Marketing Christian Schools in a Digital World

In today’s fast-paced, always-connected world, Christian schools face a unique challenge and a unique opportunity. While the mission to provide Christ-centered education remains unchanged, the methods of communicating that mission to families, students and supporters have shifted dramatically. Traditional marketing approaches like newspaper ads or mailed brochures now share the stage with social media campaigns, digital storytelling and data-driven strategies. 

If your school is feeling overwhelmed by the ever-expanding digital landscape, take heart. You don’t have to be a marketing expert to make meaningful progress. With a little intentionality, a clear message and the right tools, Christian schools can thrive in this digital age. 

Know Your Why 

At the core of every Christian school is a deep “why”: a mission to educate students through the lens of Scripture and shape them into compassionate, courageous followers of Christ. But is that message coming through clearly in your digital presence? 

Before diving into platforms and strategies, start with your story. What makes your school different? Why do families choose your school and why do they stay? Capture those distinctives in language that’s warm, personal and easy to understand. Then, make sure that message is front and center across all your digital touchpoints from your website and email newsletters to your social media profiles. 

Build a Strong (and Simple) Website 

Your website is often the first place a prospective family will go when they hear about your school. Is it clear, current and welcoming? 

Here are a few must-haves: 

• A homepage that highlights your mission and values 

• Easy-to-find admissions information, including how to schedule a visit 

• Testimonials from students, parents or alumni 

• High-quality photos that show joyful, engaged learners 

• Mobile-friendly design (more than half of all web traffic comes from phones) 

You don’t need a complex site with lots of bells and whistles. In fact, simplicity is often better. Make it easy for families to find what they need and take the next step. 

Harness the Power of Social Media 

Love it or hate it, social media is where people are spending their time—and it’s one of the most effective ways to show the heart of your school. 

Facebook is still a great platform for reaching parents and grandparents. Instagram offers visual storytelling that appeals to both students and younger parents. TikTok and YouTube Shorts can be fun, authentic ways to show behind-the-scenes moments if you have someone on staff who enjoys taking videos. 

Here are some ideas to post: 

• Classroom activities or student projects 

• Teacher spotlights 

• Scripture verses and prayer requests 

• Alumni updates 

• Live videos during chapel or special events 

Don’t worry about being “viral.” Just be real. Consistency matters more than perfection. 

Embrace Storytelling 

Marketing is ultimately about connection. Facts and figures are important, but stories are what people remember. Look for real-life examples that demonstrate the impact of Christian education: a student who found their voice through a music program, a graduate now serving as a missionary, a teacher who prays with their class every morning. 

Gather these stories regularly and share them in different formats—short videos, blog posts, testimonials or photo captions. Let people see what it means to be part of your school community. 

Use Email to Stay Connected 

While social media is great for outreach, email is still king when it comes to direct communication. A monthly or quarterly email newsletter can keep families and supporters informed, encouraged and engaged. 

Some things you might include: 

• A message from the principal 

• Student or teacher spotlights 

• Upcoming events and ways to get involved 

• Links to recent social media highlights or blog posts 

• A simple devotional or prayer request 

Use a free tool like Mailchimp or Constant Contact to build your list and create visually appealing emails. 

Think Like a Parent 

Put yourself in the shoes of a prospective family. If they’ve just moved to your town and are looking for a school, what would they search for online? What questions would they have? What would help them feel confident about visiting or enrolling? 

Make sure your online presence answers those questions with clarity and grace. Ask current families what helped them decide to choose your school and use their feedback to refine your messaging. 

Lean into Your Strengths 

Finally, remember this: you don’t have to do everything. Start with what you can do well. Maybe one teacher loves taking photos. Maybe your admin assistant enjoys writing and could draft weekly posts. Maybe a volunteer parent could manage your Facebook page. 

Start small, stay consistent and trust that God will multiply your efforts. 

You’re Not Alone 

Marketing a Christian school in a digital world isn’t easy, but you don’t have to navigate it alone. Concordia University, Nebraska’s Advancement for Christian Schools certificate program is designed to equip Christian school leaders with the tools and strategies needed to effectively advance their institutions.  

This 12-credit-hour program consists of four 100% online courses, each lasting eight weeks, allowing you to engage with the material at your own pace while balancing your existing commitments. The curriculum focuses on key areas such as school mission and identity, funding initiatives and growth planning, best practices and strategic marketing all tailored to the unique context of Christian education. 

By participating in this program, you'll gain practical insights into articulating your school's mission, developing effective fundraising strategies and implementing marketing plans that resonate with your community. Moreover, the program emphasizes integrating a faith-based perspective, ensuring that your advancement efforts align with your school's Christian values. 

For those seeking a more immersive experience, Concordia also offers the Advancement for Christian Schools Sower Fellowship. This exclusive learning community provides the same benefits as the certificate program, with the added advantage of mentorship from Christian education thought-leaders and experts. The fellowship is limited to a select number of participants, fostering a close-knit environment for collaboration and growth  

Additionally, the credits earned through the Advancement for Christian Schools certificate can be applied toward a Master of Education in Curriculum and Instruction and select courses may also count toward an MBA. This flexibility allows you to further your education and leadership skills in a way that best suits your career aspirations 

By enrolling in this program, you're not just enhancing your professional capabilities; you're joining a community dedicated to the mission of Christian education.  

For more information about Concordia University, Nebraska's Advancement for Christian Schools certificate program and how it can benefit your school, visit the Advancement for Christian Schools academic webpage.