Start Bold: How to Build Buy-In with Back-to-School Messaging

Back-to-school season is your chance to reintroduce your school or nonprofit’s mission, reinforce core values, and build trust with families, staff, and your broader community. When done well, back-to-school messaging sets the tone for the entire year.

Here’s how to make sure your communications build clarity, confidence, and connection from Day One.

Lead with Vision, Not Just Logistics

Yes, families need dates and checklists, but they also need to know why your work matters. Open your first communications of the year with a reminder of your purpose. What is your vision for this year? What kind of culture are you building together?

Example: “This year, our school is focused on connection, strengthening relationships between students, staff, and families to create a thriving community.”

Reaffirm Your Values

Start the year by naming what your organization stands for. Whether it's opportunity, innovation, or partnership, these values should anchor your tone and message across platforms.

Tip: Include a values statement in your first newsletter or family welcome packet.

Prioritize Internal Alignment

Your staff are your first audience. A consistent internal communications plan ensures your team feels informed, valued, and empowered to echo key messages. Don’t just send them the family newsletter, share the “why” behind it.

Try this: Host a 30-minute message alignment huddle or share a staff-only messaging brief.

Be Clear About What’s New

Whether you're launching new curriculum, programs, or leadership, be clear, transparent, and reassuring. Acknowledge change, share the reasoning behind it, and invite feedback where possible.

Message frame: “We’re excited to introduce [new program], which is designed to help us [solve X challenge or meet Y need].”

Make Your Messages People-Centered

Beyond announcements, amplify the people in your community. Introduce new staff, celebrate returning students, and spotlight parent voices. Real people make communications feel real and relatable.

Start Strong. Stay Bold.

You only get one first impression each year. Make sure yours reflects your values, vision, and community commitment. Want help getting started? Download our Back-to-School Messaging Guide, a free resource to support bold, mission-aligned communications in your first 30 days.