2011 National Survey: College Parent Programs

The 2011 National Survey of College and University Parent Programs underscores a dramatic expansion in the number and scope of parent-focused services within higher education. This growth isn't a recent phenomenon; it's been steadily increasing since the 1970s, but has accelerated significantly since the start of the 21st century. A striking statistic from the survey reveals that almost a third (31.8%) of the participating programs were established within the preceding five years. This surge indicates a widespread acknowledgment among colleges and universities of the crucial role parents play in the student experience and overall institutional success. The increasing prevalence of emergency notification systems that directly include parents as a key audience further exemplifies this trend, demonstrating a heightened awareness of the need for immediate and effective communication with families during campus crises. This expansion is not limited to just a few institutions but signifies a broader shift across higher education, indicating a significant investment in parental engagement and support. The increasing recognition of parent involvement is likely linked to factors such as rising tuition costs and a concurrent decline in state funding for public institutions, putting greater emphasis on parental contributions.

Technological advancements have significantly influenced the way colleges and universities interact with parents. The study illustrates how students and parents utilize different communication technologies depending on the context of their interaction. Text messaging is preferred for casual check-ins, while email is more common when discussing financial matters. This highlights the importance for institutions to consider different communication styles to best connect with parents. The adoption of video conferencing tools like Skype has become increasingly prevalent, connecting students and families regardless of geographical distance. This reflects a broader shift towards utilizing readily available technologies to maintain consistent connections between students and their support networks. However, the survey also hints at the challenges of engaging diverse parent populations with varying levels of technological access and literacy, especially parents of color or those without prior college experience. Institutions must cater to these variations in communication preferences to ensure inclusivity and effectiveness.

The Association of Higher Education Parent/Family Program Professionals (AHEPPP) has emerged as a central organization in the advancement and standardization of college parent programs. Officially recognized as a functional area by the Council for the Advancement of Standards (CAS) in 2010, AHEPPP's influence is growing. Its first national conference in 2010 drew almost 100 attendees, reflecting the growing interest in improving parent relations. The association is actively promoting best practices through conferences, publications, and networking opportunities. This organizational support is critical in assisting institutions in developing and enhancing their parent engagement strategies. AHEPPP's evolution from Northeastern University's annual conference, Administrators Promoting Parent Involvement (APPI), showcases its organic growth within the higher education landscape. The planned expansion of conferences suggests that AHEPPP will continue to play a major role in shaping the field of parent engagement in higher education, driving the evolution of programs and providing resources for the professionals who work directly with parents.

The survey's findings align with broader research trends indicating a continued rise in family involvement during the college years. This increase is occurring alongside the increasingly prevalent concept of 'emerging adulthood,' where young adults are delaying traditional milestones such as marriage, homeownership, and independent living (Arnett, 2004). This prolonged period of dependence may partially explain the rising level of parental engagement in college. The extended timeframe of family influence necessitates a more comprehensive approach to parent relations within colleges and universities. Research by graduate students, scholars in higher education and family social sciences, and professional organizations such as Noel-Levitz, Inc., and the Pew Research Center are all contributing to a more nuanced understanding of these dynamics and the impact on college students. The need to address these complex, evolving relationships between students, parents, and institutions has become a prominent focus for educational professionals.

The 2011 survey reveals that parent/family programs in higher education often operate with constrained budgets. A significant majority—nearly two-thirds (63.4%)—report either having no formal budget or an annual budget (excluding salaries and benefits) of $25,000 or less. This financial limitation likely influences the scope and types of services these programs can offer. The median salary for parent/family professionals holding a master's degree falls between $40,000 and $49,000, reflecting a decrease compared to salary ranges reported in 2007 and 2009 ($50,000 to $59,000). This suggests that while the demand for these services is increasing, the financial resources allocated to support the professionals responsible for delivering them may not be keeping pace. The limited funding might necessitate prioritizing certain initiatives and potentially hindering the expansion of programs or the implementation of new technologies. This budget constraint is a notable challenge for many institutions looking to enhance their parent engagement strategies.

