you were going to increase your word of mouth referrals by 25% to
50%, where would you start?
GraceWorks' Parent Satisfaction and Referral Survey
is the first step. In three to four weeks, learn precisely who is making referrals to
your school ... and why.
And now - we even ask your Promoters to suggest
names of new families, which we immediately email to you!
Find out what it will take for your non-referring families to
start actively referring -- in their own words. (This group of "mostly satisfied but not referring" parents will typically be
5 times larger than your enthusiastically referring parents.)
Discover what really satisfies your parents (and
and what does not. Compare the relative satisfaction of parents who
experience different aspects of your program. (Why spend big
money on program improvements that will satisfy no one?)
Compare the relative satisfaction of your teachers
and parents ... and the board! (Do you really have a staff morale problem?
A board morale problem?)
Order your Parent Satisfaction and Referral
New! Now with precise calculation of the
program elements that thrill, frill, annoy and
flat-out disgust parents. Plus, with our new
leverage feature, we tell you, by the numbers, what program
improvements will most satisfy your parents, most dramatically
increase your word of mouth referrals.
Normed data! Today, over 50,000
Christian school constituents have taken a PSRS. We tell you,
in percentile terms, how you rank, both school as a whole, and by
What Is the Parent Satisfaction and Referral
The Parent Satisfaction and Referral Survey (PSRS) is
an online survey that takes parents about 15 minutes to complete.
The survey device itself is based on three decades of customer
loyalty research by Harvard's Fred Reichheld, and JD Power's consumer
Best of all, the entire survey is completely confidential. Through a unique token number system, GraceWorks never
sees or collects any parents' names or emails. Parents
themselves decide if their name will be matched (by you) with their
How the PSRS Works: A Simple
The entire Parent Satisfaction and
Referral Survey process can be completed in three to four weeks.
Step 1: Determine who will be
surveyed. Typically this includes each parent or guardian,
each staff member, your board of directors, and past parents,
donors, and volunteers you
know or suspect are still making referrals to your school. You
can even survey members of sponsoring churches!
Order the survey, and call or email a count to
GraceWorks, determine the survey cut-off date, and decide upon
cross-tabs. Call (719) 278-9600 or email
will provide token numbers for everyone you decide to survey.
Step 3: Assign one number to each
individual to take the survey. This will be your one and
only way to know specific answers of parents who choose to reveal
their answers in the final confidentiality question.
Step 4: Distribute your number "tokens"
and an explanation to your entire survey group, according to your
assignments. An email works well,
which allows you to electronically send the link: (www.gwmin.com/psrs.asp)
Send a reminder to parents to complete the
survey half-way through the allotted time period.
Survey takers can exit to one of your web pages, where they
can print out a reward coupon.
PSRS: What You Get
A few business days after your survey is
GraceWorks will email you a complete report (typically over 100
pages) which includes:
The Cross-Tab Report. A straight-forward measure of satisfaction and
willingness to refer for your specific school, both overall and
by sub-category. With a simple, straight-forward number, you
will know parental satisfaction and willingness to refer for your
entire school along with several dozen sub-categories, from parents
in a specific grade to Generation X'ers to parents making more than
$150,000 a year to students themselves.
While the Cross-Tab Report includes tests of statistical
significance, the results are presented in a way that the average
lay person (or board member) can understand.
(2) The Detail Report. Parents' specific answers to the follow-up
question to their level of satisfaction.
We ask parents who love your school why they do ... these become
great testimonials for both your literature and website. And if a parent is having a problem with your school, we ask them
what it will take to fix it. All of this is reported back to you verbatim, in
your parents' own words.
Best of all, we report these
answers to you both for the school as a whole as well as
sub-categories. This enables you to evaluate problem areas
identified in the Cross-Tab Report. For example, if parents of
2nd graders are significantly less satisfied, you can read their
specific comments to understand what the problems are.
Percentile Report. How parental satisfaction at your school
compares to other Christian schools throughout the country. New
schools are taking the PSRS almost daily, and GraceWorks is
developing nationwide norms for the instrument. On a
possible range of -100 to +100, the highest school so far is over 90,
and the lowest is -44.
(4) The Matching Report. We provide you a special Excel report with a macro that enables you
to match up your names with lists of Promoters (with testimonials),
Passives (with annoyances), and Detractors (with problems).
And we match up those who have and have not completed the survey.
(5) Marketing Volunteers. Survey
respondents who are willing to help you with key marketing tasks.
(6) Buying Topology. If respondents are
not sending their children to your school, what school are they
attending, and why?
(7) New Family Leads. We ask your
Promoters (optionally) - who do you know who would be blessed being
at the school? Names and contact
(8) Leverage - The highest
leverage fixes to improve satisfaction and willingness to refer to
your school, by the numbers.
(9) Thrill, Frill, Disgust, Annoy
me - what respondents really think, in easy to read charts.
(10) An Explanation of Everything.
Each report includes a reader-friendly explanation, along with a
helpful appendix on "What Do I Do Now?" to increase word of mouth
referral at your school.
Understanding PSRS Cross-Tabs
Cross-tabs are an incredibly powerful feature of
this cutting-edge research. Consider these examples.
Example #1: "We need a new
gym ..." What is the relative satisfaction of parents whose
children actively participate in sports, compared to those who do
If sports-minded parents are
significantly less satisfied and less willing to make referrals than
other prospective parents, then it's likely that "if you build it,
they will come." (This assumes that the lack of a gym is the
problem ... you might find out in the detail report that it's your
On the other hand, if both groups of
parents are equally satisfied, that should give you significant
pause before you commit millions.
Example #2: "The portables
have to go ... " If you have portable classrooms, you could
compare the relative satisfaction of parents with children in portables
versus parents in the main building. If both groups of
parents are equally satisfied, spending several hundred thousand
dollars on permanent classrooms will probably not increase your
The logic is really quite simple.
If 85%+ of your new parents will come from the word of mouth
referral of current parents (and other constituents), you had better
find out if your proposed capital improvement will significantly
increase parent satisfaction before you commit millions. A
standard feasibility study will NOT tell you this.
Thousands of schools have overbuilt on the faulty assumption that
"if we build it, they will come."
On the other hand, through the PSRS
parents will often tell you low-cost program improvements that will
dramatically increase parental satisfaction and their willingness to
In other words ... now you can add a
marketing point of view to your program improvement decisions!
Order today, or feel free to
call GraceWorks Ministries at (719) 278-9600 with your questions.