As a sports parent, few things are as frustrating as not knowing. The interminable wait when your son is lying down on the field with a possible injury leads the pack. It seems an eternity as time slowly ticks by.

Thankfully, that’s a rare situation for most sports parents. More common is keeping up to date on scheduling, venues and other goings on throughout the season. Still, it’s no picnic.

Organizations typically are staffed by volunteers with real jobs that put food on the table. The fact that they pull everything together and make the trains run on time is testament to the many hours with their noses to the grindstone.

Then again, reputation is everything. Organizations live and die through perception. Will parents recommend your league to their friends and colleagues whose children want to play? As kids move through your organization, others must take their place. Word of mouth is vital, and parents hold great sway over what others will hear.

My son’s youth team went through a league transition some years back that really threw a wrench in the works. Frustration mounted as game schedules were unavailable until the Thursday before Saturday’s game. For parents used to a well-oiled machine, it was difficult as the organization didn’t communicate key information in a timely manner. The contrast with previous years illustrated the importance of excellent communication between the organization, players and parents. Thankfully, not every year brings a league change and attendant disruption.

Here are some ways to keep your parents in the loop:

Be proactive

Anticipate what information parents will want. Prioritize delivering that as soon as possible. Many parents have children with multiple responsibilities between sports, school and other activities all vying for attendance and transportation.

Don’t yet know where this weekend’s game will be? Let parents know – even if you’re not telling them anything new. At least they won’t be left to wonder. Field conflicts inevitably arise, especially if you’re using school fields. The school district takes precedence and can throw your finely tuned schedule a curve ball. It happens, so let parents know if it’s a possibility.

Have regular meetings

Preseason meetings help lay the foundation for a smooth season. Managing expectations is key, and that first meeting lets your organization know what parents expect for the season.

Alert them early about any likely challenges. Ditto for planned events and other activities. That first meeting can bring valuable feedback, too. If your organization’s been around since the Roosevelt administration, you likely know what to expect, but remember parents often don’t.

Having monthly – or more frequent – meetings often elicit parental groans. Their displeasure at trudging across the field from the comfort of their folding chair and iPAD pales in comparison to their frustration at being kept in the dark.

Use a team newsletter

A short e-mail newsletter is a terrific tool, and you don’t have to be a former New York Times editor to pull it off. Collect email addresses at the aforementioned meeting or on player registration forms. Put them on a blind carbon copy (BCC) email list, and you’re good to go.

Not a great writer? So what. You’re not penning Shakespere, just getting the important info out on time. Re-read things after you’re finished just to catch the biggies. Ask someone else to give it a read, too. You’ll be surprised what they find.

An email marketing service facilitates email newsletters. There are many, such as Mail Chimp, iContact and Aweber. With one, a simple website form lets parents sign up and be put on your email list automatically. No more messing around with BCC lists. You can even tell who opened a newsletter and who didn’t.

Ask parents to put your email address on their “OK” list so it doesn’t go to their spam folder. Hand out a printed version at midweek practice just to make sure everyone gets it.

These few tips will go a long way to keep communication channels open and ensure everyone is on the same page. Your parents will be happier and the season smoother.

Steve Faber is a freelance writer and content strategist who’s been marketing online since a stint with a high profile e-commerce start up during the first Internet boom. His firm, Most Pixels Marketing, works with organizations to create content and formulate effective content strategies to get noticed, engage customers and drive sales. His son will be playing his fifth football season this fall. Catch him at http://www.mostpixels.com