2023 Galapagos Annual K-12 Parent Survey
The Galapagos Annual K-12 Parent Survey revealed insights as to why parents in Michigan switch schools, what they value most from the school they choose, and other revelations into how parent concerns shift with income level and political affiliation.
With declining birth rates across the state of Michigan, and an increased desire from parents to have more choices post-COVID, K-12 schools are seeing student movement increase not just during the summer, but throughout the school year.
It was recently reported that public school enrollment in Michigan fell by almost 9,000 students last year and by approximately 10 percent over the past decade. Private school enrollment continues to grow, and both brick-and-mortar and virtual charter schools have a greater marketing and media presence than ever before, creating increased competition for every single student.
Years of parent surveys for our clients have shown that with economic and societal (even political) shifts in our state and nation, parents’ needs, concerns, and perceptions of their children’s schools often change as a result. This year’s statewide survey revealed a shift once again and also revealed new insight into why parents choose to move their children from one school to another.
Over 620 Michigan parents were surveyed in the fall of 2023. As reported in the survey, 82% of the respondents’ children attend a public school, 7% private, 5% charter, and just under 6% attend a virtual school.
The survey revealed that students who attend a public school are twice as likely to switch schools. Twenty percent of respondents who attended a public school within the past two years have switched schools. Only 9% of students who attended another type of school switched schools within the past two years.
While some of the 20% of students moved from one public school to another, public school students overall pose a higher risk of leaving and lack loyalty to stay with a district.
Why did parents switch their child’s school?
So, other than physically moving, why did parents switch their child’s school? The top two reasons were bullying and learning loss, each representing 12% of parent responses. Other reasons included concerns with academic rigor and teacher quality.
One year ago, safety and security topped the list as the number one reason for a move. While it did not make the top of this list, it remained a consistent theme throughout the survey results when parents were asked about other issues related to their child’s school.
Safety & security was one of the top three concerns for parents, of which almost 90% of parents stated they have a concern with their child’s current school (up from 66% last year).
When we asked parents to select their single biggest concern, bullying topped the list, followed by safety & security, and then mental health.
The Role of Income
According to the survey, respondents’ income level plays a role in what they value from their child’s school and even indicates a varying level of experience. No matter what the income level, parents value quality teachers above all else. However, the second and third most valued aspects of a school change: lower-income households ($49,999 or less) value convenience, and safety & security, while higher-income families ($150,000+) place more value on academic rigor and STEM courses.
Schools should take notice that lower-income households report a low Net Promoter Score, which is a key indicator of their experience. Higher-income families have a significantly better experience, according to the survey, with an NPS of +32 above lower-income families.
The parent survey results provide a deep glimpse into what parents value, what might make them leave your district, and what their biggest concerns are. As competition continues to increase for K-12 schools across the state of Michigan, we encourage school districts to utilize this information to help craft marketing messages that are relevant to parent needs.
Click here to get access to the full 2023 Galapagos Parent Survey Report