By Christine McNally

Essential Skills of a Successful Child Care Director – 6 Part Series

Part 6: Essential Skills Every Child Care Director Needs for Boosting Enrollment

In the final part of our six-part series, we focus on a director’s role in increasing enrollment. Enrollment growth ensures sustainability and provides more opportunities to enrich children’s lives. From effective communication to creating a welcoming atmosphere for families, this installment covers the skills and strategies needed to make a great first impression and win families over.

As preschool directors, one of our most important responsibilities is increasing enrollment. This not only ensures the sustainability of our programs but also helps them grow and thrive.

 While there are many skills involved, two stand out as particularly important: excellent phone communication skills and the ability to connect warmly with prospective families.

Friendly Phone Communication

Effective communication begins with a warm and inviting greeting over the phone. A simple, cheerful “Hello!” can set a positive tone for the entire conversation and create a great first impression. When speaking with prospective families, focus on gathering important information while making sure the caller feels valued and understood.

Gathering Key Information

During the call, it’s important to collect relevant details about both the child and the parent. Here’s what to keep in mind:

• Child Information:  Age, developmental needs, and any specific requirements.
• Parent Information:  Names, contact details, and any other pertinent data that can help tailor your approach.

Understanding Family Needs

Beyond just gathering information, try to uncover the family’s specific needs. Knowing what they’re looking for in childcare helps you create a more personalized experience. Consider asking questions like:

• What are your top concerns when choosing a preschool?
• What type of environment do you envision for your child?

Creating a Sense of Urgency

Once you’ve identified the family’s needs, it’s time to create a sense of urgency. Highlight limited openings, registration deadlines, or unique aspects of your program that might be particularly appealing. For example, you might say, “We currently have only a few spots left in our toddler class, and they fill up quickly!”

The Importance of a Personal Tour

The next crucial step in the enrollment process is inviting families for a tour of your facility. A personal visit allows them to experience the warmth and nurturing environment of your program firsthand. During the tour, be sure to:

• Showcase Key Features:  Highlight your curriculum, facilities, and the positive interactions between staff and children.
• Encourage Interaction:  Allow prospective families to engage with staff and observe classroom activities. This fosters trust and confidence in your program.

Ending on a Positive Note

As the call or tour wraps up, aim for a warm closing. Thank the parents for their time, express your excitement about the possibility of their child joining your program, and encourage them to reach out with any further questions. A heartfelt closing leaves families with a positive impression and reinforces their interest in your preschool.

Boosting enrollment is about more than just filling spots—it’s about building trust and forming meaningful connections with families. By mastering communication and showcasing your program’s strengths, you create a pathway for sustainable growth. Thank you for joining us for this series.

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I hope this series has inspired you to embrace the vital role you play as a director in shaping your preschool community. By balancing the various responsibilities of leadership and management, you create an environment where both children and staff can thrive. Thank you for your dedication and love that  you pour into your work every day; it truly makes a world of difference for the families you serve.