Yield season is crunch time for enrollment teams. And while much of the focus is on convincing students, there’s another critical audience that enrollment marketers can’t afford to overlook: their parents.

Gen X parents are now the dominant parental demographic, and they’re deeply involved in their students’ college decisions. These parents are skeptical, financially cautious, and highly engaged—but many institutions fail to communicate with them effectively. Schools that strategically engage parents can significantly boost their yield and reduce summer melt.

This post outlines three essential steps to ensure that parents become allies in the yield process—not roadblocks.

The Gen X Factor

Higher education marketing has spent years trying to understand Gen Z students. But their parents—mostly Gen Xers—wield enormous influence over where their children enroll.

Here’s what you need to know about Gen X parents:

• They’re skeptical. Many came of age during economic uncertainty and don’t automatically trust institutions. Colleges must earn their trust through clear, transparent communication.
• They’re highly involved. A 2022 study from Eduventures found that 97% of parents are involved in their student’s college search.
• They expect personalized information. Mass emails won’t cut it. They want clear, customized communication about finances, campus life, and career outcomes.

Gen X parents aren’t helicopter parents in the same way that Baby Boomers were, but they won’t sit on the sidelines. If institutions fail to engage them, they’ll seek out answers on their own—often leading to misinformation or unnecessary stress.

Further Reading: Uncovering the Attitudes of Today’s Gen X Parents

Step 1: Communicate Clearly and Constantly About Costs and Financial Aid

One of the biggest concerns parents have is the cost of college. 77% of US adults believe paying for college will be difficult, yet many institutions still struggle to communicate financial aid effectively.

Here’s how schools can improve financial transparency during yield season:

✅ Host Parent-Focused Webinars & Q&As
Many schools run webinars for students but fail to offer tailored sessions for parents. A monthly parent Q&A session on sticker prices vs. actual price, financial aid, scholarships, and payment plans can alleviate stress and build trust.

✅ Make Costs Crystal Clear
A net price calculator isn’t enough. Parents need plain-language explanations of tuition, fees, room & board, and expected out-of-pocket costs. Ensure this information is easy to find and understand.

✅ Offer Step-by-Step Financial Aid Guidance
Many schools provide financial aid information, but few actually help parents navigate it. Instead of simply pointing parents to the website, institutions should provide hands-on support—whether through one-on-one calls, financial aid checklists, or clear email reminders.

✅ Put Yourself in Parents’ Shoes
Some schools for parents to login into multiple systems or navigate across deep interior pages their website to find the information they need. Not only is this potentially frustrating, but it decreases parents’ confidence that they’ve found all the relevant pieces of the puzzle. Take a hard look at the overall experience you’ve created for parents, or better yet, ask them about it. Even a handful of conversations will quickly point you to areas of improvement.

💡 Pro Tip: Schools that demystify financial aid will outperform competitors in yield. If parents can’t confidently understand the cost, they’ll hesitate to commit.

Step Two: Showcase ROI with Real Outcomes

Parents don’t just care about the cost of college; they want to know what their investment will lead to. But many institutions fail to make career outcomes clear.

A 2024 study found that 91% of parents consider graduate outcomes a top priority. Yet, on many campuses, data on career placements and alumni success stories are buried in hard-to-find web pages.

Here’s how schools can better showcase ROI:

✅ Highlight Success Stories in Admitted Student Events
Instead of generic career statistics, bring in recent graduates to talk about their jobs, salaries, and how the school helped them land opportunities.

✅ Use Visual Proof: “Wall of Success” Displays
Illinois College has a simple but effective approach—every year, they update a wall showcasing logos of companies and graduate schools where their students have landed. Parents on campus tours immediately see tangible proof of success. Every school should have a version of this.

✅ Train Tour Guides to Share Outcome Stories
Many student tour guides focus on dorms and dining halls—but what parents really want to hear is: “Where do students like my child end up after graduation?” Give tour guides specific alumni success stories to share on every tour.

💡 Pro Tip: ROI isn’t just about salaries—it’s about student support. Parents want to know: Will my child be okay here? Will they be successful? Schools must proactively answer these questions.

Step Three: Make Campus Visits and Admitted Student Events Parent-Friendly

Parents are attending campus visits, but many schools don’t cater experiences specifically for them. The biggest mistake? Assuming parents only care about financial aid.

Gen X parents want practical details like:

• How will my child get home for the holidays?
• What is campus security like?
• What academic support is available if my student struggles?

Here’s how to improve the parent experience at admitted student events:

✅ Create a Parent-Specific Session
Rather than having parents sit through the same student programming, offer a dedicated parent track focused on housing, safety, transportation, and academic support.

✅ Host Virtual Sessions for Parents Who Can’t Attend
Many parents can’t visit campus in person. A series of short, engaging webinars about key topics (financial aid, student life, outcomes) can keep them engaged remotely.

✅ Launch a Parent RFI (Request for Information) Form
Many schools collect student emails—but not parent emails. Adding a simple “Stay in the Loop” sign-up for parents can be a game-changer. Once you have their contact info, you can send targeted updates and resources.

💡 Pro Tip: Schools that take parents seriously during admitted student events will see higher deposit rates and lower summer melt.

The Emotional Side of Yield: Parents Want to Feel Valued Too

Parents aren’t just financial sponsors—they’re part of the journey. Yet, many institutions fail to make parents feel like they belong.

Here’s how schools can foster a sense of belonging among parents:

✅ Send Personalized Welcome Messages to Parents
A simple “Congratulations to you too, parents! You’ve raised an amazing student, and we’re excited to welcome your family” can go a long way.

✅ Offer Parent Memorabilia That Matters
Parents don’t need another tote bag—but they’d love something meaningful. Imagine if, at move-in, every parent got a special welcome gift or at graduation, they received a “Proud Parent of a [College Name] Grad” hoodie.

✅ Create Parent Ambassador Programs
Happy parents are your best advocates. Encouraging them to share their experiences in parent Facebook groups or through testimonials can organically drive more enrollments.

💡 Pro Tip: Parents who feel emotionally connected to the school are more likely to encourage their child to enroll and stay engaged throughout their student’s journey.

Yield is About Relationships, Not Just Deadlines

Parent engagement isn’t just a “nice-to-have”—it’s a critical strategy for improving yield. Schools that communicate clearly about costs, showcase real outcomes, and create parent-friendly experiences will outperform those that don’t.

This yield season, ask yourself:

• Are we making parents feel informed and valued?
• Are we addressing their biggest concerns head-on?
• Are we helping parents feel like they belong in our community?

The institutions that get parent engagement right will see stronger enrollment, happier families, and more committed students.

Your move, enrollment marketers. Let’s engage those parents.