Back-to-School Newsletter Guide for Private Schools

Private school families invest significantly in their child's education and bring high expectations about communication. A back-to-school newsletter that is clear, warm, substantive, and reflective of the school's culture tells families their investment is well-placed. One that is generic or rushed tells them the opposite.

Open with the head of school's voice

The head of school, headmaster, or director's opening letter sets the tone for the year. It should be personal, specific, and forward-looking. Not a repetition of last year's letter with the year changed. Reference something specific to this school year: a new initiative, a faculty development investment, a challenge the school is working through, or something the community achieved last spring that is worth carrying into this year.

Describe the academic focus for the year

Private school families want to know what is intellectually ambitious about this year. Name curriculum themes, program enhancements, or pedagogical approaches that distinguish this year from previous ones. A school that can articulate what is new or deepened in the curriculum demonstrates the kind of intentional program development families expect from an independent school.

Introduce returning and new faculty

Private school families often have relationships with individual teachers. A section that notes returning faculty, welcomes new teachers, and mentions any significant faculty changes gives families the continuity they are looking for and prepares them for new relationships.

Outline the key events and traditions

Independent schools typically have a calendar of traditions that are meaningful to the community: fall retreat, grandparents' day, international night, senior chapel, arts showcase. Listing them in the back-to-school newsletter reminds returning families and orients new ones. Families who look forward to specific events are more engaged throughout the year.

Set the communication expectation

Tell families how they will hear from the school, at what frequency, and through which channels. Private school families who feel well-informed are satisfied families. Those who feel left out or surprised by developments become problems. A clear communication commitment at back-to-school time is the best prevention.