When a student heads off to university, it’s a common assumption that parents and families take a back seat. But those working in Student Affairs know that families often continue to play a significant – and sometimes complex – role in students’ lives.

Many of today’s students are more connected to home than ever – regularly texting, calling, and seeking advice on everything from housing to handling stress. When it comes to student success, that constant connection isn’t just background noise, it’s an opportunity to engage families as partners in the student journey.

More institutions are now starting to realize that parents and families aren’t a barrier to student independence – they’re a vital part of the support system. And when institutions engage families in the right way, the results speak for themselves.

The Influence of Families

Leaving home doesn’t mean cutting ties. In fact, 41% of students still speak to their parents every single day. Whether it’s a quick text about a deadline or a late-night call after a tough day, the connection to home is often still strong.

Research shows that this connection is influential in the success of the student, too. A recent study found that students with engaged parents have retention rates that are 5.7% higher on average. For underrepresented groups, the gains are even bigger.

And yet, despite the numbers, many universities are still struggling to walk the tightrope between respecting student independence on one side and including families in the college experience on the other. 

What Happens When Families Are Informed

When families are kept in the loop, they’re much better placed to support students – offering emotional support and encouragement, nudging them to join in with campus life, or noticing when something’s not quite right. It’s about shifting from well-meaning bystanders to informed, proactive supporters.

Hanover College saw this firsthand. Seeing barriers that made it hard for families to access key information, they introduced a single unified information hub. The result was a measurable improvement in retention. It didn’t require a dramatic overhaul, just the simple act of making support easier to give – showing that even small changes can have a transformative effect on the student experience.

First-Gen and Underrepresented Students Benefit Most

Some students arrive at university already fluent in how the system works. But others are figuring it out for the first time, often with families who are learning alongside them.

That’s the reality for many first-generation and underrepresented students. Their families are deeply invested in their success, but without a clear roadmap, offering support can be difficult. With the right communication, though, that changes. One study found that when families were kept informed, retention rose by 6.3% for Black and Hispanic students.

This is why institutions are rethinking how they involve families – starting early, and making sure every parent or guardian has the chance to feel confident in their role. By involving first-gen families during orientation, they help demystify the student experience and give parents the tools they need to provide real support from day one.

How Institutions Are Making It Work

With all the crucial work taking place in Student Affairs, it’s no surprise that parent communication has often been knocked down the priority list. But now, that’s slowly starting to change.

More universities are now treating family engagement as a strategic priority, and it’s paying off. One standout example is Duquesne University, which launched a dedicated parent portal packed with tailored newsletters, message boards, and event updates. Not only did this create a stronger sense of connection, but it also gave families a reliable place to stay informed and involved.

Other institutions are following suit, investing in tools and strategies that make communication easier – and more impactful. These include:

• FERPA-friendly permissions tools that allow students to choose what academic or financial information they share with family members
  
  
• Clear, consistent communication strategies focused on timeliness, simplicity, and personal relevance
  
  
• Automated alerts and reminders for key moments like registration deadlines, tuition payments, or academic holds

These changes improve support while giving families an official channel to access information.

Why Digital Tools Make All the Difference

Of course, when you’re supporting large numbers of students, maintaining personalized communication with every family isn’t realistic – that’s where digital tools come in.

With the right platforms in place, universities can engage families without stretching Student Affairs teams to their limits. For example:

• Digital learning platforms can deliver short, engaging content to educate families on how the university works and where to find support.
  
  
• Opt-in communication systems keep families in the loop with just the right amount of information, without overwhelming them or crossing boundaries.
  
  

Ultimately, it's about giving families the tools they need to support their students – without taking away student autonomy or adding strain on university staff.

Conclusion: Parents as Partners in Student Success

University is a time of growth and independence, a time in students’ lives when they can define who they are. But that doesn’t mean going it alone. Behind the scenes, families are often playing a quiet but crucial role in helping students stay on track. 

When institutions treat parents and guardians as partners rather than outsiders, everyone benefits. Students feel more supported, retention improves, and equity gaps begin to close. With a thoughtful approach to communication, universities can harness the influence parents already have and turn it into a real asset for student success.

About GoodCourse

Universities use GoodCourse to improve student outcomes by delivering impactful training courses, built for today’s students – by pairing social-media-style content with expert research.

From anti-harassment training to promoting civil discourse, universities trust GoodCourse to provide students and staff with the tools they need to build safer, more connected campuses.

Talk to a member of our team today to learn about how other universities are improving student outcomes, student safety, and meeting regulatory requirements.

FAQs

1. Isn’t involving parents at university a threat to student independence?‍

Not at all – when done right, parental engagement empowers students by giving their support networks the tools to help when needed, without overstepping. With FERPA-friendly systems, students remain in control of what’s shared.

2. What kind of information should we be sharing with parents?‍

Focus on practical, timely updates that help families support their students – things like registration deadlines, tuition reminders, campus events, and available wellbeing resources. It’s about enabling, not overloading.

3. How can we engage families at scale without adding more pressure on staff?

‍Digital tools make it easier than ever. Platforms like GoodCourse deliver micro-learning content directly to families, while parent portals and opt-in communication systems streamline updates and reduce one-on-one admin time.