Recruiting Students for Your Afterschool Program: Proven Strategies from a Veteran Director

No matter how strong your curriculum or how talented your staff, an afterschool program can’t succeed without students. Recruiting students is about more than filling seats—it’s about connecting with families, building trust, and demonstrating the value your program brings to the community. As a veteran afterschool program director, I’ve learned that the right recruitment strategies not only grow enrollment but also strengthen relationships with schools and families.

Why Recruitment Matters

Enrollment numbers directly impact your funding, staffing, and ability to sustain services. For grant-funded programs, meeting enrollment targets is often a requirement, not just a goal. A strong recruitment plan ensures your program reaches the children who need it most, aligns with your grant’s objectives, and provides stability for long-term success.

Do’s and Don’ts for Recruiting Students

Do:

• Partner with local schools, teachers, and counselors to identify students who would benefit most.

• Use multiple outreach channels—flyers, social media, parent emails, and community events.

• Highlight the benefits of your program, such as academic support, enrichment activities, and safe supervision.

• Make the enrollment process simple and accessible for families.

Don’t:

• Wait until the last minute to start recruiting; strong programs recruit year-round.

• Overlook language barriers or cultural differences when communicating with families.

• Assume families know what your program offers—spell out the value clearly.

• Forget to track recruitment efforts; data helps refine your strategy over time.

Best Practices for Student Recruitment

Build relationships within schools first. Teachers and administrators are trusted messengers for families, so their recommendation carries weight. Host family information nights to answer questions and showcase your activities. Use testimonials from current parents and students to build credibility. And don’t underestimate the power of word-of-mouth—when families have a positive experience, they become your best recruiters.

Marketing Tools That Work

Today’s families are busy and often rely on quick, accessible information when making decisions. Use digital flyers and social media campaigns to spread the word about your program. Short videos showcasing your staff, activities, or student success stories can connect emotionally with parents. Consider offering referral incentives for current families who bring in new enrollees. And don’t forget traditional tools like community bulletin boards, church partnerships, and school newsletters—they remain powerful ways to reach local families who may not be active online.

Don’t Just Recruit—Retain

Getting students in the door is only half the battle; keeping them engaged is just as important. Programs that focus on student interests and provide opportunities for leadership and growth tend to have stronger retention. Consistency, quality programming, and family engagement are the keys to building loyalty. Remember: every satisfied student becomes an ambassador for your program.

Always Align with Grant Requirements

Recruitment strategies should align with the priorities outlined in your grant. Some funders may require you to target specific populations, grade levels, or neighborhoods. Be intentional in meeting these requirements and document your outreach efforts. Doing so ensures compliance while also demonstrating your program’s impact.

Suggested Family Outreach Questions

When connecting with prospective families, consider asking:

1. What are your child’s biggest needs after school—academic support, enrichment, or social development?

2. What challenges do you face in finding safe and engaging afterschool options?

3. How can our program best support your family’s schedule and goals?

4. What activities or skills would you like your child to experience through an afterschool program?

5. What concerns or hesitations do you have about enrolling your child?

Building Enrollment That Lasts

Recruitment is not a one-time effort but an ongoing process. By maintaining visibility in your community, offering high-quality programming, and building relationships with schools and families, you’ll establish a strong pipeline of students year after year.

Final Thought

Recruiting students for your afterschool program takes consistency, creativity, and commitment. When you meet families where they are, highlight the value of your program, and align with grant expectations, you set your program up for success. The result is not just full enrollment—it’s a thriving program that meets the needs of your community while satisfying funders and stakeholders.