The power of effective communication: keeping families connected and engaged

In children’s activities, it’s not just about what happens in the session. It’s about how connected families feel to the experience.

Whether it’s gymnastics, football, drama or other activities, parents and carers want to feel informed, reassured, and involved. It’s not just about sharing updates. It’s about helping them understand the value of what their child is experiencing and how they’re progressing.

Our What Parents Want report, based on insights from 250 UK parents, highlights just how important this is, and how much it influences their decisions.

So, how can you keep families informed in a way that builds trust and keeps them coming back?

Why communication matters more than ever

Good communication is a core part of the experience you offer.

Parents want to know their children are enjoying themselves, developing skills, and part of something positive. When that’s visible, it builds confidence in your club.

Our research found that:

• 87% of parents consider communication an important part of their child’s activity
• 25% say communication directly influences whether they renew

Clear, consistent communication helps families feel confident in their choice and more connected to your club.

Within Thrive4, communication is seen as a key driver of stronger, more engaged communities, not just a way to share information.

Communication drives retention and trust

Communication doesn’t just inform, it influences behaviour.

Nearly a third of parents (32%) said they want better visibility into how their child is getting on. In performing arts, 31% said they’d be more likely to renew when communication is strong.

This highlights a simple truth: when families feel informed and included, they are more likely to stay engaged and continue their journey with your club.

Practical ways to strengthen your communication

You don’t need to overhaul everything at once. A few simple, consistent improvements can have a meaningful impact.

Use a mix of communication channels

Different families prefer different ways of receiving information.

• Email works well for detailed updates, newsletters, and important information
• SMS is ideal for quick reminders, last-minute changes, or urgent updates
• Social media helps bring your club to life through real-time content and community moments

Using a combination of these channels ensures your messages are seen and understood without relying on a single touchpoint.

Make information easy to find

Families value clarity and convenience.

Key information such as class times, locations, what to bring, and any changes should always be easy to access. This could be through your website, a central hub, or regular updates.

When families can quickly find what they need, it reduces uncertainty and improves their overall experience.

Show what’s happening, not just tell

Communication becomes more meaningful when it reflects the real experience.

Sharing:

• Photos or short videos from sessions
• Progress highlights or skill development
• Achievements, both big and small

…helps families feel more involved, even when they’re not there in person.

It also reinforces the value of your sessions and builds emotional connection to your club.

Keep your communication consistent

Consistency builds familiarity, and familiarity builds trust.

This doesn’t mean sending more messages. It means making your communication predictable and recognisable.

For example:

• Use a consistent tone of voice that reflects your club’s personality
• Keep visual elements aligned across emails, social posts, and updates
• Send communications at regular, expected times, such as a weekly update or termly summary

When families know what to expect and can easily recognise your communication, they’re more likely to engage with it.

What the experts say

“Building engagement is communication’s toughest part, but it can be achieved with a bit of test and learn. Parents are looking for it, but one message isn’t enough. Regular touchpoints, varied formats, and engaging content all help capture attention.”

– Abi Jacks

“Be aware how busy families are. Make it easy for them to access the information they need. Providing updates in a few consistent places and regularly sharing what children are doing in sessions can really help you stand out.”

– Dr Jenni Bradford, ICAP

Key takeaways for activity providers

• Keep communication clear, consistent, and easy to access
• Use a mix of channels to suit different family preferences
• Share both practical updates and real session moments
• Make it simple for families to stay informed without extra effort
• Focus on building connection, not just sharing information

Final thought

Strong communication is one of the most effective ways to improve the experience you offer.

When families feel informed, involved, and confident in what you do, they are far more likely to stay engaged and support your club long term.

Often, it’s the small, consistent improvements that make the biggest difference.

For more insights into What Parents Want, download the FREE report here.