Image courtesy of Norwest Christian College
As we step into 2025, Christian schools across Australia find themselves navigating a rapidly evolving landscape both on a macro and micro level.
This year will see parents expect more from Christian schools, especially related to clear communications, as the cost-of-living pressures on Australian families drive higher expectations from their investment in school fees.
On one hand, it’s never been a better time to be in Christian education - with the independent school sector, which includes many Christian schools, experiencing significant year on year growth, outpacing the growth in state run schools.
The numbers don’t lie, and parents are choosing an education for their children based on Christian values, despite some of the political and media narrative that may want to suggest otherwise.
On the other hand, Christian schools now stand at the sharp end of the religious freedoms debate in our nation, which brings a new set of challenges for school principals and their boards to manage.
So, what are some themes in 2025 that should guide decisions regarding school communications and maintaining the strong reputation of Christian schooling in Australia?
1. Freedom to be Christian
The religious freedoms debate in Australia will ramp up again this year, with Christian schools front and centre of public discourse on this issue.
As the centre of gravity of Christian cultural influence continues to move away from the established church and towards Christian schools, it’s likely the debate will be held there too.
Many that have been an outspoken voice for their Christian identity and beliefs in the past few years have indeed enjoyed continued - if not boosted - enrolments as parents support their hard stance, but this has come at a cost in terms of wider public scrutiny, media interest and damage to reputation.
Whether your school chooses to have a loud or softer voice on these issues, our advice remains the same: invest the time now to ensure your leadership team is aligned on your approach.
Our experience over the past 14 years is that while board members and senior executives agree on their statement of faith, they often disagree on the way this statement of faith should be communicated publicly to parents or even the media.
A school culture that has been built over years can be undermined by a minority in a matter of minutes. So creating space for these nuanced discussions and developing holding statements and messaging off the back of these conversations needs to be a focus for senior teams and school boards this year.
2. Proactive reputation governance
Reputation has always been a key determinant of a school’s success. However, in an era where information travels faster than ever, it’s more important than ever that leaders take a proactive, strategic approach to managing their school’s reputation.
Schools are adopting tools like sentiment analysis and media monitoring to track and respond to public perceptions in real time. Crisis communication plans are being developed to address potential challenges swiftly and effectively. This proactive approach reduces the risk that schools will be caught off-guard and make public comments that they later regret.
3. Storytelling to drive loyalty
Christian schools have long been defined by their unique missions and values, and this is becoming increasingly important to a new generation of parents.
In 2025, the importance of reflecting these values through personalised, purpose-driven communication is more pronounced than ever. Parents, students, and the broader school community increasingly expect communication that is not only clear and timely but also aligned with the school’s core Christian ethos.
This may include sharing testimonies from students who have excelled academically, spiritually, or in community service, highlighting how the school’s values played a role, showcasing alumni who are making a positive difference in their communities, demonstrating the long-term influence of a Christian education or even highlighting the small but meaningful moments where faith is lived out in the school.
The need for values-based storytelling will increase for schools into 2025 and will underpin the building of trust and the enhancement of loyalty among parents and students, while also fostering a greater sense of community.
4. An expectation for clear and purposeful communication
No matter the enrolment costs at your school, the expectation of parents for purposeful communication that demonstrates a deep understanding of their needs and priorities, will be a feature of 2025, as the investment parents make in their child’s education becomes increasingly sacrificial for them due to the rises in the costs of living.
Every school will need to develop a communications and content plan for the year, while reviewing their current communications channels for efficiency and effectiveness to ensure their communications are not only clear and timely but also aligned with the school’s core Christian ethos.
Schools will begin leveraging data-driven tools to segment their audiences and to deliver tailored and relevant messages.
5. Digital engagement as the norm
With digital transformation accelerated by the pandemic, Christian schools are operating in an ecosystem where digital engagement is not optional but expected. Social media, email newsletters, virtual open days, and online parent portals have become essential tools for reaching diverse audiences.
Schools are adopting integrated digital communication strategies to maintain consistent messaging across platforms. Interactive content such as video testimonials from alumni, virtual campus tours, and livestreamed events are on the rise.
6. Two-way engagement channels
Stakeholder engagement in 2025 is no longer a one-way street. Christian schools are recognising the importance of creating platforms for dialogue, where parents, students, alumni, and staff can actively participate and co-create the school community they want to be a part of, fostering a deep sense of ownership and accountability.
Building community takes time and effort - parents will be able to spot if you’re just paying lip service. If you want to build real, authentic and lively community within your school, you’ll have someone dedicated to engaging your community in conversation and demonstrating that you are listening and responding.
Looking ahead
As Christian schools in Australia navigate 2025, the dual focus on communications and reputation governance offers not just challenges but opportunities. By embracing personalised communication, leveraging digital tools, and fostering two-way engagement, schools can build stronger relationships with their communities. Proactive reputation governance will ensure these institutions remain resilient in a fast-paced, ever-evolving environment.
More importantly, Christian schools have a unique opportunity to lead with integrity, staying true to their mission while addressing the diverse needs of modern families. By prioritising trust, transparency, and purpose-driven storytelling, they can inspire confidence, loyalty, and a renewed sense of community. In doing so, they don’t just adapt to change - they shape the future of education in Australia with faith and vision.
By Andrew Marsh, Regional Director, Australia at Jersey Road
Jersey Road offers communications strategy, training and support for Christian schools. To talk about how we can help you, get in touch at [email protected].
With decades of experience in journalism, advocacy and communications, our team knows what it takes to craft campaigns that can have a lasting impact.
Read our e-newsletter for the latest communications news and analysis.