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Winning With Parents: How Top ADs Build Better Partnerships
Parents are one of the most influential groups in any athletic program. They show up early, cheer loudly, and often fundraise behind the scenes. They also bring strong opinions—and sometimes strong emotions—into your events and inbox.
When communication is clear and leadership is steady, parents become your strongest allies. But when expectations aren’t set or feedback is ignored, even small issues can grow fast.
The best athletic directors work with parents, not around them. They lead with clarity, empathy, and steady engagement.
“The way we communicate with others and with ourselves ultimately determines the quality of our lives.”
– Tony Robbins in Awaken the Giant Within
Here are seven ways to strengthen parent relationships and turn them into long-term partners:
- Set Expectations Early and Clearly
- Build Two-Way Communication Channels
- Provide Consistent Program Updates
- Offer Education Around Athletic Development
- Celebrate the Parent Community
- Stay Visible and Approachable
- Address Concerns with Empathy and Consistency
1: Set Expectations Early and Clearly
Start each season by defining roles. Parents support. Coaches coach. Athletes play.
Host preseason meetings that outline team policies, values, communication protocols, and behavior expectations. Use slides or short videos so messaging stays consistent across levels and sports.
When you set expectations upfront, you spend less time managing confusion later.
2: Build Two-Way Communication Channels
Parent engagement isn’t just about announcements. Create opportunities for feedback using digital surveys, short email check-ins, or a parent advisory group that meets quarterly.
When parents feel like their voice matters, they’re more likely to support your leadership—even when things get tough.
3: Provide Consistent Program Updates
People don’t like being left in the dark. Send monthly newsletters or weekly messages with schedules, reminders, and shout-outs. Share highlights, spotlight athletes, and keep parents informed about what’s ahead.
Clear, consistent communication prevents unnecessary questions and builds confidence in your program.
“Uncertainty is one of the most stressful things we experience. People can handle bad news. What they can't handle is no news.”
– Chip Heath in Made to Stick
4: Offer Education Around Athletic Development
Parents want to help, but they don’t always know how. Offer short sessions on nutrition, injury prevention, mental health, or college recruiting. Bring in experts like trainers or counselors, and keep it brief and practical.
An informed parent is more likely to partner with your vision than push against it.
5: Celebrate the Parent Community
Recognition fuels loyalty. Whether it’s a thank-you slide during Senior Night, a spotlight in your newsletter, or a handwritten note after a big tournament—let parents know you see their efforts.
They’re not just fans. They’re part of the program.
6: Stay Visible and Approachable
Leadership isn’t just what you say. It’s what people see.
Show up at fine arts events. Walk the halls. Stop for a quick chat in the parking lot. Presence builds trust, and trust makes tough conversations easier when they come up.
7: Address Concerns with Empathy and Consistency
Problems will come up. How you respond matters most.
Listen fully. Keep your tone steady. Be student-centered in your decisions and follow your communication protocol. Even if a parent disagrees, they’ll respect the fact that you listened and responded with fairness.
Be intentional.
Your program and the people you serve will thank you.
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