate and engage with parents – and 61% are seeing a positive impact from that o 18% increase in administrators seeing that positive impact in one year from 2015 to 2016 • 72% say it is essential for new teachers to learn about how to use technology to communicate and engage with parents and students during their pre-service education
  16. 16. @Project Tomorrow 2017 Administrators and Communications Issues • New classroom models are driving increased urgency for improved communications and engagement Example: Blended learning environments ✓ 48% of school principals say their schools are blending learning now ✓ 50% of parents endorse blended learning as good for their child
  17. 17. @Project Tomorrow 2017 Administrators and Communications Issues • New classroom models are driving increased urgency for improved communications and engagement Example: Blended learning environments Benefits of blended learning: ✓ Improves school to home communications ✓ Results in more engaged parents ✓ Ensures students, teachers and parents on the same page regarding student progress
  18. 18. @Project Tomorrow 2017 Administrators and Communications Issues • New classroom models are driving increased urgency for improved communications and engagement Example: Blended learning environments Challenges of blended learning: ✓ High levels of communications required so that parents know their roles and responsibilities regarding blended learning
  19. 19. @Project Tomorrow 2017 Value of mobile devices to help improve family/parent involvement o 54% of parents say the inclusion of mobile devices within school day improves teacher- parent-student communications as well as student engagement in learning
  20. 20. @Project Tomorrow 2017 Parents want to be involved in their child’s education We asked: What do you want to know more about? o Recommendations from my child’s school about apps they can use at home to support learning o How to work with their child’s teacher to improve learning opportunities o Types of technology and workplace skills my child is learning at school o What technology to have at home to support my child’s learning
  21. 21. @Project Tomorrow 2017 Parents want to be involved in their child’s education We asked: What do you want to know more about? o Recommendations from my child’s school about apps they can use at home to support learning o How to work with their child’s teacher to improve learning opportunities ❖ 68% of district communications officers say their district is providing information such as this! o Types of technology and workplace skills my child is learning at school o What technology to have at home to support my child’s learning
  22. 22. @Project Tomorrow 2017 What do parents know about their local schools? Information % of parents from small sized districts (< 5k students) % of parents from medium sized districts (5k – 25k students) % of parents from large sized districts (>25K students) School academic performance comparatives 55% 51% 59% Percentage of high school graduates at local schools 34% 28% 38% Percentage of graduates who go to college 31% 27% 39% Identification of schools that need improvement 28% 30% 28% Trends in academic performance per school 24% 23% 29% Qualifications of teachers in local schools 24% 24% 24%
  23. 23. @Project Tomorrow 2017 What do parents know about their local schools? How are they finding this information? 1. Word of mouth 36% 2. 3rd party aggregator of school info (i.e., GreatSchools.net) 25% 3. State education websites 24% 4. School websites 24% 5. District websites 23%
  24. 24. Two types of communications ▪ Teacher to home communications regarding individual child information or academic progress ▪ School or district communications regarding general information, events or notifications
  25. 25. @Project Tomorrow 2017 Overall parental satisfaction with current communications strategies 66% of parents are satisfied with teacher to home communications o 32% of parents overall say they are very satisfied o 39% of parents in urban communities say they are very satisfied 76% of parents are satisfied with district to home communications o 36% are very satisfied o 40% of parents in urban communities say they are very satisfied
  26. 26. @Project Tomorrow 2017 Parent satisfaction with current communications strategies 66% of parents are satisfied with teacher to home communications o 32% of parents overall say they are very satisfied o 39% of parents in urban communities say they are very satisfied 76% of parents are satisfied with district to home communications o 36% are very satisfied o 40% of parents in urban communities say they are very satisfied Lowest satisfaction level all communications? Depends upon tech skill proficiency! o Parents with advanced tech skills: only 31% are very satisfied o Parents with beginner skills: 43% are very satisfied
  27. 27. Teacher to home communications regarding individual child information or academic progress
  28. 28. @Project Tomorrow 2017 Parent satisfaction with current communications strategies: Teacher to home re: individual child 14% 21% 24% 33% 38% 35% 42% 23% 19% ES Parents MS Parents HS Parents Dissatisfied Somewhat satisfied Very satisfied
  29. 29. @Project Tomorrow 2017 Parents’ assessment of most effective way for the teacher to communicate child information 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Handwritten notes Auto phone messages Push thru mobile app to phone School portal F2F meetings Personal phone calls Text message Personal emails High school parents Middle school parents Elementary school parents
