Attendance has always been one of the most powerful indicators of student success. When students show up, they gain knowledge, social skills, and the resilience needed to thrive. Yet, across the country, schools continue to see high rates of chronic absence. The good news? Schools have both the tools and the partners to turn this around.
Promoting positive attendance is about more than the roadblocks; it’s building a culture where showing up every day feels supported, celebrated, and expected. That culture is strongest when schools use their communication channels strategically and invite the community to join the effort.
Why Attendance Campaigns Matter
School attendance has ripple effects. Presence in the classroom means stronger learning outcomes, but it also contributes to a more vibrant school community. Consistent attendance supports classroom engagement, improves graduation rates, and lays the foundation for workforce readiness.
“Attendance is about much more than being present,” explains Ashley Winter, Content Marketing Coordinator at CEL. “It’s about showing students that they belong, that their contributions matter, and that learning is something we do together.”
A well-planned attendance campaign allows schools to shape this narrative. Instead of focusing on penalties and deficits, the goal is to use every communication channel, from social media to classroom conversations, to emphasize the benefits of being in school daily.
“I remember teachers in elementary school telling us to work hard because our grades would matter in middle school,” recalls Andrew A. Hagen, Integrated Communications Coordinator at CEL. “Then, in middle school, the message was that attendance and grades would follow us to high school and eventually to college. For a young student, that felt more like pressure than encouragement.”
Strategy One: Make Attendance Data Visible
Data can feel abstract. When schools make it easy to understand, it becomes a catalyst for change. Sharing attendance progress builds awareness and creates opportunities for celebration.
Use your websites, newsletters, or even digital screens to display attendance progress. A colorful graphic that shows improvement across grade levels can motivate students and provide families with a tangible sense of progress.
Andrew puts it this way: “Data tells a story. Highlighting the positive builds momentum. It shows families that their efforts to show up every day are making a difference.”
The key is to frame the data in a way that feels encouraging rather than punitive. Instead of dwelling on days missed, spotlight gains. Can it be aligned to testing periods? From baseline test data to improved attendance, what are the trends?
Strategy Two: Engage Families as Partners
Families are the most influential voices in a child’s decision to attend school. When families feel included and supported, students are more likely to arrive ready to learn.
Strengthen these partnerships by using accessible communication tools:
- Personalized text reminders
- Friendly phone calls
- Culturally responsive flyers that connect attendance to long-term success
Ashley emphasizes the importance of tone: “My family responds best to encouragement. Instead of saying ‘you need to,’ which sounds like a chore, focus on ‘here’s how we can support your child’s success.’ That shift makes families feel like allies rather than outsiders.”
Strategy Three: Create Belonging in the School Environment
Students are more likely to attend when they feel welcomed and valued. Belonging is a driver of attendance as much as it is of learning outcomes, as it is of growing into an embodiment of your school community’s core values.
A powerful example of this comes from a Grade 1 teacher at St. Aidan Catholic Elementary in Ontario. Each morning, she gives students the option of choosing their own special greeting—whether a hug, handshake, fist bump, or dance. This small ritual not only sparks joy but also strengthens connection, setting the tone for the day ahead.
“It’s so important to know your learner, to know the child that is entering your room every day,” teacher Kathryn Jurassic explains in the feature. “To make that connection as a teacher is very important—and it leaves the kids full of smiles.”
Andrew notes, “Small rituals matter. Something as simple as a morning check-in or a classwide cheer can make students feel excited to be there. Those moments build habits that last.”
By creating a sense of safety and connection, schools ensure that students want to show up every day.
Strategy Four: Leverage Community Partnerships
School communities extend beyond the student, teacher, staff, and families and the four walls of the building. Transportation challenges, health concerns, and housing instability can all influence whether a student attends class. Solving these challenges belongs to all of us. With the right partners, families can be connected to the resources they need.
- Cities can provide reduced-fare transit passes.
- Nonprofit organizations can host on-campus resource fairs for families.
- Health providers can offer school-based wellness services or share clear guidance about when students are ready to return after illness.
- Faith-based groups and youth-serving organizations can step in to provide mentoring, tutoring, or after-school support that reinforces the value of showing up.
Branded and Co-Branded Tools for Visibility
Partnerships also come alive visually. Posters in storefront windows, yard signs in neighborhoods, or co-branded flyers handed out at community events create constant reminders that attendance matters everywhere—not just at school.
“When schools and partners share a common visual identity, the message sticks,” says Kelly May, Design Director at CEL. “Branded and co-branded assets allow families to see the same message in multiple places. Whether it’s in a school hallway, a local business, or a community center, the repetition builds recognition. It reinforces that showing up is a shared value.”
The message is clear: showing up is not just a school value; it’s a community value.
Putting Strategy Into Action
An effective attendance campaign blends strategy with tactical execution. Here’s what that might look like over a school year:
- Early Fall: Launch the campaign with community-wide visibility—announcements from leaders, signs in local businesses, and kickoff events at school.
- Mid-Year: Share progress data, celebrate improvements, and spotlight student stories that connect attendance with achievement.
- Spring: Highlight partnerships that addressed barriers, such as transportation solutions or expanded health services, and invite families to reflect on successes.
- Year-End: Recognize students, staff, and partners who contributed to stronger attendance, setting the stage for momentum into the next school year.
Throughout the year, the tone remains positive, collaborative, and focused on growth.
Improving attendance requires persistence, creativity, and collaboration. Schools that use their channels to highlight progress, engage families, build belonging, partner with the community, and amplify the message create conditions where students feel supported in showing up.
Together, schools and their partners can turn attendance campaigns into lasting movements that benefit students, families, and entire communities.
For additional insights and resources, explore Attendance Works’ 2025 Key Messages.
