Universities across the country are facing a surge in parent involvement in their student’s college experience: a phenomenon that, if not managed well, can create additional stress and challenges for staff.
NC State’s Jennifer Gilmore, director of strategic marketing and communication for Campus Enterprises and Kerri Fowler, director of parent and family services, led a session to help leaders in auxiliary services better manage this phenomenon at the 2023 Southern Region Conference of the National Association of Auxilliary Services (NACAS), held April 16 – 18 in Dallas, TX.
“Today’s parents are especially close to their students,” Gilmore explained. “Digital connection to their students’ academic and social lives, two years spent at home together during COVID and a rise in mental health concerns have created a heightened sense of awareness of their daily concerns and struggles. As a parent of two college students, I empathize with parents and their desire for their students to thrive.”
Adding to the anxiety are social media groups aimed at parents of students at particular universities. “While these pages can be helpful, they can also be fodder for rumors and half-truths that can be difficult to manage,” she added.
Parents are a vital part of helping students, so it’s important to provide accurate information, but more importantly, direct efforts back toward the student so they can learn how to solve their own problems.
Gilmore pointed to TxtandTell, a student feedback program implemented in January 2023 as a way for students to provide feedback about services directly to the staff. “We have to provide ways for students to feel comfortable communicating with us when something is wrong or could be better. If they will come to us and we communicate back quickly, they will be less inclined to engage their parent,” Gilmore said. “Positive pathways to solutions will build confidence that they can take care of their own needs.”