Every enrollment team knows the phrase “summer melt,” but not everyone realizes how often it’s not the student who wavers—it’s the parent.
Whether they’re concerned about cost, distance, safety, or outcomes, parents play a massive role in the final college decision. And if we wait until summer to bring them into the conversation, we’ve already lost valuable ground.
The time to engage parents to prevent melt is now—in the spring.
Here are some manageable ways to start building trust, answering questions, and keeping admitted students (and their families) confident in their decision. Starting now!
Why Parents Matter in the Melt Equation
Let’s be real, many admitted students aren’t making this decision alone. Parents are often:
- Financial gatekeepers: Weighing the return on investment.
- Emotional anchors: Looking for signs their child will be safe, happy, and supported.
- Comparison shoppers: Considering other schools and asking, “What makes this one better?”
- To-do list collaborators: Helping students successfully complete the many action items that arise between their deposit and their first day of classes (immunization records, anyone?).
If you’re not in their inbox, on their screens, or speaking directly to their concerns, another institution will be.
Three “Quick Fix” Spring Strategies That Work
- Tailored Email Series Just for Parents
Skip the generic welcome messages. Build a dedicated email track that speaks to:
- Affordability and value (including scholarship reminders or financial aid literacy tips)
- Student support services (mental health, advising, career outcomes)
- Safety, housing, and transition-to-college topics
- Parent Webinars and Q&As
Host short, focused virtual events featuring:
- Financial aid counselors
- Academic deans or faculty
- Student life and housing teams
Keep them brief (30 mins), record them, and make the replays easily accessible.
- Dedicated Parent Resources
Create or update your parent-facing assets, such as:
- A landing page or microsite answering top questions
- A downloadable checklist or “decision support guide”
- A clear contact line for follow-up questions
Make sure these tools are easy to find by linking them from your admitted student portal and emails.
What Not to Do
- Don’t lump parents into student communications—they need their own voice and tone.
- Don’t wait until you see warning signs to reach out—that’s too late.
- Don’t underestimate the power of reassurance over information. Sometimes, they just want to hear: “Your student will be supported here.”
Start There but Go Bigger in Future Cycles
At Waybetter Marketing, we understand the importance of engaging parents early and often—not only to retain students who have already deposited, but also to attract and engage them to begin with. That’s why we offer a comprehensive parent strategy that runs parallel to the student experience. It is designed to provide institutions with a dedicated, streamlined space for parents to find the information they need, when they need it, starting as early as their student’s sophomore year in high school.
Whether you’re sending personalized updates, answering questions, or providing key resources, our portal helps you create a seamless, supportive experience for families throughout the decision-making process.
Ready to strengthen your parent engagement strategy? Get in touch with us today and we’ll work together to help you build lasting connections with the parents of your prospective students.