A communication pivot—without breaking trust

Manor ISD just outside Austin, faced a challenge district comms teams know well: families expected more communication, but the team had fewer resources to deliver it. Instead of scaling back, they leaned in—with a new platform that made it easier for school leaders and teachers to connect directly with families. The result? More trust, faster updates, and over 155,000 messages exchanged in the first few months alone.

Maritza Gallaga, Manor ISD’s Executive Director of Communications, describes that pressure clearly. Like many districts, Manor faced budget cuts that forced tough decisions. But Gallaga knew one thing couldn’t be optional: two-way communication. “We knew that two-way communication was something super important,” she said, not just for district messaging, but for campuses and classrooms, where trust is built every day.

That tension—doing more with less while protecting relationships—became the catalyst for a districtwide rollout of ClassDojo for Districts.

Before the rollout, a few campuses were already using ClassDojo independently. But when the district moved away from another platform, leadership saw an opportunity: unify communication across classrooms, campuses, and the district without creating new burdens for staff.

Implementation started this school year, and adoption spread quickly. Gallaga credits that momentum to a clear approach: secure principal buy-in first, and let them lead. “If they’re not on board, it really doesn’t matter,” she explained. “They not only bought in, but they led by example.”

That leadership mattered. Communication tools often fail not because they’re ineffective, but because they don’t become daily habits. At Manor, principals used the platform for campus messages—and teachers followed.

From hesitation to confidence

The shift wasn’t just about usage. It was about mindset. Before, principals were hesitant to send messages with traditional tools. The hesitation wasn’t always technical, it was psychological: Am I doing this right? Will I make a mistake?

That hesitation faded with ClassDojo. “Our principals have no problem sending messages anymore,” Gallaga said. “That used to fall entirely on the comms department.”

For a small team—Gallaga’s department had shrunk from five staff to three—that shift made a big difference. Decentralized communication helped campuses move faster while staying aligned.

The platform also helped reduce the “training treadmill.” With a more intuitive tool, Gallaga hasn’t had to repeatedly retrain campus leaders. Even when teams are busy, stretched, or new to their roles, communication stays consistent.

Engagement backed by clear data

Within the first months of districtwide use, Manor ISD’s impact review showed strong engagement across staff and families:

• 71% of families engaged districtwide (82% at the elementary level)
• 641 active staff members
• 6,852 active parents
• 155,000+ messages exchanged
• 606,000+ Points awarded

For district leaders, these numbers matter. Engagement isn’t just a goal, it’s a system you can support, measure, and improve.

The review also confirmed something powerful: most communication happens at the classroom level. In fact, 90% of messages were exchanged there, where relationships are personal and trust is built.

Language access builds trust

Manor is home to families who speak multiple languages. Gallaga emphasized that translation isn’t a “nice-to-have,” it’s essential.

“Translations—those are always my favorite messages,” she said. “It’s not just about making information accessible, but making it accessible in different languages.”

Spanish is the most common language beyond English in the district. Gallaga noted that 884 families were receiving messages in Spanish, along with additional families using other languages like Vietnamese, Arabic, and Chinese.

A small moment that says everything

For Gallaga, the biggest wins weren’t always the biggest numbers. She recalled a “small but meaningful” shift at Bluebonnet Trail Elementary, where Principal Dr. Charles Rodriguez posts daily updates about school life and celebrations. Parents aren’t left guessing. They hear from leaders regularly and not just when something’s wrong.

That consistency matters. As Gallaga pointed out, families are more likely to stay engaged, even during sensitive situations, when they already feel connected and informed.

Looking ahead: Community as a district priority

As Manor ISD moves into strategic planning, bond discussions, and deeper community engagement, Gallaga sees the platform as more than a tool.

It’s how we show families they belong. It helps leaders share stories, build credibility, and strengthen the kind of trust that districts depend on.

“Every message… is an opportunity to build trust,” Gallaga said. “When people feel a part of a community, that’s when that trust builds.”

For Manor ISD, the story isn’t just about switching platforms. It’s about strengthening the everyday relationships that help schools thrive, even when resources are tight and the stakes are high.