Over the years, private school recruiting has evolved from pure word-of-mouth and traditional marketing to more modern methods. For admissions directors the challenge is to fully understand what families seek in their children’s education.
To help with this, we compiled the current private school enrollment trends. No matter where your school is, the families it serves, or the number of students enrolled, this report will speak to how you can maximize the impact of recruiting campaigns.
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Understanding the Current Enrollment Landscape
While the National Center for Education Statistics (NCES) provides a comprehensive snapshot of private school enrollment through its biennial Private School Universe Survey (PSS), the latest data available reveals a relatively stable landscape.
In the 2021-22 school year, approximately 4.7 million students, or eight percent of all K-12 students, were enrolled in private schools nationwide. This figure has remained consistent in recent years, indicating a steady trend in private school enrollment.
However, to gain a more up-to-date understanding of current trends, it is essential to delve into more recent state-level data. Private school enrollment in states with robust school choice programs has experienced significant growth in recent years. For example, Indiana, Ohio, and Florida reported enrollments of 90,000, 170,000, and 440,000 students, respectively, in 2024. These figures represent increases of five, two, and 14 percent from the previous year, respectively.
The National Association for Independent Schools, in its most recent 2024-2025 NAIS Trendbook cites, “In 2023-2024, median enrollment at NAIS schools has achieved a five percent increase over 2019-2020.” It’s important to note this trend in growth varied widely by school type and location. Another key insight from NAIS finds many metropolitan areas with growing independent school enrollment are in the southern United States. Some of these areas include Richmond, Miami, Dallas, Houston, Tampa, Baltimore, Atlanta, and Washington D.C.
Another piece of good news is many NAIS schools are seeing positive signs in the admissions funnel, and NAIS notes, “As of 2022-2023, selectivity increased as median acceptance fell. Yield was up. Attrition was down.”
These higher yield rates also signal a growing demand for independent schools from 2020-2021, according to NAIS. Additionally, the National Catholic Education Association (NCEA) reported during the 2022-2023 school year, Catholic school enrollment has grown (0.3 percent) to 1,693,493 students in 5,920 schools, which underlines a continuing trend of increasing Catholic school attendance across the nation.
We would be remiss if we did not include the National School Choice Awareness Foundation’s January 2024 survey of 2,595 U.S. parents which revealed, “U.S. parents increasingly see school choice as a “new normal.” More importantly, 72 percent of those surveyed considered new schools for their children last year compared to 52 percent in 2022, which is a 35 percent relative increase. The demographic profile of private school students is diverse, reflecting the broader societal landscape.
However, certain patterns emerge. Historically, private schools have been associated with higher-income families. While this remains true for many, there has been a growing trend of families with lower incomes seeking out private schools, particularly those that offer scholarships or financial aid. This shift is partly driven by a desire for smaller class sizes, specialized programs, or religious affiliations.
It’s also important to note higher income families are applying for financial aid in more numbers than in previous years. Private schools often attract students with strong academic backgrounds. Many families choose private schools for their rigorous curriculum, experienced teachers, and emphasis on academic achievement. However, it is important to note private schools also serve students with a wide range of academic abilities.
The prevalence of private schools varies across different regions of the United States. Urban areas tend to have a higher concentration of private schools, while rural areas may have fewer options. Additionally, the availability and affordability of private schools can vary depending on local demographics and economic conditions.
School choice policies, such as voucher programs, tax credit programs, and charter schools, have played a significant role in shaping the landscape of private school enrollment. These initiatives aim to increase parental choice and competition among schools.
It’s also important to stay aware of changes or shifts that are happening in higher education. One example of this is the recent SCOTUS ruling on affirmative action and what might be a trickle-down effect on independent schools and enrollment. Schools can be proactive in reviewing their selection processes and creating additional marketing efforts to reach diverse communities for more potential applicants.
Strategies to Strengthen Recruitment Tactics
Amid these larger trends, there are still plenty of opportunities to bolster applicant pools and increase school enrollment. Here are some strategies to create applicant experiences that compel action.
- Leverage Technology: Use your website, LinkedIn, virtual tours, and software integrations to enhance the admissions process and improve communication with families.
- Visit Classrooms: Give potential new students and their families the chance to sit in on classes before they complete enrollment forms. Students can then get a sense of what it is like to attend your school, while parents have a way to organically interact with teachers.
- Keep in Touch: Nurture families through regular emails and texts, sharing upcoming school events, application resources, and more to build trust. For a quick way maintain a good impression, you can also share pictures and short videos depicting student life on your social media platforms.
These tactics are only a handful of the ways schools can better resonate with families.
