--- title: This One Tactic Could Boost Retention in Your Fatherhood Program description: New research indicates that using text messages with the word image: https://www.fatherhood.org/hubfs/Images/Blog/NFI_Blog_boost-retention.jpg --- [Skip to main content](https://www.fatherhood.org/championing-fatherhood/this-one-tactic-could-boost-retention-in-your-fatherhood-program#main) - [![NFI mark](https://www.fatherhood.org/hubfs/NFI-Assets/images/NFI%20mark.svg)FATHERHOOD.ORG](https://www.fatherhood.org/) - [STORE.FATHERHOOD.ORG](https://store.fatherhood.org/) [![NFI_logo_blue_left (1) 1](https://www.fatherhood.org/hs-fs/hubfs/NFI-Assets/images/NFI_logo_blue_left%20(1)%201.png?width=149&height=82&name=NFI_logo_blue_left%20(1)%201.png) ![NFI_logo_blue_left (1) 1](https://www.fatherhood.org/hs-fs/hubfs/NFI-Assets/images/NFI_logo_blue_left%20(1)%201.png?width=119&height=65&name=NFI_logo_blue_left%20(1)%201.png) ![NFI_logo_blue_left (1) 1](https://www.fatherhood.org/hs-fs/hubfs/NFI-Assets/images/NFI_logo_blue_left%20(1)%201.png?width=119&height=66&name=NFI_logo_blue_left%20(1)%201.png) ![NFI_logo_blue_left (1) 1](https://www.fatherhood.org/hs-fs/hubfs/NFI-Assets/images/NFI_logo_blue_left%20(1)%201.png?width=89&height=49&name=NFI_logo_blue_left%20(1)%201.png) ](https://www.fatherhood.org) - [How To Build Strong Families](https://www.fatherhood.org/build-strong-families) - [Why Father Inclusion Matters](https://www.fatherhood.org/why-father-inclusion-matters) - Show submenu for Get Involved Get Involved - [Fatherhood Programs](https://www.fatherhood.org/solutions/programs-and-resources) - [Train Your Staff](https://www.fatherhood.org/solutions/staff-training) - [State, County, and City Agency Services](https://www.fatherhood.org/solutions/collaborative-services) Open main navigation Close main navigation - Show submenu for Get Informed Get Informed - [How To Build Strong Families](https://www.fatherhood.org/build-strong-families) - [Why Father Inclusion Matters](https://www.fatherhood.org/why-father-inclusion-matters) - [Father Stats & Infographics](https://www.fatherhood.org/father-absence-statistic) - Show submenu for Get Involved Get Involved - [Fatherhood Programs](https://www.fatherhood.org/solutions/programs-and-resources) - [Train Your Staff](https://www.fatherhood.org/solutions/staff-training) - [State, County, and City Agency Services](https://www.fatherhood.org/solutions/collaborative-services) - Show submenu for Get Started Get Started - [Find Your Stage of Father Inclusion](https://www.fatherhood.org/father-inclusion) - [How Father Friendly Is Your Organization?](https://www.fatherhood.org/father-friendly) - [Get In Touch](https://www.fatherhood.org/get-started) [Store](https://store.fatherhood.org/?hsLang=en) [Get In Touch](https://www.fatherhood.org/get-started) [Store](https://store.fatherhood.org/?hsLang=en) Show submenu for Get Started Get Started - [Fatherhood Data & Statistics](https://www.fatherhood.org/father-absence-statistic) - [How Father Friendly is Your Organization?](https://www.fatherhood.org/father-friendly) - [Other Free Resources](https://www.fatherhood.org/nfi-free-resources) - [Talk With us to Get Started](https://www.fatherhood.org/get-started) National Fatherhood Initiative Blog / [Latest Articles](https://www.fatherhood.org/championing-fatherhood) [Program Recruitment & Retention](https://www.fatherhood.org/championing-fatherhood/topic/program-recruitment-retention) # This One Tactic Could Boost Retention in Your Fatherhood Program 3 min read ![Christopher A. Brown](https://www.fatherhood.org/hs-fs/hubfs/Images/chris_circle_icon.png?width=100&height=100&name=chris_circle_icon.png) [** Christopher A. Brown ** ](https://www.fatherhood.org/championing-fatherhood/author/christopher-a-brown) Chris serves as the President of National Fatherhood Initiative® (NFI), where he is responsible for overseeing the development and implementation of NFI's strategic plan and business model, as well as its operations and fundraising efforts. ![NFI_Blog_boost-retention](https://www.fatherhood.org/hs-fs/hubfs/Images/Blog/NFI_Blog_boost-retention.jpg?width=453&name=NFI_Blog_boost-retention.jpg) What’s the best thing you can to do get dads to return consistently to fatherhood program sessions? [New research](https://knowledge.wharton.upenn.edu/article/would-covid-19-vaccine-nudges-work/?utm_source=kw_newsletter&utm_medium=email&utm_campaign=2021-08-31) suggests that you should send a text message reminder that a slot has been “reserved” for them at the next session. At [National Fatherhood Initiative®](https://www.fatherhood.org/) we’re always on the lookout for cutting edge research in fields other than fathering and parenting that has the potential to make fatherhood programs and other father-serving efforts more effective. Indeed, you can check out ideas from research to try in our **free** ebook [*8 Cutting Edge Ideas to Super-Charge Your Fatherhood Program*](https://learning-center.fatherhood.org/ebooks/8-cutting-edge-ideas-to-super-charge-your-fatherhood-program-ebook). We describe several “nudges” that research in behavioral science suggests can improve your work with dads and how you can apply them. What’s a nudge? It’s a small change introduced into the environment surrounding a fatherhood program that influences dads to make better decisions that benefit them in the short-term or long-term. **Use of Texting** As I pointed out in [this blog article](https://www.fatherhood.org/fatherhood/the-one-reason-to-use-texting-in-a-fatherhood-program), staff