In September 2020, EMA conducted a back-to-school flash enrollment survey with the primary focus on enrollment outcomes for the 2020–21 school year. The main survey findings are summarized as follows:

Enrollment.

Overall, more than 60% of schools hit their enrollment goals. Still, aboutone-third of schools did not hit their enrollment goals.

Challenges that schools are experiencing.

While families unable to afford tuition due to a change of financial situation related to COVID-19 was the main challenge for day schools, boarding schools were more challenged by a loss of international students.

Challenges for the coming year.

Most schools have concerns about uncertainty regarding how the new academic year will unfold and how they are going to communicate with families in light of those uncertainties.

Adjustments in the admissions process.

The majority of schools will offer some virtual activities. About one-third of schools are changing their standardized admission test practice by going test optional.

It is worth noting that more than 80% of schools thought that “increased interest from families enrolled in public schools” could be the greatest opportunity. The pandemic could serve as an opportunity for independent schools to enlarge the application funnel and recruit more students from public schools by making thoughtful marketing campaigns promoting independent schools’ strong academic programs, the quality of their in-person learning, their extracurricular activities and programs, the school atmosphere, and the pursuit of excellence.

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