Don’t forget Grandpa!
WRITTEN BY LAUREN EMPSON
“It takes a village to raise a child.” And grandparents are key members of many villages.
As a matter of fact, according to Pew Research, nearly three in four grandparents say they care for kids occasionally, and about one in five said they provide child care regularly.
One in 10 American children (a total of 7.5 million children) live in a household with at least one grandparent, and 2.5 million grandparents are the primary caregiver for their grandchildren, often called “grandfamilies”.
The data is clear: including grandparent caregivers is critical as you share information and resources. We’re sharing a couple of tips below.
Tip 1: Make Your Language More Inclusive
Time and time again, mothers find themselves as the default contact for schools, pediatricians and others involved with their child’s care and well-being – regardless of who is the designated “primary” contact. Yet, we know that this is not the case for so many children and families.
Recognizing that grandparents may very well be a student’s main point of contact is an important consideration.
For example, do your newsletters start with “Hi, parents!” when “Hi, families!” could be more appropriate? Does your event signage say “Welcome Parents?” What about the language on your website?
Small changes can go a long way in helping grandparents feel included in your community and see themselves recognized as a caregiver.
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Tip 2: Update Your Tactics
From parent portals to weekly newsletters, districts and many nonprofits rely on technology as a foundational part of family outreach. And while technology use among those aged 65 and older has significantly increased over time, there are still notable differences between technology use among generations. Smartphone ownership alone shows a stark contrast. Where more than 95 percent of individuals ages 18-49 (traditional age of today’s parents) own a smartphone, only 61 percent of those aged 65 or older own one.
Since grandparents aren’t online as frequently as younger parents, consider alternative efforts like phone calls, text messages and flyers to your traditional email outreach.
Tactics such as radio, local TV and direct mail are also great ways to reach this audience. You can download our free guide to reaching families without internet access here!
Grandparents play an important role in their grandchildren’s lives, helping shape who they are as they learn and grow.
As communicators, it’s our job to understand this and provide them with the information and support to navigate this role and be the best caregivers they can be for their grandchildren.
