Christian Schools Gain Exposure in Their Communities

It can happen at any school: the staff is hired for the next year, the curriculum established, the textbooks purchased... but are there new families? If parents of potential new students don’t hear about the school, enrollment will inevitably reflect it.  

So how can Christian schools get the word out? 

There is no single correct answer, but some methods have proven more fruitful depending on the school. 

The good news is that the harvest is ripe—many families are open to Christian schools in the aftermath of COVID-19. 

“I think COVID pushed families to understand education better and consider what was being taught,” said Kristie Taylor, Director at Lancaster Christian Academy in South Carolina. “Parents were exposed to what was going on and they began reaching out for a Christian option.” 

Calvary Christian School (CCS) in Columbus, Georgia, has seen that trend firsthand. The school boasts a 40 percent increase in enrollment over the last three years, according to Headmaster Jim Koan. 

Before the COVID bump, CCS also gained exposure by adding athletic programs, which has made the school competitive as a full-fledged alternative to public school. 

“It really impacted K through 12 in enrollment when we added a football team,” Koan said. “In the mindset of the community of Columbus, Calvary went from that little school on a hill to a legitimate high school.” 

Athletic programs make the biggest difference for schools that may otherwise be perceived as different or small compared to nearby schools. 

This was true for Johnson Ferry Christian Academy (JFCA) in Marietta, Georgia. Due to its model with in-person classes twice a week, some parents were unsure if JFCA could offer their children a full high school experience. That improved when the school added athletics programs, according to Head of School Nathan McCown. Some families even began sending their children to JFCA specifically because of athletics, since they could play multiple sports at JFCA rather than being on the fringe of making one team at a larger school. 

Arcadia First Baptist Christian School is in rural Santa Fe, Texas, which can make it challenging to get the word out. Arcadia remains committed to providing a nurturing and academically rigorous environment for students from kindergarten through 12th grade.  

"Our school's community is built on the principles of faith, compassion, and academic excellence, and we are dedicated to ensuring that every student receives the support and guidance they need to thrive," said Katy Wheeler, the school's Administrator. 

One of the cornerstones of Arcadia's approach is the power of word of mouth. This year, the school solicited "Family Shout Outs" from families who wanted to share supportive words about the school and faculty. 

"These posts have really made an impact coming from our current parents and students as they share their positive experiences and success stories," Wheeler said. 

During National School Choice Week in January, Arcadia students created their own signs about "Why We Love Arcadia," which were posted in the gym for Preview Night. The school also posted twice a week on social media showcasing a student while holding their sign. 

Arcadia also placed a large "Now Enrolling" banner in front of the school and has reported great success in how often people notice it. 

"It is also important to build a team of people on your faculty and staff that are supportive and like-minded in the same mission for the school," Wheeler said. "These people continue to share their love of the work they do at Arcadia and share opportunities that others in their church, small groups, neighbors, and friends can take part in becoming part of the AFBCS family. It does take a village to do the Lord's work." 

Word of mouth is the glue that holds marketing efforts together. At Bethesda Christian Academy (BCA) in Durham, North Carolina, there are about 60 churches in the area with at least one student attending BCA, resulting in a high number of families who could interact with parents already involved at the school. 

For families who want to move on from public school, BCA can be especially appealing as not only a Christian school, but a discipleship school that requires parents to have a pastoral reference to enroll their child. 

“Lots of people that come in will say, ‘We have friends who talk about the school, and that’s why we’re coming,’” Lower School Principal Brenda Brown said. 

Eagle’s Landing Christian Academy (ELCA) in McDonough, Georgia, benefitted from word of mouth, at least partly because of notable attributes that were easy for parents to describe to others. ELCA offers close to 20 AP classes, has a respected football program, and hosts a fine arts presentation each spring. These events allow current families an opportunity to invite others along and allow them to see a small part of the ELCA experience. 

“I think surveys would tell you the reason most people come to church is because somebody personally invites them,” said Interim Head of School Richard Allen. “I think it’s the same way with our school.” 

Like many school leaders, Taylor recognizes that gaining exposure is something Lancaster Christian Academy (LCA) is “an area we’re still working on.” 

LCA is a ministry of a church with close to 3,000 members, which provides a built-in base to hear about the school but also makes LCA feel like a small fish in a big pond. “We find in our church there are people who don’t even know there’s a school going on in the church,” Taylor said. 

To stand out more, the school created its own website after previously having a tab under the church’s website. The school also made its own Facebook page and other social media accounts where a staff member posts regularly. LCA staff even put street signs around the neighborhood, including a flashing neon road sign. 

No matter the effort, no school’s future or enrollment will be decided by one person’s efforts. Again, in the words of Katy Wheeler at Arcadia First Baptist Christian School: “It does take a village to do the Lord’s work.”