Private School Admissions Optimization Lessons from the 2024-25 Season

Private schools have long been popular in the Bay Area, especially in San Francisco. This past season, private school admissions exhibited demographic trends of families moving out of and within the Bay Area, as well as a softening economy. In the Peninsula and South Bay, private school stalwarts noted an increase in applications, whereas in San Francisco, independent schools saw a slight softening of enrollment as parents debated whether to stay in the city and pay for private school, or move to a preferred school district and enroll in public school.  

To understand the impact of the economy on private school admissions, we can review two blogs that described the correlation between income and private schooling, and the correlation between population density and income with private schooling. The city shares this graph showing a substantial drop in children through 2020, and the SF Chronicle shares more detailed population graphs showing declines in school aged children in almost every Bay Area County since 2020, then flattening in 2022. While populations have stabilized, the private school market relates strongly with the economy; the more discretionary income, the more likely parents choose private schools. Whether due to concerns about public schools or the desire for a better education, parents choose private schools in times of abundance. We can through this lens make sense of shifting private school demand county-by-county. 

Once we understand that the economy and demogrpahics can change the demand for our favorite private schools, we can plan ahead. Rather than follow last year’s demographics, which risks missing the next shift, we can assume that shifts may occur.

In order to stay ahead of changes, we can follow two admissions optimization strategies: (1) optimize our applications, and (2) expand our school targets.

Optimizing Applications

In order to increase our odds of admissions, we must start with the applications. The entire package should present a family who is cooperative, pleasant, and will contribute to the community. Let’s review the pieces of the admissions application package:

• Essays. Essays are a wonderful place to leave a lasting impression that the family is a great fit for the school. The parent essays should demonstrate an understanding of the school’s philosophy, a clear fit for that philosophy with the child, and a likeability factor for both parents and children. Similarly, student essays for middle and high school should demonstrate all these same aspects, as well as writing skill that matches the proctored writing assessment, and a desire to participate in the school community. In addition, each set of essays should be customized to the school.  

• Interviews. Interviews with parents and students can create a lasting touchpoint. Because they are difficult to prepare for, interviews provide schools a reality check for who the family is, and that the essays represent them. In addition to keeping top of mind the school’s approach to education, parents are wise to create a question to ask the school. Similar to job interviews, that question should be tailored to the school, not too easy, not too hard, and a demonstration that the parent has done their research.

• Tours and Optional Events. Attendance at admissions events is tracked by schools. Some may consider how many events a parent attended, while others will only confirm that a parent attended the basic tour and open house. In addition to attendance, the school might note if the parent and student had any particular interactions that resonated, whether positive or negative, so carefully formulating questions during admissions events can be helpful.

• Extra Recommendations. Whether extra recommendations from a parent at the school can help depends on who the recommeners are and how well they know your family. In most cases, recommendations are most helpful if the person knows your family well and is influential at the school, for instance a member of the board. 

• Academic Support Issues. For students with additional needs or neurodiversity, schools will want to understand what exactly are the child’s needs and whether the school has the resources to meet them. I work with many families with neurodiverse children, and framing the needs is quite important. 

• Athletics and Extracurriculars. For high schools, students who will participate in extracurriculars are quite valuable. The only way to field an athletic team or to run a functional club is with student participation. Many private schools are small, so may prefer a student with interests that matches their offerings. 

Optimizing the School List 

In order to insure against demographic changes, in case our target schools undergo an increase in popularity, we also can diversify our school list. We are not removing schools that ar popular, but rather, adding schools. Several strategies can help:

• Expand the Geographic Reach. Within the Bay Area, San Francisco has the highest number of private schools and also the highest percentage of students in private schools. Depending on the job market, though, families often shift their targets among Bay Area counties. By expanding to other parts of the Bay Area, a parent can increase the list and reduce risk. For younger kids, start with where your commute is currently, whether your company has an alternative office, and schools with transportation. For middle and high schoolers, the range can expand with public transportation, in particular CalTrain, BART, and Muni. I’ve visited numerous Bay Area schools where students take the train and/or a shuttle to school each day. In addition, schools sometimes prefer a geographically diversified student body.

• Target Under the Radar Schools. Private schools are not immune from fashion trends. Over the years, one comment resonates: “I’ve been to Giants games less popular than the [name the popular school here] tour.” Rather than avoiding highly popular schools, I’m suggesting that families add additional schools that are either less in vogue at the moment or not yet well known outside of a small community. The benefit of these schools can be more attention to your children, an appreciation by admissions teams, and the potential to find a strong match with your child’s educational style. We’ve seen these schools go above and beyond for their students, and appreciate every family in special ways. Remember, that the most important outcome is a happy child who thrives at their school, and for some, that means a less known school.

Role of a K-12 Consultant 

A consultant can help you navigate through the school selection and application process process to develop the school list, edit your application essays, and select the best fit for your child. While I keep a list of schools with openings, I also consider the student and family needs when I craft a school list. A consultant can also review all admissions materials, in particular student and parent essays, to help focus them to each school’s admissions goals. How to share a neurodiverse child’s needs can be critical in gaining admissions. For those children who have challenges writing up their ideas, I can directly work with your child to brainstorm, draft, and edit their own essays. I provide feedback on whether the essays read as genuine and how to shine during the application process. 

Want more input on K-12 schools?

Vicky consults with families to help select, apply to, and communicate with public and private schools in the San Francisco Bay Area. Vicky maintains a principle of non-judgment. Hourly, VIP, and Season packages include a discussion to review school options, applications, essays, and key decisions. Vicky offers a limited number of packages each year to assure her availability. 

Vicky’s own children have attended both public and private schools, and have received both accommodations and curriculum changes; her elder is in high school, and her younger in middle school. New clients can email to learn more about her services, or see her website to learn about her packages.