EAB’s Madeleine Rhyneer and Michael Koppenheffer share findings from EAB’s newest survey of parents and guardians of prospective college applicants. The survey helps pinpoint parent preferences around the types and timing of communication they most appreciate from colleges, as well as the top concerns they have about the college search process. Michael and Madeleine share tips for institutions looking to make parent engagement a more central focus of their recruiting efforts. They also urge schools to lead with empathy and do everything in their power to educate parents about the challenges and opportunities that go along with sending one of their own off to college.