Title

Understanding ECFE Families

Intro

ECFE is an inclusive, supportive and welcoming program that helps people be the best parents and caregivers they can possibly be. They come for their children. They stay for themselves. And sometimes, they make friendships that last a lifetime.

Featured Image

Four different ECFE families: a child with older caregivers, a Black mother with two children, two Hmong parents with one child, and a Latine mother with two children

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This toolkit includes personas to help you understand the needs and motivations of ECFE families in an actionable, relatable way.

The people coming to ECFE include parents and caregivers of children ages 0 to 5, and it's as diverse as the communities that make up Minnesota, including:

Black/African American
Hmong
Indigenous (primarily Ojibwe and Dakota)
People in the economic middle (across racial and ethnic backgrounds)
Rural families (across racial and ethnic backgrounds)
Somali
Spanish-speaking/Latine
White families

Across the entire ECFE spectrum, your families may reflect a wide range of:

Educational backgrounds
Income levels
English proficiency (many families may be bilingual or monolingual in a language other than English)
Parenting experience and confidence level
Family structure (e.g., single-parent, multigenerational or co-parenting households)
Work schedules (e.g., stay-at-home, shift work or dual-working households)

An Indigenous mother and child look at a laptop together

Marketing insight

Parenting, and the work of raising children in general, can take on a variety of shapes and styles.

Some of your families will have one parent, while others will have two. Some families will be heterosexual and others will be same-gendered. You may have families where grandparents, aunts or uncles share parenting responsibilities.

In your marketing, remember that a "household" has room to hold everyone.

Hmong families

Some parents or caregivers are either first- or second-generation Americans navigating two culturally distinct systems: traditional Hmong values and US norms and institutions. Don’t be surprised if some families express hesitancy toward formal parenting programs simply due to a lack of familiarity or historical distrust of systems.

With these families, you have an opportunity to present ECFE as a welcoming space where everyone’s cultural values are respected and where children (as well as their parents) benefit.

When you can, use visuals and stories that reflect Hmong families. Don’t forget: Simple, clear language and access to community-trusted channels (e.g., churches, radio and cultural centers) are key.

Somali families

Cultural identity and faith play a large role in parenting attitudes and norms. Formal early education programs like ECFE may be unfamiliar or even seen as nonessential.

This is an opportunity to emphasize the relational and community-building aspects of your program—like the chance to connect with other parents and support child development in a safe, welcoming environment.

Partner with trusted messengers (e.g., Somali educators and peer testimonials).

Black/African American families

Some families may feel historically unseen or underserved by school systems and other institutions. These experiences can lead to hesitation or uncertainty about participating in early childhood programs—especially if those programs don’t feel reflective of their lived experiences or cultural identity.

Don’t forget: Representation matters. Use inclusive imagery, messaging that reflects pride and partnership, and highlight the ways ECFE supports confident, culturally grounded parenting.

Testimonials from other Black families and respected community leaders can be especially powerful.

Indigenous families

Many Indigenous families hold strong cultural values around community, storytelling and raising children in holistic, interconnected ways. When programs feel disconnected from these traditions—or when families sense a lack of cultural awareness—participation may be negatively affected. For some, past experiences with state systems or intergenerational trauma related to family separation may contribute to hesitancy.

Avoid overly formal or institutional tones. Present ECFE as a space where culture and parenting traditions are honored.

Visuals, voices and partnerships rooted in Indigenous communities build credibility and relevance.

Spanish-speaking/Latine families

There may be language-related considerations that impact how families engage with ECFE, particularly when program materials or outreach use unfamiliar terms. Many families are bilingual or speak a language other than English at home, and clear, accessible communication helps ensure they feel welcomed and informed. Additionally, multigenerational caregiving is common across many communities, where extended family plays an important and valued role in raising young children.

Lead with warm, relational, inclusive messaging and explain ECFE clearly in accessible Spanish. Emphasize togetherness, learning through play and family support.

Use Spanish-language media, schools and community centers to share information.

Individuals and Families

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Understanding ECFE Families

Marketing insight

Cultural nuances (and how we incorporate them into our marketing)

Marketing insight

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