The Importance of Childcare Waitlist Management
Ever growing childcare waitlists are a common pain point for many long day care centres. Keeping waitlists well organised is essential for many reasons, not the least of which is sound business and occupancy management.
Did you know that only around half of all families will re-enrol in early childhood education and care (ECEC) services after their first year? This churn rate underscores the importance of forward planning and proactive childcare waitlist management.
Imagine a scenario where a centre is currently operating at 90% occupancy with a total capacity of 100 children. If half of the enroled families decide not to re-enrol, the centre would be left with a significant gap to bridge to reach that critical 70% mark for profitability.
Read on for our ‘best practice’ guide to managing your centre’s childcare waiting list.
Why Waitlist Management Matters
Effective waitlist management is not just about filling spots—it’s about building trust with prospective families, boosting operational efficiency, and supporting parents in their search for high-quality ECEC.
Waiting lists are a testament to the significance of quality childcare - after all, a service in high demand is one parents want to be a part of.
With more parents recognising the crucial role early education plays in a child’s development, the demand for reputable childcare has surged by 80% since 2008.
This surge has given rise to a societal norm – enrolling a child at least 12 months prior to the anticipated need for ECEC. This new cultural normality of early enrolment reflects the evolving landscape of the childcare sector in Australia and grounds the idea that early preparation and urgency are required to ensure a child receives a place.
How Should Priority on Waitlists be Determined?
While the Priority of Access Guidelines, which governed the way places were allocated under the previous Child Care Benefit system, may no longer be enforceable, many providers will allocate places based on the following priorities:
- Priority 1 – a child at risk of serious abuse or neglect
- Priority 2 – a child of a single parent who satisfies, or of parents who both satisfy, the work, training, study test
- Priority 3 – any other child.
Within these main Priority categories, priority was typically given to children in:
- Aboriginal and Torres Strait Islander families
- families which include a disabled person
- families which include an individual whose adjusted taxable income does not exceed the lower income threshold
- families from a non-English speaking background
- socially isolated families
- single parent families
The NSW Government announced the introduction of priority of access guidelines in 2023 as part of its $1.2B 'Start Strong' program. For more information, check out the NSW Government's website.
Best Practices for Childcare Waitlist Management
1. Establish Clear Childcare Waitlist Policies
Having transparent childcare waitlist policies ensures families understand the process. Key details should include:
- How the waitlist process works and typical timelines (will they be waiting weeks? months? or years?)
- Whether a waitlist fee is required
- Priority factors, such as age groups, siblings of enrolled families, or referrals
These policies can help families to feel more at ease and included as they wait for a space to become available. Display these policies on your website and provide them during tours or centre visits to ensure prospective families understand the process.
2. Maintain Accurate Records
Regular updates are critical to efficient waitlist management. Ensure records include:
- Up-to-date contact details.
- Changes in enrolment start dates.
- Special assistance requirements for children.
Using childcare waitlist software like LineLeader streamlines record-keeping, reducing administrative work and improving communication with families.
3. Best Practices for Lead Nurturing
To keep families engaged and informed while they wait for a spot at your childcare centre, consistent and strategic communication is key. Since many parents place their children on multiple waitlists, maintaining ongoing engagement increases the likelihood that they’ll choose your centre when a spot becomes available.
Recommended Communication Plan:
Short-Term Waitlist (0-3 months):
- Send bi-weekly emails/text with availability updates, centre highlights, and important information.
- If a spot opens, follow up with a phone call to ensure quick response.
Medium-Term Waitlist (3-6 months):
- Send monthly updates via email/text, including centre news, upcoming tours, and special events.
Long-Term Waitlist (6+ months):
- Conduct quarterly check-ins via email/text to confirm continued interest, update family preferences, and invite them to events.
Best Practices for Engagement:
- Immediate Follow-Up: Send 2-3 emails in the first week after a family joins the waitlist to welcome them and set expectations.
- Frequent Communication: Regular touchpoints (email or text) keep families engaged and informed, even if waitlist times vary by centre.
- Personalized Content: Use childcare waitlist software to tailor emails based on the child's age and stage. Consider including:
- Tips: ‘The Importance of Socialisation in Toddlers’
- Facts: ‘Why Do Newborns Get Jaundice?’
- How-To Guides: ‘How to Encourage Your Child to Share’
By keeping families updated and engaged, you enhance their experience and increase the chances of them selecting your centre when space becomes available.
4. Utilise Childcare Waitlist Software for Efficiency
Managing childcare waiting lists manually is time-consuming and prone to errors. Customer Relationship Management (CRM) solutions like LineLeader by ChildcareCRM automates tasks such as:
- Childcare waitlist order.
- Sending automated updates to families.
- Scheduling tours and reminders.
By automating these processes, childcare centres can focus on building relationships while ensuring families remain engaged throughout the enrolment journey.
Optimise Your Childcare Enrolment Journey with LineLeader
LineLeader provides powerful childcare waitlist software to help centres manage enrolments efficiently, improve communication, and increase occupancy rates.
Interested in LineLeader?
Schedule a demo today to optimise your enrollment journey and increase parent satisfaction with ease.
