Partner
The Donovan Group
Chronic absenteeism continues to challenge schools here in Minnesota and across the nation, affecting academic progress, student wellbeing, and overall school climate.
While solutions must be multifaceted, strong communication that is clear, consistent, and compassionate remains one of the most effective tools school and district leaders can use to boost daily attendance. When families understand the importance of regular attendance and feel genuinely supported, they are more likely to partner with schools to ensure students are present and engaged.
Develop your strategy
For school and district leaders, the first step is establishing a proactive, systemwide communication strategy. Share how attendance impacts students’ ability to learn, graduate on time, and feel like they belong—and do so in multiple formats throughout the year. Brief reminders in newsletters, social media updates, and family handbooks reinforce expectations while normalizing the conversation about attendance as part of every student’s success.
Leaders can also strengthen community partnerships, such as with local health providers, youth organizations, and social service agencies, to help remove common barriers that families face.
Prioritize internal communication
Clear internal communication is equally important. When teachers and staff receive regular updates on attendance trends and have access to supportive intervention protocols, they are better prepared to identify concerns early.
Provide teachers and support staff with talking points and sample scripts that emphasize encouragement rather than compliance. This shared language helps ensure families receive consistent, student-centered messages.
Communicate with empathy
When reaching out to families whose children are struggling with attendance, empathy must guide the conversation. A personal phone call or in-person meeting, rather than an automated notification, builds trust and signals that the school is committed to partnership.
Begin by listening and asking open-ended questions to understand the root causes, which may include health issues, transportation challenges, or family dynamics. From there, leaders can collaborate with families to develop achievable plans, connect them with community resources, and maintain regular follow-up communication.
The messaging here must avoid blame and focus instead on support. Phrases such as, “We want to work together to help your child feel successful at school,” or “How can we partner with you to make mornings easier?” reinforce a team-centered approach.
Celebrate small improvements and recognize consistent attendance publicly, using recognition programs that are inclusive and motivating without shaming those who may struggle.
By communicating with clarity, compassion, and consistency, educational leaders can strengthen relationships with families and create a culture where daily attendance is valued and achievable. This can open doors to understanding, collaboration, and greater student success in the long term.
Steve Bailey is a partner of the Donovan Group, an award-winning school district communication, marketing, and public relations firm that focuses exclusively on public education. The Donovan Group provides 24/7 crisis communications services to MASA members free of charge. Learn more at www.mnasa.org/crisis-communications-services.
