A vital tool to help support retention efforts is continuous enrollment. It seems like a no-brainer: Why do we ask parents every year if they want to come back? Why not assume that once enrolled, they want their children to continue? Why not give parents a deadline to opt-out rather than requiring an annual outreach?
ISM has shared this approach for five years and worked with early adopters to evaluate its effectiveness. We focus primarily on the initial 12 months to evaluate how processes change and how it impacts schools. In the five years that ISM has seen schools implement continuous enrollment, there has been only positive feedback—not a single negative outcome. Schools report positive results on enrollment and retention.
The Benefits of Continuous Enrollment
The process is straightforward for all parties. Instead of asking every year if a family wants to re-enroll, they have a date by which they can opt-out. The school enjoys higher rates of retention while conserving time and resources to pursue marketing, fundraising, and recruitment.
The results of continuous enrollment are higher rates of retention, a streamlined process for the school, and less effort needed from parents.
Today, 30–40% of schools are using a continuous enrollment model or are working toward implementing this approach in the near future.
Is Your School Ready for the Transition?
Before you decide to transition to a continuous enrollment model, you must clear a few hurdles to prepare your school community. Are your families already using online billing and ACH transactions for tuition payment? Most businesses, banks, and utilities now manage customer accounts electronically. If your families are—or are willing to begin—paying tuition the same way, they are ready.
Within school operations, you need allies to make the case for the switch to continuous enrollment. Your first partners are your Admission Director and Business Officer. These departments will benefit the most by converting to a continuous enrollment system. Moving to an electronic approach will substantially decrease the time dedicated to managing paperwork. This new process is streamlined to save time and paperwork.
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How Do Your Communicate About Continuous Enrollment?
The transition to continuous enrollment requires communication. Early communications are vital to prepare families and your school personnel for new procedures. Explain your approach, the dates you will use, and how continuous enrollment will impact families moving forward. They must understand that, once enrolled, it is assumed a family will continue unless they choose to opt-out.
Most major student information and CRM systems have the required tools to help schools handle the logistics of making this transition. You are likely already using this software for data organization and management.
How Will Continuous Enrollment Affect Your Contracts?
The only difference between your contracts now and your contracts under continuous enrollment is in the language. Consult with your school’s attorney to ensure the contract language complies with the appropriate regulations in your state.
Continuous enrollment is easy for parents because it ultimately requires less from them.
If you are enrolling a new family, their first contract is their last contract. For a returning family, their next contract is their last one.
The goals of continuous enrollment are to reduce the workload, paper, and time required by your school and your parents. The result is a simplified process for all, greater retention, and more flexible resources. With communication and attention to compliance, the transition can be smooth and uncomplicated.
