In a recent study, Learning from Parent Voices: How to Turn Positive Perception into Enrollment Growth, the private school consulting firm Measuring Success found that 59 percent of parents who contacted day schools for information were prompted to do so because of word of mouth. An additional 26 percent did so because their older children already attend the school or their child’s current school is a feeder school. Of their 6,522-parent sample, only 8 percent were drawn to the school through advertising, 5 percent through the school’s website and 2 percent became interested for other reasons. Further, the study found that only one factor increased enrollment: perceived quality.