The staffing of college parent programs is diverse and often involves individuals with multiple responsibilities. A significant portion of professionals indicated that their roles in parent services were not initially planned career choices. Many reported they fell into the role organically, suggesting a possible lack of dedicated career paths explicitly focusing on this specialized area of higher education. This could partly account for the relatively low salaries reported in the survey. The survey also shows a distribution of parent/family offices within different institutional departments; student affairs, advancement, alumni relations, or academic affairs. This departmental placement can affect not only the budget allocated but also the emphasis on specific service areas. For example, parent programs within advancement offices might be more focused on fundraising initiatives. The division of responsibilities between parent contact and other duties across multiple professionals is another key finding. This highlights a potential need for better clarity and perhaps even a restructuring of responsibilities to maximize the effectiveness of parent engagement efforts. The lack of dedicated full-time staff in many institutions further indicates the need for more resources and focused attention on parent relations.

The location of parent/family offices within a college or university significantly impacts the services offered and the overall approach to parent engagement. While the 2011 data shows a relatively even distribution of parent/family offices in student affairs and advancement departments at private institutions, there are variations across different types of institutions. Between 2009 and 2011, there was a slight shift in placement. The percentage of programs housed in student affairs decreased by about 3%, and those in academic affairs decreased by 2%, while those in advancement/foundation/alumni offices increased by about 6%. This change might be partly attributed to a greater effort to include private college and university programs and to collect data from professionals in fundraising. This variation highlights how the institutional structure impacts the focus and resources for parent services. This finding underscores the importance of considering the strategic placement of these offices to best align with institutional priorities and the overall goals of enhancing parent engagement.

The 2011 survey reveals a wide array of services provided by college and university parent programs. Consistent offerings include parent orientation programs, family weekends, and email newsletters. These established services continue to be highly valued, with parent orientation receiving the highest positive response, cited by 28.7% of respondents as the service they are most proud of. Family day/weekend and email newsletters followed closely behind. The data demonstrates a continued emphasis on traditional methods of communication and engagement. However, the emergence of newer platforms indicates an adaptation to changing communication preferences. The survey also highlights the addition of newer services such as webinars and online chats, reflecting a growing trend towards digital engagement. These additions show a willingness to adapt communication strategies to meet the evolving needs and expectations of parents. The inclusion of emergency notification systems also underscores the growing importance of providing timely and effective communication during crises. The survey's data, collected over multiple years, offers valuable insights into service trends and preferences within the field of higher education parent programs.

Beyond the core services, the survey uncovered a range of additional offerings designed to enhance the parent experience. These include initiatives such as sibling events, grandparent events, separate events tailored to mothers and fathers, gift packages for students, personalized parent appreciation notes, and the creation of parent/family calendars. These supplemental services illustrate a significant effort to expand the scope of engagement beyond the traditional. The incorporation of parent volunteer opportunities speaks to the growing desire to involve parents more actively in the campus community. The increasing use of technology, as seen in the implementation of webinars and online chats, signifies a response to the preferences of parents and a greater focus on facilitating convenient and flexible interaction. The expansion of services is a notable trend, reflecting an evolution towards more comprehensive and inclusive parent engagement strategies. This expansion is not solely about communication but also about building a sense of community and cultivating stronger relationships between parents and the institution.

The survey not only identified the most popular services but also highlighted areas needing improvement. While parent orientation, family weekends, and email newsletters consistently rank among the most valued services, other aspects of parent engagement require attention. Notably, parent websites and social media platforms frequently appear as the services respondents identify as weakest. The data reveals some variation between public and private institutions' assessments of strengths and weaknesses. While both types of institution often considered parent orientation and family weekends as their best services, there were differing views on the strengths of parents' councils and fundraising, with private institutions rating these higher than their public counterparts. Even though the parent website consistently ranked as a weak service, the percentage indicating it as such has decreased since 2009, suggesting potential improvements in program delivery. This variation underscores the importance of tailored approaches to parent engagement and highlights the dynamic nature of the services that best meet parent needs and expectations.

Effective communication during campus emergencies is a critical service for parent programs. The majority of respondents reported using email (64%) and website updates (34%) as their primary channels for emergency notifications. Text messaging (23%) and recorded phone calls (15%) were also frequently used methods. The reliance on electronic formats reflects the speed and efficiency of digital communication in reaching a large number of parents promptly. This highlights the increasing role of technology in ensuring timely crisis response communication. However, some institutions use dedicated emergency notification systems, but the exact method of communication wasn't always specified, indicating a potential area for greater clarity and standardization in emergency communication protocols. The survey's findings show a clear trend toward digital communication in emergency situations. However, ensuring accessibility and effective communication for all parents remains a crucial consideration for institutions.