Pesach Sheini and the Power of People Asking to Come Back

Why school marketing needs room for the “What ifs?”

Pesach Sheini wasn’t written into the calendar.

It only happened because they asked for it.

“Why should we miss out?”Lamah nigara?

That question changed everything.

And in our work, especially in promoting and marketing programs, it still does.

The schools that say “We saved you a seat” often gain more than just another student. They gain trust.

Reflecting on the Challenge

We get it.

Creating events requires managing limited space, tight timelines, and an endless to-do list. Deadlines exist for a reason.

It’s stressful to plan a program and receive RSVP emails at the last minute. It’s frustrating to order food, finalize room setups, or fill classrooms—only to get a message asking if there’s still space.

And when you're working in a school, the stakes are even higher. Sometimes it’s not just one more desk—it’s hiring another teacher, opening a new room, or reshuffling a plan you thought was set.

So, no—it's not always possible to say yes.

But here’s a thought: What if we planned for the “what ifs”?

What if we left room in our systems for five late RSVP spots we expect to fill? What if we prepped messaging that says, “Five seats just opened up—grab yours today”? What if our follow-up wasn’t about guilt, but about graceful re-entry?

You don’t have to accommodate everyone. But when you can, plan for it—and communicate it like a strength, not a scramble.

So instead of pretending last-minute sign-ups don’t happen, what if your marketing language embraced both the reality and the possibility?

What a Pesach Sheini Mindset Looks Like in School Marketing

Start with urgency that includes structure.

• Use phrases like: “Spots are filling fast!” or “Secure your seat by [date] for guaranteed materials.”

• But prepare your system to support flexibility: plan for five late spots, communicate if space becomes available, and frame it as intentional—“We’ve just opened five seats for families who missed the first round. Here’s your chance.”

• Still deciding? We’d still love to talk.”

Offer reasons to act early, without penalties.

• Use incentives: “Sign up by May 1 for a bonus gift bag.”

• Don’t punish lateness—create systems that make it easier to manage, such as a waitlist form, follow-up emails, or tiered pricing.

Create space for the ask.

• Include language like: “Not sure yet? Let’s connect.”

• Keep the tone open and human: “We’d still love to explore if this could fit your family.”

The Deeper Message

Pesach Sheini wasn’t a plan. It was a response to people who still wanted in.

And great marketing? It’s a plan with room for real people.

Because some families need more time.

Some parents don’t show up the first time.

But when they come back with a quiet ask—“Can I still be part of this?”—the most powerful thing your school can say is:

Yes. We saved you a seat.

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Try This AI Prompt to Help You Craft a Graceful “Not Right Now” Response:

Because sometimes it’s not what we say—it’s how we say it that determines whether a parent walks away feeling ignored… or understood.

“Help me write a thoughtful, caring response to a parent who reached out after the deadline or we reached capacity. I want to acknowledge their interest and express appreciation, while clearly explaining the current limitations. The response should vary slightly depending on whether it’s a program, event, or seasonal campaign. Offer a respectful next step—like a waitlist, a future invite, or a personal follow-up—so they still feel seen and valued. My goal is to preserve the relationship, even if I can’t say yes right now.”