How to Engage Parents With School Attendance

Parental engagement can make a huge difference to a child’s school attendance. But it’s one thing to know that and another thing altogether to actually secure that engagement.

In this blog post, we outline some practical ways to improve parental engagement around attendance, so you can develop a whole-school approach that actively increases engagement and, therefore, attendance.

Breaking Down the Barriers to Parental Engagement

Before we can improve engagement, we need to understand what gets in the way.

There have been significant changes in how parents interact with schools since the pandemic. Communication patterns shifted, routines changed, and for some families, trust and connection with school were disrupted. Engagement may look very different now than it did a few years ago.

For some parents, their own negative experiences of school cloud their opinion of their child’s school journey. If school felt unwelcoming or unsuccessful for them, they might expect the same for their children. This can make parents anxious, defensive, or disengaged, even when they deeply care about their child’s success.

It’s also important to reflect on our own expectations of what is a practical or reasonable level of engagement. Sometimes we feel a family isn’t engaging, when in reality both parents may be working, juggling multiple responsibilities, and simply don’t have the time to attend assemblies or meetings during the school day. That doesn’t mean they don’t care – it means we need to rethink how engagement looks.

Create a Welcoming Environment

The first impression a parent gets when visiting your site can immediately set the tone for the interactions they expect from you.

A welcoming environment sends a powerful message that parents belong in the school community, not just their children. This includes the physical space: is the school tidy, warm, and inviting? Small touches, like flowers in the entrance hall or inspirational messages on the walls, can make a big difference.

It also includes how parents are greeted. For example, when a parent arrives late, how do you react to them? Are they met with disapproval, or a genuine “thank you for bringing your child in today”? Being happy to see parents – even when conversations are difficult – helps build trust and openness.

Simple, human interactions matter. A smile at the gate. A friendly word in the morning. These moments build connection over time.

Be Clear and Consistent with Messaging

When it comes to attendance messaging, clarity is key.

Parents need simple, consistent messages that balance empathy with clear expectations. It’s important to acknowledge family challenges while still being firm about why attendance matters.

Rather than overwhelming parents with percentages and statistics, help them understand the real impact of absence. What does missing one day a week mean over a year? How does that affect learning, friendships, and confidence? Speak in a way that feels relevant and meaningful.

Most importantly, show parents that you share the same goal. You’re not on opposite sides – you’re working together to help their child succeed.

Speak on Parents’ Terms

Effective engagement means meeting parents where they are.

No single method of communication will reach everyone. A welcoming word at the school gate, instant messaging, phone calls, emails, newsletters, your website, attendance posters or displays, and social media all have a role to play. Combining channels increases the chances that parents will feel informed and connected in a way that works for them.

Technology can be especially powerful for families who can’t always be present in person. Sharing positive messages, updates, and celebrations online allows parents to engage without feeling judged for what they can’t attend.

Reframe “Hard-to-Reach” Parents

Every school has them, those families who just don’t seem to engage with school communication at all.

It’s easy to label these families as “hard to reach” and let that become their defining characteristic. But these parents still care about their children, so we need to keep trying.

Instead of seeing them as hard to reach, try thinking of them as families you’re yet to connect with. The challenge becomes: where is the connection point for this family? Who do they trust? What method of communication works best for them?

And don’t be afraid to change approach. Falling into the mindset of “this is how we’ve always done things” can be dangerous. If something isn’t working, it’s okay – and sometimes necessary – to do things differently.

Going back to our own expectations, are there other ways we can measure engagement? Do children come in looking smart? Is their homework done? These can be signs of strong engagement, even if parents are uncommunicative.

Celebrate the Positives

Attendance conversations can often feel negative, and families notice that.

Celebrating improvements and successes goes a long way. Acknowledging families who have worked hard to improve attendance helps shift the narrative from punishment to partnership. When parents see that schools are actively looking for positive moments, it builds goodwill and motivation.

Recognising effort, not just perfection, sends a powerful message: improvement matters, and it’s noticed.

Take a Whole-School Approach to Engagement

Parental engagement shouldn’t rest on one person’s shoulders. As with attendance, it works best when you take a whole-school approach.

Every member of staff has a role to play. Teachers greeting parents each morning often notice small changes – a parent who doesn’t quite seem themselves, a family who might be struggling. Sharing those observations within the team allows schools to be proactive rather than reactive.

Quick check-in calls, made with care rather than concern, can make a huge difference. Sometimes simply saying, “I noticed you didn’t seem yourself this morning. I just wanted to check how you are,” opens the door to meaningful support.

Different parents connect with different staff members. Some may feel comfortable with a class teacher but not with senior leaders, or vice versa. Schools should use their staff strategically, ensuring that every family has a trusted adult they know they can reach out to.

Just as we want every child to have a trusted adult in school, it’s equally important that every family does too.

Final Thoughts

Engaging parents with school attendance isn’t about blame or pressure. It’s about relationships, empathy, flexibility, and trust. When parents feel welcomed, understood, and valued, they are far more likely to engage – and when engagement improves, attendance follows.

— Lucas Abbott