Students and their families today have more freedom than ever in deciding how to use public funds for private, charter, or alternative education. As EdChoice reports, more than 1 million American students were participating in private school choice programs at the end of 2024, a number that had “more than doubled since the beginning of 2020.”
In this changing landscape, public districts face greater competition for enrollment. So, what can district schools do to remain a top choice for families with an increasing number of educational options?
Strategies for Districts in School Choice States To Stay Competitive
The rise in non-traditional education options makes one thing clear: families are looking for more than a one-size-fits-all approach to learning. District leaders have a chance to reinforce and reimagine what they can offer by expanding options, enhancing the experience, and highlighting what makes their schools stand out. Schools that actively demonstrate their value and make it easy for families to engage and learn more are best positioned to attract and retain students.
Here are some key ways to achieve this:
Specialized Learning Pathways and Interest-Specific Programs
As demographics shift and expectations evolve, schools are seeing a growing need for tailored learning pathways, driven by:
- An increase in migrant students with diverse language needs
- A strong emphasis on Universal Design for Learning to address a range of disability, neurodiverse, and sensory needs
- Increased demand for interest-based, student-driven personalized learning environments
Districts that showcase these specialized pathways and interest-specific programs in education can attract families looking for the best fit for their children. By integrating programs like STEM academies, arts integration, dual-language immersion, or career and technical education (CTE), you can create an environment where students have the chance to deepen their learning and personal growth in ways that mean the most to them.
Robust Educational Support and Whole-Child Development
Offering well-rounded learning experiences that nurture every aspect of their child’s growth is a major draw for parents and guardians. Families are looking for schools that help students thrive socially, emotionally, and creatively through programs like outdoor learning, mixed-age classrooms, and social-emotional support.
These opportunities shouldn’t be limited to curriculum alone. They should be woven into everyday classroom experiences and school culture.
- SEL-Embedded Curriculum: Embedding SEL (Social and Emotional Learning) into students’ daily curriculum can be as simple as implementing a feelings check-in before class, instilling self-regulation practices, or weaving empathy into discussions. These moments help build self-awareness, regulate emotions, and strengthen relationships–skills and exercises that can become a natural part of how students learn and interact every day.
- Attention to Transitions: Shifts from classroom to classroom or between different activities can be points of stress for many students. These high-impact moments can influence safety, focus, and behavior. Minimizing unnecessary transitions, implementing a buddy system for new students, and offering enriching after-school programming with community partners can minimize any transitional discomfort.
- Language Support: Assess the language needs of your student body and make sure that you have the staff support to meet those needs. Bilingual staff, interpreters, and translated materials can help connect families with a diverse array of language backgrounds. Beyond academic materials, look for integrated ways to communicate about enrollment, housing resources, and school navigation in the languages that serve your community, either by using translation services in the tools you’re using or leveraging multilingual support systems.
- Mental Health Resources: Hire or collaborate with mental health professionals who can strengthen community schools and connect students and their families with the services they need to thrive. For instance, Oakland Unified partnered with various agencies across the district to support their community schools initiative on whole child education principles. Partnerships for their district-level support helped their community schools offer a wide range of health and educational services without adding extra administrative burdens.
Qualified and Motivated Educators
Hiring qualified and motivated educators can be one of the most powerful yet overlooked ways for district schools to differentiate themselves from other schools. A team of engaged and well-qualified teachers can turn interest into long-term enrollment, creating a more lasting, positive school environment that resonates with prospective students and their families.
How you recruit, support, and develop your educators can vary:
- Grow-Your-Own Programs and International Teachers: Many public districts are finding ways to attract high-quality teachers by investing in teacher training programs to strengthen the credentials and expertise of their existing staff. In addition, hiring international teachers through programs like J-1 visa sponsorship adds depth and breadth to the teacher applicant pool.
- Community-Centered Programs: Programs like Teacher Quality Partnership (TQP) can provide support and comprehensive training opportunities to prospective teachers. Focusing on preparing teachers in critical areas like bilingual education, special education, and STEM disciplines ensures schools have the necessary staff to implement their programming plans.
- Trauma-Informed Teaching: Innovative programming and curricular plans require dedicated, trained educators to make them a reality. Training teachers in SEL, trauma-informed practices, and culturally-responsive instruction creates a space where student belonging is central to the school culture.
Trust and Communication With Families in School Choice States
Building trust and keeping the lines open for communication not only attracts future families but also engages current ones. When families feel involved, they’re more likely to stay with your school and share positive experiences with others.
Leveraging digital tools can make communication much easier. Sending out regular newsletters, whether weekly or monthly, keeps school events and activities fresh in families’ minds. And by offering direct access to student progress through SIS-connected portals, districts can actively keep families informed in real-time and feel more connected to what’s happening in the classroom.
In addition, hosting community events like town halls, back-to-school nights, and program info sessions (both virtual and in-person) gives families the chance to connect with school staff, ask questions, and experience firsthand how your school’s educational approach supports their child’s growth and success.
Use School Choice as an Opportunity To Grow
Strong foundations in these strategies don’t just improve enrollment outcomes. They signal to families that your district puts students first in real, concrete ways.
In a crowded school choice market, trust in a school that prioritizes students is often the deciding factor. Staying ahead of the curve with consistent outreach, student-centered programs, robust student support, and reliable technologies helps your district stand out and shows families your commitment to being a trusted choice in a growing landscape of educational options.
Using a high-quality and robust enrollment management system not only makes those efforts easier but also ensures families experience a smooth, equitable, and welcoming path into your school from the first interaction. If you’re looking for an effective, integrated solution for your enrollment initiatives, get in touch with School Pathways today.