  30. 30. @Project Tomorrow 2017 Parents’ assessment of most effective way for the teacher to communicate child information • Tech-savvy parents favor digital communications by almost 2:1 compared to parents with beginner tech skills • No differences in text message interest based upon demographics
  31. 31. @Project Tomorrow 2017 Communications vehicles All parents All principals Elementary school principals Middle school principals High school principals Personal emails 77% 72% 72% 75% 71% Face to face meetings 39% 68% 73% 67% 58% Personal phone calls 32% 68% 64% 72% 73% Text messages 39% 41% 45% 42% 35% School portal 23% 34% 30% 42% 37% Push info thru a mobile app to parents’ devices 21% 27% 28% 30% 26% Auto phone messages 13% 22% 23% 22% 21% Handwritten notes sent home 21% 21% 31% 13% 10% Principal’s assessment of most effective way for the teachers to communicate
  32. 32. School or district communications regarding general information, events or notifications
  33. 33. @Project Tomorrow 2017 Parent satisfaction with current communications strategies: School/district to home re: general information 11% 12% 12% 39% 43% 42% 40% 32% 30% ES Parents MS Parents HS Parents Dissatisfied Somewhat satisfied Very satisfied
  34. 34. @Project Tomorrow 2017 Parents’ assessment of most effective way for the school or district to communicate general information 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Hard copy flyers/newsletters School/district Facebook Mobile app Websites Online newsletters Text messages Auto phone messages Email messages High school parents Middle school parents Elementary school parents
  35. 35. @Project Tomorrow 2017 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Facebook Websites Mobile app Printed flyers/newsletters Online newsletters Text messages Auto phone messages Email messages District communications officers Principals Parents Conflicting perspectives on the tools for effective school-district communications with parents
  36. 36. @Project Tomorrow 2017 Largest mis-alignment: “Facebook as a tool for effective school and district communications” ▪ District communications officers – 78% say yes ▪ School principals – 39% say yes ▪ Parents – 16% say yes (K-5 – 18%, Gr 6-8 - 16%, Gr 9-12 – 14%) Conflicting perspectives on the tools for effective school-district communications with parents
  37. 37. @Project Tomorrow 2017 Parents’ use of social media Social Media Always + Often Never Facebook 69% 12% Instagram 16% 45% Snapchat 9% 73% Twitter 11% 61% YouTube 28% 15% Msg apps 47% 19% Video msg 18% 40% Role of social media in the lives of parents of school-aged children
  38. 38. @Project Tomorrow 2017 22% 9% 42% 64% 23% 12% 14% 29% 45% 34% Instagram Twitter Social messaging apps Facebook YouTube Fathers of school aged children Mothers of school aged children Role of social media in the lives of parents of school-aged children Usage scale: All the time + often
  39. 39. @Project Tomorrow 2017 Parents’ use of social media Social Media Always + Often Never Facebook 69% 12% Instagram 16% 45% Snapchat 9% 73% Twitter 11% 61% YouTube 28% 15% Msg apps 47% 19% Video msg 18% 40% Role of social media in the lives of parents of school-aged children Students’ use of social media Social Media Always + Often Never Facebook 45% 27% Instagram 65% 17% Snapchat 68% 17% Twitter 30% 45% YouTube 73% 5% Msg apps 51% 21% Video msg 39% 27%
  40. 40. @Project Tomorrow 2017 Role of social media in the lives of parents of school-aged children Social Media Parents 29 or younger in age Parents 30 -39 in age Parents 40-49 in age Parents 50-59 in age Facebook 64% 66% 60% 51% Instagram 37% 28% 18% 10% Snapchat 33% 11% 5% 3% Twitter 11% 8% 11% 9% YouTube 43% 30% 23% 19% Msg apps 47% 46% 38% 30% Video msg 27% 23% 19% 17% Usage scale: All the time + often
  41. 41. @Project Tomorrow 2017 Speak Up 2016 findings from parents of school-aged children What is most important to parents in terms of communications and engagement? ✓ Convenience ✓ Push, not search ✓ Personalized, not standardized ✓ Timeliness and currency ✓ Realization that they are busy ✓ High impact/high ROI type results
  42. 42. Let’s talk about parent communications “Communications with parents must be carefully planned and two-way.” The Parent Institute
  43. 43. Today’s Discussion ▪ About Project Tomorrow and the Speak Up Research Project ▪ Text, Twitter, Email, Call: ▪ Current environment for parental engagement in schools ▪ Parents’ preferences & satisfaction with communications methods ▪ Comparisons with administrators’ values and perspectives ▪ Glimpse into the future ▪ Project Tomorrow resources to support your work: new report! ▪ Your questions, comments, thoughts – let’s discuss!
  44. 44. National Speak Up reports and infographics Targeted and thematic reports Digital learning trends Community engagement Mobile learning Games in the classroom Blended learning outcomes Community engagement – coming soon! Presentations, podcasts and webinars Services: consulting, workshops, evaluation and efficacy studies More resources available at www.tomorrow.org New Speak Up 2017 reports to be released in Spring 2018
  45. 45. Plan to participate in Speak Up 2018 Online surveys for: o K-12 students – individual + group o Parents – English and Spanish o Teachers o Librarians/Media Specialists o School Site & District Administrators o Technology Leaders o Community Members & Communications Officers Gain news insights in the activities, attitudes and aspirations of your stakeholders Surveys open Oct 2018 – Jan 2019 Learn more www.tomorrow.org/speakup
  46. 46. Your questions, comments, thoughts
  47. 47. Thank you for joining today’s discussion! Dr. Julie A. Evans jevans@tomorrow.org 949-609-4660 x15 Twitter: JulieEvans_PT and SpeakUpEd

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