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Marketing the small private school is a challenge in the best of times. In the post-pandemic world we all live in, that challenge often seems impossible. It is not when you handle it head-on. You can't ignore it or make excuses. Denial or procrastination will not solve the problem. Identifying your school's brand will help point you in the right direction. So, here are a couple of things you can do to improve the marketing of your school. While I am writing this article for the head or owner of a school, many points fit a parent's viewpoint.

What follows are primary questions you need to ask yourself and your marketing committee if you have one. The answers will help drive your marketing program.

Who are your prospective families?

What are the demographics of your community? The has most of the data you need to answer that question. Using , draw a ten-mile radius circle with your school at the center. Note which towns, cities, villages fall within that circle. Red flags would include communities with many retired people and homes with few or no children under 12. Investigate current property values with . The higher the property values and rents are, the more likely it will be that families can afford to send their kids to your school or any private school, for that matter. Understanding the demographics of your community is very important.

You run a small private school. You're facing many challenges filling seats. You're concerned about how next year's intake will look. With all the unexpected expenses facing you during the pandemic, you can't afford to hire a marketing firm to promote your school. So, what to do? The answer to that question lies in your school's unique trove of photos, news, testimonials, awards, and other memorabilia. I'm presuming that you have all those materials saved somewhere on your school's computers. If they are spread about over several computers, save them all in one system that is backed up securely. Better yet, save them in the cloud. These materials are unique and priceless. Saving them securely in the cloud is an expense that you should consider as cheap insurance. (I'm not sure how your accountant will allocate that expense, but we'll let her decide.)

Where am I going with this? Well, take a moment to look at commercial websites or commercial Instagram accounts. The photos and the artwork grab your attention, don't they? They draw you into their story. They help deliver the message. That's all I'm suggesting that you do with your collection of digital photos. They're unique. They'll your story to a stranger who knows nothing about your school and how excellent its reputation and academics are. They're one of the first steps in generating contact by email or phone with your school. You know how to convince parents to send their children to your school. But

On March 27, President Trump signed into law the Coronavirus Aid, Relief, and Economic Stimulus Act of 2020 (the "CARES Act"). What is the Act's purpose and who does it benefit? According to ,

"Title I of the CARES Act establishes, among other things, the Paycheck Protection Program (the "Paycheck Program") providing for up to $349,000,000,000 in forgivable loans to business concerns which are backed by the United States Small Business Administration (the "SBA"). The Paycheck Program is a short-term program for the "Covered Period" from February 15, 2020, until June 30, 2020, and loans are capped at the lesser of 2.5x a borrower’s LTM average monthly payroll or $10,000,000 per borrower."

Shortly after that, we began to hear stories about businesses that received loans and didn't appear on the surface as the kind of company that should receive a loan. According to the , " Some large hotel and restaurant chains meant for Main Street businesses, prompting calls for changes." So did several private K-12 schools, according to the . The reason why the media criticizes private schools for accepting CARES loans seems to be the optics. As UCLA education professor Tyrone Howard said, “That’s not a good look... There’s just something that’s not equitable about that.” Apparently, the private schools are being criticized because they have endowments. The popular thinking seems to be that if

Raising money to benefit your private school is something as omnipresent as the four walls of your office. It's always there. It never goes away. Even schools with large endowments seem to be constantly raising money. They can usually afford to hire development directors and can count on a couple of generous alumni to prime the pump for their multi-million-dollar capital campaigns. But what about small schools that desperately need money over and above what they can raise through tuition and fees? This article is for those schools. Hopefully, it will encourage you to see fundraising the way larger schools do.

I have based these tips, suggestions, and strategies on decades of fundraising experience. While fundraising methods have evolved significantly since the 1980s, the core principles remain remarkably consistent in 2026: identify your needs clearly, communicate effectively, and build lasting relationships with your supporters.

Today, schools face additional financial pressures, including rising operating costs, increased demand for financial aid, technology upgrades, campus security improvements, and expanded student mental health services. As a result, strategic fundraising has become more important than ever for independent schools of every size.

The beginnings of modern philanthropy

Modern philanthropy has evolved considerably over the last century, especially with the growth of online giving, donor management platforms, and digital communication. One important lesson remains unchanged: schools must broaden their donor base to sustain long-term fundraising success.

While your current students mostly come from the local area, they don't always remain there after they graduate.

Social media has become one of the most influential tools for private school marketing. For admissions teams, it is no longer optional; it is essential. Families increasingly rely on platforms like Instagram, Facebook, and YouTube to research schools, evaluate culture, and assess community fit before ever scheduling a tour.

In 2026, a strong digital presence often serves as a school’s first impression. A thoughtful, consistent social media strategy can help private schools build trust, highlight their strengths, and connect with prospective families in meaningful ways.

This guide outlines five effective ways to use social media to market your private school, along with practical insights to help you stand out in a competitive enrollment landscape.

1. Showcase Authentic Student Life

The most compelling school marketing does not feel like marketing at all. It feels real.

Prospective families want to understand what daily life looks like, not just what appears in brochures. Social media allows schools to present authentic moments that reflect their community, values, and student experience.

What to share:

• Classroom interactions and project-based learning

• Student performances, athletics, and extracurriculars
• Campus traditions and special events
• Day-in-the-life student takeovers

Short-form video continues to dominate engagement across platforms. A 30-second clip of a science lab experiment or a student-led discussion can communicate more than a paragraph of text.

Authenticity builds trust. Families are more likely to engage with content that feels unscripted and genuine rather than overly polished promotional material.

2. Highlight Outcomes, Not Just Offerings

Many schools promote their programs, advanced courses, arts,