How to Improve Parent Engagement in Schools Using Digital Communication
By Schnelle Acevedo · BAM Digital Media
If you’ve ever sent out a school newsletter and heard nothing back…you’re not alone.
And I don’t mean a few people didn’t respond—I mean silence. No replies, no questions, no real sign that anyone even read it.
It’s frustrating. Especially when you know how much effort goes into keeping families informed. It’s harder when parents complain about not knowing about an event that you sent home in the folders 3 different times.
Parents aren’t ignoring schools on purpose. They’re overwhelmed—and the way schools are communicating just isn’t cutting through anymore.
Have you noticed that since news ratings have come down, news is being reported everywhere people already are—TikTok, Facebook, all of it? It’s time for schools to do the same.
Why Parent Engagement Feels So Hard Right Now
Parents today are juggling a lot. Work, multiple kids, activities, group chats, emails, texts, apps—it’s nonstop. I have three kids in three different schools, and it’s so hard to keep up with all the communications! One time a new teacher messaged me about a math test and I had no idea which child they were referring to because they didn’t introduce themselves.
So what happens. If the message feels long, unclear, or easy to come back to later…it usually gets pushed aside and forgotten. It doesn’t mean parents don’t care. It means the message didn’t land—or didn’t arrive in the parent’s preferred way.
The Real Reason Parents Aren’t Responding
Most schools are doing what they’ve always done: sending detailed emails, attaching flyers, packing everything into one place. My daughter’s 2nd grade folder? Filled to the brim.
On paper, that sounds helpful. In real life, it feels overwhelming. Here’s what I see all the time:
- The message is too long, so parents skim or skip it
- The most important information is buried in the middle
- The tone feels formal instead of human
- There’s no clear “what do I actually need to do?”
- Schools communicate the way they prefer to share info—not the way families actually receive it
What Actually Gets Parents to Pay Attention
When schools adjust how they communicate—even slightly—you can see the difference almost immediately. Here’s what works in real life:
A Quick Story That Changed How I See This
I was talking to a group of students during one of my school visits, and we got into a conversation about how they use their devices at home. They were open, honest, and way more aware than people give them credit for.
Because I was a trusted stranger, they told me all the things they never told their parents. That gap almost always comes down to communication—and it reminded me: this isn’t about sending more information. It’s about making sure the right information actually reaches people.
Where Digital Communication Comes In
Most schools already have the tools: a newsletter, a website, maybe an Instagram page. But there’s usually no real strategy behind how everything connects.
- One message goes in an email — is it landing in inboxes or spam?
- Another gets posted randomly on social — was the caption compelling enough?
- Something important gets mentioned once and disappears — one mention never works
Digital communication isn’t about doing more. It’s about being intentional: What are we saying? Where are we saying it? And are families actually receiving it?
Small Changes That Make a Big Difference
You don’t need to completely overhaul everything to see progress. Start here:
This Is Where Strategy Changes Everything
These tips are a solid starting point. But here’s what I’ve learned after years of visiting schools and raising three kids across three different buildings at the same time: knowing what to fix and having the time, strategy, and skills to actually fix it are completely different problems.
Most schools don’t have a dedicated communications person. They have a principal managing a hundred priorities, a front office coordinator juggling the phones, and a well-meaning staff doing their best with tools that were never designed for the way families communicate today.
That’s why I created a done-for-you service built specifically for schools:
A hands-on communication service where I work directly with your school to build a strategy, write your newsletters, manage your social media, and create the systems that keep families consistently informed — without adding more to your plate.
How I Support Schools With This Work
Through my digital literacy programs and the Family Engagement Communication System, I help schools strengthen how they connect with families, make their messaging clearer and easier to engage with, and bridge the gap between what students are learning and what parents understand.
Because when communication improves, everything else starts to feel easier. Less confusion. Stronger relationships. More support from families.
If This Sounds Familiar…
If you’re thinking, “Yes—this is exactly what’s happening in our school,” you’re not alone. And the good news is: it’s fixable. Sometimes it just takes a fresh set of eyes and a strategy that reflects how people actually communicate today.
Learn About My Programs →You don’t need to send more messages.
You just need the right ones to land.