Many schools mistakenly believe that parents choose and remain loyal to institutions purely because of examination results. While academic performance remains an important consideration, modern parents are increasingly looking beyond grades. They want schools that communicate clearly, demonstrate purpose, identify problems early and genuinely value their children as individuals.
Parental loyalty is built when families feel emotionally connected to a school community. It grows when schools become transparent, intentional and proactive in their engagement with learners and parents. Among the strongest drivers of loyalty are principles six to ten: explaining the reasons behind school decisions, focusing on academic achievement, showing learner improvement, identifying struggling learners early and publicly celebrating students.
The sixth principle is explaining the reasons behind school decisions. One of the biggest frustrations parents experience is sudden decisions made without explanation. Changes in school policies, fee structures, academic programmes, discipline procedures or timetables can easily trigger resistance when communication is poor.
Parents do not like feeling dictated to. They want to understand the thinking behind decisions that affect their children. Even when they may not fully agree with a policy, they are more likely to cooperate if the school explains its rationale openly and respectfully.
For example, if a school introduces tighter gadget regulations, new reporting times, curriculum adjustments or changes in assessment structures, parents expect clarity. They want to know why the decision was necessary, what problem it seeks to solve and how it benefits learners.
Schools that fail to explain decisions often create room for rumours, suspicion and misinformation. In many institutions, parents rely on fragmented information from students or social media because official communication lacks depth and transparency.
Good school leadership understands that communication is not simply about issuing directives. It is about building understanding and trust. Parents appreciate leaders who treat them as partners rather than passive recipients of instructions.
This becomes especially important during periods of transition or crisis. Whether dealing with curriculum reforms, disciplinary issues, safety concerns or institutional restructuring, schools that explain themselves clearly retain credibility. Transparency reduces unnecessary conflict and strengthens loyalty.
The seventh principle focuses on strong academic results and achievements. Regardless of how warm or welcoming a school may be, parents ultimately expect educational value. Schools exist primarily to facilitate learning and prepare children for future opportunities.
Parents want assurance that their financial sacrifices are translating into meaningful academic outcomes. They look for evidence that the school takes teaching seriously, monitors learner performance and pursues excellence consistently.
Academic achievement, however, should not only be measured through national examination results. Modern parents increasingly appreciate schools that nurture creativity, communication skills, leadership abilities, innovation and critical thinking alongside grades.
Strong schools create a culture of achievement where learners are encouraged to pursue excellence in academics, sports, arts, music, science, debate and other talents. Parents become proud when their children thrive in multiple dimensions.
At the same time, schools must avoid the dangerous trap of pursuing grades at the expense of learner wellbeing. Institutions that overemphasise rankings while neglecting emotional health eventually create burnout, anxiety and dissatisfaction among families.
Parents are attracted to schools that balance academic seriousness with humanity. They want children who are not only high-performing but also confident, disciplined, emotionally stable and socially responsible.
The eighth principle is showing parents how their child is improving over time. One of the most powerful ways to strengthen parental confidence is to demonstrate growth.
Parents appreciate schools that track progress consistently and provide evidence of improvement. A learner may not necessarily be the top student in class, but visible progress reassures parents that the school is making a meaningful difference.
Unfortunately, some schools focus excessively on comparing learners against one another instead of tracking individual growth. This can discourage both parents and students, especially those who begin from weaker academic foundations.
Progress matters. A child who improves in reading fluency, confidence, discipline, participation or mathematics deserves recognition even if they are not yet among the highest achievers.
Schools that document learner growth effectively help parents appreciate the educational journey rather than obsessing solely over final grades. This creates healthier relationships between families, teachers and learners.
Regular feedback also enables parents to support learning at home. When families understand a child’s strengths and weaknesses, they can collaborate more effectively with teachers.
Showing improvement requires intentional assessment systems, quality record-keeping and consistent teacher observation. It also requires teachers who genuinely know their learners individually rather than merely processing examination scores.
The ninth principle is quickly identifying struggling learners and working with parents to support them. Nothing frustrates parents more than discovering problems too late.
Some schools ignore struggling learners until examination results expose serious weaknesses. Others only communicate concerns after a child’s behaviour or academic performance has deteriorated significantly.
Strong schools identify warning signs early. Whether the challenge involves academics, discipline, emotional well-being, attendance, social adjustment or learning difficulties, early intervention makes a tremendous difference.
Parents appreciate schools that approach such situations with empathy and professionalism instead of blame. Families want teachers who seek solutions collaboratively rather than merely pointing out failures.
When a learner struggles, schools should communicate clearly with parents, explain observations, suggest interventions and provide realistic support plans. This may include remedial programmes, counselling, mentorship, differentiated instruction or additional monitoring.
Early intervention communicates care. It shows parents that the school is attentive and invested in the success of every child, not only high performers.
The tenth principle is publicly celebrating students. Recognition has enormous emotional power. Parents love seeing their children appreciated and acknowledged.
Celebrating students creates pride, motivation and belonging. Whether through assemblies, newsletters, prize-giving ceremonies, social media posts, certificates or classroom recognition, appreciation strengthens emotional attachment between families and schools.
Importantly, celebration should not be limited to academic stars alone. Schools should recognise kindness, leadership, resilience, creativity, improvement, discipline, teamwork and service.
When schools celebrate diverse strengths, more learners feel valued. Parents also appreciate institutions that see the whole child rather than narrowly focusing on examination rankings.
Recognition builds confidence in children and reinforces positive behaviour. It also communicates that the school notices effort and growth.
READ ALSO: The loyalty code: Why parents stay in some schools and leave others
Ultimately, parental loyalty grows where schools combine transparency, academic seriousness, learner support and appreciation. Families remain committed to institutions where children are challenged, guided, supported and celebrated.
In today’s competitive education environment, parents are not simply buying education. They are seeking partnership, trust, growth and belonging. Schools that understand this build communities rather than mere enrolment numbers.
By Ashford Kimani
Ashford teaches English and Literature in Gatundu North Sub-county and serves as Dean of Studies.
You can also follow our social media pages on Twitter: Education News KE and Facebook: Education News Newspaper for timely updates.
>>> Click here to stay up-to-date with trending regional stories
>>> Click here to read more informed opinions on the country’s education landscape
>>> Click here to stay ahead with the latest national news.
