Data tells the story of our lives, and there’s an interesting narrative building in the private school world.
Students of color accounted for roughly one-third (34 percent) of the total private school student body during the 2023-24 academic year, according to the National Association of Independent Schools (NAIS). Other interesting insights from their most recent Trendbook—despite total giving to all nonprofits dipping 2.1 percent in 2023, donations to the education sector grew 6.7 percent; 63 percent of all private schools grew median enrollment; and 40 percent of NAIS schools are in areas offering families school choice.
Each of these signal exciting opportunities to strengthen community interest and further classroom impact if schools can successfully resonate with families. To do this, schools must do more than simply describe their programs—they need to tell a compelling story that communicates values and mission, highlights achievements and impact, and resonates with students, families, and the broader community.
The most effective stories aren’t just emotional—they’re informed by data. When used well, data brings clarity, credibility, and connection to your school’s narrative. We will explore how schools can use data to shape and share their story with authenticity and impact, including how it can directly support your private school’s recruitment and enrollment efforts.
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Understanding Your School’s Unique Story
Every school has a story. It’s rooted in your mission, shaped by your community, and brought to life by the experiences of students and educators. But to tell that story effectively, you must first define what makes your school unique.
Start with your mission and values: What do you stand for? Is it academic excellence, inclusivity, innovation, or whole-child development? Then, identify how those values are reflected in your school community—through programs, teaching styles, extracurriculars, and outcomes.
Data helps support this story. Qualitative data like testimonials, alumni interviews, and student stories bring school impact to life. Quantitative data—such as college acceptance rates, test scores, academic scholarships and participation numbers—reinforce that your values aren’t just ideals, but realities.
What Kind of Data Should Schools Use?
You don’t need a data science team to start using meaningful data. Much of what you need is easily accessible. Here are some examples of the types of data that can elevate your storytelling:
- Academic Performance: GPA averages, standardized test scores, AP/IB participation, college matriculation statistics.
- Student Life: Percentages of students involved in clubs, sports, arts, or leadership roles, and the average length of involvement.
- Community Impact: Number of community service hours completed, partnerships with local organizations, alumni contributions.
- Operational Metrics: Enrollment trends (including comparisons to nearby private school enrollment trends), diversity statistics, financial aid distribution, teacher retention rates.
Each data point is a chance to say something meaningful—like how your school fosters well-rounded students, supports diverse learners, or prepares graduates for success beyond the classroom.
Turning Data Into Stories
Data alone won’t move hearts. To be effective, it needs context and emotion. Think of your school’s data as the bones of a story—you need to flesh it out with human experiences.
- Visual Storytelling: Present your data in accessible, appealing ways—infographics, videos, or interactive online dashboards can make complex information feel digestible and engaging.
- Narrative Frameworks: Use before-and-after comparisons, challenges and outcomes, or journey-style stories (e.g., a student’s growth over time).
- Make It Relatable: Avoid jargon. Instead of “95 percent graduation rate,” say “95 out of 100 students who enroll in our private school walk across the graduation stage.”
Let’s see all these in motion. Don’t just report that “70 percent of students participate in STEM programs.” Tell the story of a robotics team that qualified for nationals or a student who discovered a love of coding in a school-sponsored hackathon. Now you’re helping students visualize the impact your school will have.
How Data Helps with Admissions Events
Admissions events are critical touchpoints where prospective families form their first impressions. Data can dramatically enhance the effectiveness of these events in three key phases:
Pre-Event Preparation
- Analyze past attendance and engagement to determine the best timing, format, and content for your event.
- Segment your audience to tailor messages—if many registrants are interested in the arts, feature student performances or arts integration strategies.
- Use data to anticipate questions and concerns (e.g., tuition trends, college placement rates).
During the Event
- Share key data points that align with your school’s story. For example, highlight your school’s college matriculation list to demonstrate academic outcomes.
- Incorporate data visually—use slides or posters to display stats on student success, extracurricular participation, or diversity.
- Train your admissions team to use data to answer questions meaningfully without overwhelming families.
Post-Event Follow-Up
- Track metrics like event RSVPs, attendance, and post-event applications or inquiries.
- Use those insights to segment follow-up communications. For example, send targeted emails with program-specific information based on interests shared at registration.
- Survey attendees to collect feedback and build a stronger data set for future planning.
- If you asked any poll questions to attendees during the event, the results may support messaging on your school’s social media and website.
Data not only supports your admissions pitch—it allows you to continuously refine your strategy based on real outcomes.
Avoiding Pitfalls: Using Data Ethically and Effectively
While data can be powerful, it must be used with care, regardless of whether the subjects in question are enrolled at your private school or not. Here are a few guidelines to keep in mind:
- Be Accurate and Transparent: Misleading or cherry-picked data can backfire. Always verify your sources and provide context when necessary.
- Respect Privacy: Never share student information or images without consent. Aggregate and anonymize sensitive data.
- Balance Stats with Stories: Don’t let data overshadow the human element. Make sure numbers are always paired with real-life examples and authentic experiences.
Ensure Families Hear Your Story with Ravenna
Your school’s story is more than just a list of achievements—it’s a vibrant, evolving narrative. Data adds dimension and credibility, helping prospective families understand not just what you do, but why it matters.
Ravenna gets your story in front of the right families, combining tactical audience segmentation, drip campaigns, and in-depth data. Learn how these features streamline the admissions process for both families and administrators, often resulting in 25-percent growth in applications.
