Parents’ perceptions of the school play a critical role in Jewish day school (JDS) enrollment. In supermarkets and synagogues, at restaurants and Starbucks, Little League games and bat mitzvahs, parents share their impressions of the school, and, importantly, others listen. The impact of parents’ word of mouth on day school enrollment is paramount. This White Paper reports on the largest study ever conducted of day school parents. All told, between 2007 and 2012, more than 22,000 parents (and 3,000 non-current parents) from 77 schools rated their satisfaction with their school by completing the Jewish Day School Parent Survey™ (Parent Survey) conducted by Measuring Success and funded and subsidized by PEJE. The survey asked parents to agree or disagree (5-point scale) with a series of statements describing their school.Analysis of the responses to the parent survey and information from other day school data sources uncover that perceived quality is the only factor with a significant relationship to enrollment. The data form a visible connection between parents’ perception of quality and their willingness to recommend the school to others.