Retention Bootcamp: Building Funnel Strategies to Boost Learner Retention

Building Funnel Strategies to Boost Learner Retention: A Guide for Outschool Educators

Retention is the backbone of a sustainable and thriving teaching business. In this guide, we’ll explore how funnel strategies and recurring enrollments can strengthen learner retention, enabling you to maximize both the learning experience and the longevity of your enrollments.

Key Insights: The Retention Formula

Data shows two critical factors in driving learner retention:

1. Families enrolling in two or more classes within their first 30 days:
   • Whether it’s a single learner taking multiple classes or a family enrolling multiple learners, engaging in two or more classes early establishes habits that drive retention.
2. Learners remaining in a class for five or more weeks:
   • Attendance naturally declines each week, but learners who remain engaged past the fifth week are more likely to continue their journey.

These insights highlight the importance of targeting those early weeks with intentional strategies that encourage long-term engagement.

Choosing Your Path: Funnel Strategies vs. Recurring Enrollments

To begin, evaluate your class catalog and decide which retention path aligns with your teaching style:

1. Funnel Strategies (Two or More Classes):
   • Best for educators offering short courses, one-on-one sessions, camps, or unique experiences.
2. Recurring Enrollments (Five or More Weeks):
   • Ideal for enrichment programs and clubs with weekly engagement.

Use feedback from families and your own class performance metrics to identify the path that fits your teaching strengths.

The Funnel Framework: A Journey of Engagement

Funneling allows you to guide learners through stages of increasing engagement:

1. Interest: Short or introductory classes draw learners in.
2. Exploration: Learners delve deeper into topics they enjoy.
3. Expansion: Advanced classes enable critical thinking, self-exploration, and skill-building.
4. Integration: Project-based experiences encourage mastery and application of knowledge.

By creating a clear pathway through your class offerings, you can retain learners while fostering meaningful growth.

Microchanges to Enhance Retention

Here are actionable strategies tailored to different class formats:

• For Clubs and Enrichment Classes:
  • Host special events to reinvigorate learner interest.
  • Offer short, focused deep dives into specific topics.
• For One-Time Classes:
  • Transition learners to recurring explorations.
  • Create two- to three-week focused courses.
• For One-on-One Sessions:
  • Introduce group-based learning experiences.
  • Pair tutoring with collaborative, longer-term learning opportunities.
• For Long-Term Classes:
  • Add one-on-one scaffolding sessions for targeted support.
  • Incorporate mid-course celebrations or supplemental explorations.

Best Practices for Recurring Classes

To retain learners in recurring classes, focus on these five C’s:

1. Communication:
   • Provide personalized welcome messages and regular follow-ups, especially in the first five weeks.
2. Consistency:
   • Maintain a predictable class structure while allowing for flexibility.
3. Customer Service:
   • Deliver exceptional experiences that build trust and rapport.
4. Clarity:
   • Ensure concise and clear class descriptions and communications.
5. Community:
   • Foster collaboration and relationships among learners to create a sense of belonging.

Counterintuitive Practices to Avoid

1. Focusing Solely on New Learners:
   • Retention is more cost-effective than acquisition. Focus on balancing both strategies.
2. Offering Too Many Class Options:
   • A focused catalog with clear learning pathways drives better reenrollment.
3. Assuming Feedback Is Negative:
   • Request and embrace feedback as an opportunity to improve and build trust.
4. Sticking to a Fixed Schedule:
   • Stay flexible and responsive to market shifts and learner needs.

Action Steps for Educators

1. Decide on Your Strategy:
   • Choose between funnel strategies or recurring enrollments based on your business goals and teaching style.
2. Develop a Plan:
   • Create a step-by-step approach to implement your chosen retention strategy.
3. Monitor and Adjust:
   • Track performance over 3–6 months and pivot as needed to optimize results.

By focusing on these strategies, you can boost learner retention, enhance the educational experience, and grow a sustainable business. Take the first step today by reviewing your class catalog and aligning it with one of these proven retention strategies.