who run fatherhood programs have used texting in recent years to: - Reinforce content taught in programs that serve dads. - Increase retention of dads in programs. - Provide ongoing support to dads so that they feel a stronger connection to the organization, program, and staff. Unfortunately, recent research hasn’t shown that texting increases retention of dads in programs. It’s shown that the primary benefit of texting is to provide ongoing support to dads, **a laudable tactic that improves customer service **that’s worthy of use. Now, before you write off texting for retention keep in mind that research hasn’t shown it to be an effective tactic **yet **for that purpose. I pointed out that research on the use of texting in fatherhood programs is still in its infancy. The problem might not be texting itself but how staff structure texts. Perhaps if staff had structured the texts more effectively, the texts would have increased retention.** ** **The Power of Framing** Scholars in behavioral science often use the word *framing* to describe the way in which we present messages. We know that a person’s decision to choose one option over another is influenced more by how it’s framed (or presented) than by the substance of the message. In this case, the decision is whether dads choose to attend subsequent sessions or not. A [recent study](https://www.pnas.org/content/118/20/e2101165118) that involved more than 47,000 people on how to frame a message to increase the rate of annual flu vaccinations showed that telling people they had a vaccine “reserved” for them at a scheduled doctor’s appointment was more effective than telling them that a vaccine was “available” for them. That simple change in how to frame the message increased the vaccination rate by 11 percent. Moreover, sending that same message twice before the doctor’s appointment was particularly effective. Could you apply the same frame to reminder texts to attend fatherhood sessions? You bet. Rather than saying, “Hey, Darrin. Just a friendly reminder that we have a spot ***available*** for you at the next session of The Dad Project,” say instead, “Hey, Darrin. Just a friendly reminder that we have a spot ***reserved*** for you at the next session of The Dad Project.” And send the text twice before the session. **This frame has potential to help not only with retention but with recruitment**. After all, the study on getting a flu shot involved recruiting people to get it. If you have dads’ mobile phone numbers before you start your next fatherhood group—say from an intake form that your organization uses to enroll dads in other programs and services of your organization—you could send them a text that says, “Hey, Darrin. This is John with The Dad Project. I’ve reserved a spot for you in our next dads group. Spots are limited, so contact me right away to keep your spot.” (That message also uses another effective framing tactic known as *scarcity*. People are more likely to act when they know that something is limited and that, if they delay or don’t act, they might miss out.) I encourage you to try this tactic for retention and recruitment. And if you do, please let me know how it turns out! Would you like to super-charge your fatherhood program? Download our [free ebook](https://learning-center.fatherhood.org/ebooks/8-cutting-edge-ideas-to-super-charge-your-fatherhood-program-ebook) to discover eight research-informed tips. [![Cutting Edge Tips for Running an Exceptional Fatherhood Program (On Demand)](https://no-cache.hubspot.com/cta/default/135704/e25050e7-67c7-4517-aadd-e63e58a7004a.png)](https://cta-redirect.hubspot.com/cta/redirect/135704/e25050e7-67c7-4517-aadd-e63e58a7004a) Date Published: 10/05/2021 Last Updated: 06/24/2024 ## Learn How to Build a Fatherhood Program That Works Download this free guide for a proven 7-step roadmap—from making the case and securing funding for your program, to launching and measuring real results! [Get The Guide Now!](https://www.fatherhood.org/starting-a-fatherhood-program) ![7-steps-starting-a-fatherhood_program](https://www.fatherhood.org/hs-fs/hubfs/Images/7-steps-starting-a-fatherhood_program.png?width=700&height=700&name=7-steps-starting-a-fatherhood_program.png) [ Previous ](https://www.fatherhood.org/championing-fatherhood/how-to-deliver-a-fatherhood-program-in-a-housing-authority) [ Next ](https://www.fatherhood.org/championing-fatherhood/my-brothers-keeper-of-greater-richmond-provides-school-backpacks-on-behalf-of-incarcerated-dads) ## Related Articles ### [24:7 Dad® + Case Management = A Winning Combo A few months ago, I spoke with two researchers who recently completed an evaluation of a fatherhood program that uses 24:7 Dad® as its foundation. They were planning to submit a ... Read More](https://www.fatherhood.org/championing-fatherhood/247-dad-plus-case-management-winning-combo) ### [Beyond Graduation: Keeping Fathers Connected Image created with GPT Image 2. Many organizations do a good job recruiting fathers and helping them complete a fatherhood program. But what happens after the program ends? How do ... Read More](https://www.fatherhood.org/championing-fatherhood/beyond-graduation-keeping-fathers-connected) ### [The Message Parenting Educators Still Need to Hear I participated recently in a panel at a virtual conference for parenting educators. The discussion centered on the challenges today’s parents face and how parenting educators can ... 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