Over the past two years, Bellwether launched two grant programs to expand access to flexible, personalized learning opportunities for students and families — particularly families furthest from opportunity. The Filling the Gap Program supported grantees focused on increasing access to supplemental educational programs, while the Assembly Grant Program supported solutions that help families access any flexible learning option, including supplemental, career-focused, or alternative schooling opportunities. 

As we reflect on these programs and the grantees’ work, several key themes and insights emerge. This series of blog posts will share the approaches our grantees used to support families and the lessons we learned about ensuring all families can access educational experiences tailored to learners’ needs, interests, and goals. 

One lesson for both Assembly and Filling the Gap grantees rang true: Families can only participate in programs they know about. It doesn’t matter how well-designed or beneficial flexible learning options and the programs that fund them are if families are unaware of options or how to access them. Grantees implemented various strategies in their communication campaigns and shared what they learned to ensure that the right information reaches all families, especially those who may benefit the most. 

Invest in Broad and Strategic Communications 

A well-executed awareness campaign involves multifaceted communication strategies to reach communities. For example, aligning the timing of a campaign with seasonal peaks in families’ interest or translating digital and print resources into local languages can significantly boost reach and engagement. Strategically maximizing communication channels — including traditional methods such as email and phone calls, along with text messaging, social media, and mobile apps — increases families’ likelihood of receiving information.

During the Filling the Gap program, Bluum, a nonprofit in Idaho, built awareness of the state’s Empowering Parents Program through radio advertising in English and Spanish, social media advertising, digital display advertising, and streaming video ads on platforms such as YouTube. Similarly, Minnesota Afterschool Advance, a nonprofit committed to improving access to afterschool learning, leveraged social media and implemented culturally specific outreach to increase awareness and adoption of the state’s K-12 Education Tax Credit among Hispanic and Hmong communities. 

 Test and Refine Messaging 

Effective communication also requires tailoring the message and delivery method to the target audience. GreatSchools, a well-known nonprofit school information site, used Assembly Phase 1 funding to develop an email campaign strategy that leveraged families’ profile data to connect them to a high-quality tutoring provider, reducing the time needed to search for information.  

Another way to tailor communication is through testing language to understand what resonates with families. When Outbridge, an initiative of Outschool.org, conducted message tests, staff learned that asset-based language in email notifications about Virginia’s K-12 Learning Acceleration Grants increased family engagement significantly. Email messaging focused on potential and growth helped families envision the difference the state’s microgrant program could make for their children. 

Our grantees also learned that messaging about options and programs must be clear and consistent to prevent confusion and distrust among families. Training trusted partners or providing pre-made marketing materials ensures accurate and consistent information is shared across all channels. For example, CityTutor DC’s efforts to bring free high-impact tutoring to students across Washington, D.C., included convening practitioners to solve challenges and share best practices. CityTutor DC also provided marketing materials for partner schools and compiled a Caregiver Toolkit so that partners could quickly point families toward a one-stop shop for information. 

Leverage Community Partnerships 

Community partners play a vital role in sharing information about learning options and state programs, as they often have established relationships and trust within the community. They can also follow up with families, provide valuable insights regarding potential barriers to access, refine future outreach efforts, and host information sessions in easily accessible locations.  

Assembly grantee Education Foundation of Sarasota County (EFSC) leveraged a network of more than 20 partners in the Newtown, Florida community to recruit families’ insights about flexible learning through focus groups and town halls. Through partners, EFSC interviewed and surveyed over 200 parents, family members, and learners. Similarly, NavigatEd Arizona partnered with school districts across the state to raise awareness of flexible learning options, finding that those partnerships were especially vital in rural communities.   

Harness Peer-to-Peer Influence 

Parent-to-parent or student-to-student messaging can be incredibly impactful. Many grantees saw that families were more likely to trust and act on information received from peers with similar experiences and backgrounds.  

Several grantees encouraged current and past students and families to share their experiences with flexible learning options. Grantees such as People for PSEO, Colorado Succeeds, and RESCHOOL hired student ambassadors to spread awareness and information about state-funded postsecondary opportunities. Because these ambassadors had already used the programs themselves, they could help their peers understand and navigate the complexities of the programs. This approach increased program awareness and built a supportive community that could sustain program interest and retention.  

Conclusion 

Effectively communicating with families about state programs that can help them cover the cost of learning options is foundational to building a flexible, equitable learning ecosystem. Many of the organizations described do not have devoted communications teams. Nonetheless, they do have deep knowledge, expertise, and partnerships with their communities, which helped them ensure that more families — especially those furthest from opportunity — are aware of and able to access flexible learning options.