Keeping Your New and returning families engaged over the summer

How Smart Schools Use Summer to Deepen Connection and Boost Engagement

By Tim Seldin
President, The Montessori Foundation

Summer may feel like the quiet season in schools—but in truth, it’s a golden opportunity. A chance to build relationships, deepen family engagement, and get ahead on the work that ensures a strong start to the new school year.

At a recent Montessori Foundation and AIMS (Admissions Inquiry Marketing Software) webinar, we had a lively and insightful conversation about what schools can do now—before families drift into vacation mode—to keep the spark alive. Here’s what we learned from each other and from years of real-life experience in school leadership.

Summer Is a Season of Opportunity

Let’s start by acknowledging a simple truth: during the summer, many families disengage. They mean well. But life happens—travel, camps, work, fatigue. We become a vague memory until a back-to-school email jolts everyone back to reality.

But it doesn’t have to be that way.

In fact, summer is a critical window to:

• Reinforce your school’s place in the heart of the family

• Build anticipation and belonging for new families

• Strengthen bonds with returning families

• Head off potential attrition before it happens

The key is intentional, consistent outreach.

Three Audiences, Three Needs

As we discussed in the session, your community isn’t one-size-fits-all. Most schools have three key audiences to think about:

1. New Families – They’ve just joined your community. This is your chance to build excitement, answer questions, and offer a warm welcome. The goal: help them feel like they already belong before the school year begins.

2. Returning Families – These families may seem secure, but summer is often when people reconsider decisions. Life changes—moves, divorces, job shifts—can lead to surprise withdrawals. Keep them engaged so that leaving feels hard.

3. Waitlisted or Prospective Families – Don’t forget them. The more they hear from you, the more likely they’ll stay excited and committed if a space opens up.

What Works? Practical Strategies from the Field

Here are a few of the top strategies we discussed that schools can use to engage families all summer long:

1. Email Campaigns That Build Trust

Create a simple series of emails to:

• Welcome new families and introduce key staff

• Share summer fun ideas and Montessori-friendly home activities

• Offer quick “Did You Know?” insights about your program

• Answer FAQs before they’re asked

• Promote social media accounts (many families still don’t follow!)

Consistency matters more than volume. Even one message every two weeks can be powerful.

2. Family Outreach: Ask and Listen

Send a thoughtful message asking:

• What are your summer plans?

• Anything going on we should know?

• What are your hopes for the coming school year?

You’ll learn so much—and your teachers will love starting the year already knowing what matters to each child.

3. Parent and Student Ambassador Outreach

Activate your room parents or PTA members to welcome incoming families. A quick phone call or coffee invitation can make a world of difference. Consider pairing students too, especially in upper grades.

4. Create a Summer Video Montage

Record short “welcome back” clips from teachers, students, and staff. Compile them into a joyful, authentic video and send it out in August. It’s a low-cost, high-impact way to rekindle excitement.

5. Summer Socials and Ice Cream Events

If families are in town, invite them in:

• Ice cream socials

• “Meet the Teacher” picnics

• Pool parties or open playground days

These informal gatherings spark friendships and belonging early on.

6. Reframe Tuition Reminders with Heart

No one loves bills—but they don’t have to be cold. Consider a friendly message with your invoice:

“Think of this not as a payment, but as an investment in the joyful journey your child is on. We’re honored to walk this path with your family.”

It’s a small touch that reminds people why they’re here.

7. Support for Overloaded School Leaders

Let’s be real—many of us are juggling admissions, finances, summer camp, and gala prep all at once. Lean on tools like AIMS or Montessori Compass to streamline communication and automate reminders where you can. And when in doubt, send a short note that simply says: We’re thinking of you. We care.

Final Thoughts

We don’t stop being a community in June. If anything, these quieter months are the time to double down on connection. Show families that they matter, that their presence is missed, and that they are part of something special.

When you do, you’ll find fewer surprises in August—and more smiles on the first day of school.

Let’s not disappear in the summer haze. Let’s lead with presence, warmth, and intention.