Detractors

Detractors aren't satisfied with the district's communications efforts. Only a third of these families say they are "very satisfied" or "satisfied" with district communication while 24% say they are "dissatisfied" or "very dissatisfied."
Detractors don’t know who to contact for answers: Only 23% said they can consistently identify and reach the district staff member who can help them resolve a concern.
Detractors contacted their district an average of two fives times during the first 30 days of the school year, and a similar amount of times during the summer.
Less than 20% trust their district while 32% say they “distrust” their district.

Passives

“Passives” are not weighing their educational options. Only about 15% of these families are considering switching schools compared to 38% of detractors.
Passive families say they feel well-informed, with a large majority saying district information is often easy to understand.
Passives contacted their district only once since the beginning of the school year.

Promoters

Nearly 90% said their interactions with school staff were both courteous and timely.
Promoters contacted their districts at similar rates to detractors.
Students from promoters’ families are "low flight risks." Promoters are the "Goldilocks families"—nearly 90% of them say they receive "just enough" communication from the district.

"The silver lining is the families who are thinking about leaving are communicating with their districts frequently," Coleman said. "During a time when competition is at an all-time high, these insights can be powerful and equip education leaders with deeper knowledge about the families who are thinking about leaving their district."

Instant Insights /

10 ways to spot families who may leave your district

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