New national survey reveals what college families really want in 2025 — and why it matters to student success
As student success remains a top priority for higher education leaders, a new report sheds light on a key — but often underutilized — partner in that effort: families.
The 2025 Current Families Report, compiled by CampusESP and based on responses from more than 32,000 parents and supporters of current college students across 81 institutions, provides one of the most comprehensive snapshots yet of how families interact with their students and their colleges, and where gaps still exist.
The message is clear: families are highly engaged, hungry for information, and eager to help. But they need institutions to meet them halfway.
Weekly communication is now the norm and expectation
Nearly 77% of families say they want to hear from their student’s college at least once a week, a number that’s risen steadily over the past four years. This expectation is not just about frequency — it’s about relevance and timeliness.
Parents and families report that they most often speak with their students about academic advice, student life, and mental health. But they’re looking to colleges for clear, regular updates that help them support those conversations.
Families crave involvement in their student’s college experience
Far from the helicopter parents of before, today’s families describe themselves as invested partners. According to the survey, nearly half of all students talk to their families daily, with even higher rates among first-gen and lower-income households.
But while families feel close to their students, only 46% say they’re satisfied with opportunities to get involved on campus, a 17-point drop from last year. And only 30% feel they have opportunities to connect with other families.
Despite this disconnect, 38% of families say they want to be more involved — a huge opportunity for colleges to channel that energy into community-building and advancement initiatives.
Information gaps impact student success
The survey also highlights specific content areas where institutions can better serve families.
The top three pieces of information parents say they want but often can’t find?
- Career services & job placement outcomes
- Financial aid clarity
- Tuition and cost information
Families ranked these as more important than even academic program information, but also reported the lowest satisfaction in how that information is currently shared. Only 26% felt satisfied with communications about job placement, and just 42% felt confident navigating financial aid info.
This is more than a communications issue — it’s a student success issue. When families are left out of the loop, they’re less able to guide students through major decisions, or to prevent issues like missed deadlines, unmet aid, or poor academic alignment.
How colleges can support families, so they can support students
For higher education administrators leaders, this data confirms a few key truths:
- Families are talking to students frequently and influencing decisions about mental health, academics, and finances.
- They want to help, but many feel under-informed or even excluded.
- They trust your institution — when they hear from it. A full 78% of respondents said they would encourage their student to attend the same college again.
- Targeted, inclusive communication builds community, reduces melt, and supports retention.
In a moment when colleges are being asked to do more with less, families may be one of the most under-leveraged assets in the student success equation.
Download the full 2025 Current Families Report to explore the data and discover how your team can better meet the needs of the families supporting today’s students.
This custom content is sponsored by CampusESP and developed by Inside Higher Ed's sponsored content team. The editorial staff of Inside Higher Ed had no role in its creation.
Built with Shorthand