nacac 2011 under represented students (3)

E511: Recruiting Under-Represented Students

Understanding Who and What Influences their College Search and Enrollment Decisions

Nathaniel Hancock, Zinch VP of College Relationsnathaniel@zinch.com; 248-924-0422

Jessica Krywosa, Suffolk University, Director of Web Communicationjkrywosa@suffolk.edu

David Pierre, St John’s University, Senior Assistant Director, pierred@stjohns.edu

today’s | focus

• First gen, diverse & low income students

• Outreach during the college search, application and yield process

• Interact and Share: Any ideas, questions or suggestions are encouraged

the | reasons

“In 2009, 28% of Americans 25 and older had at least four-year degrees. But the rate for Black Americans was just 17%, and for Hispanic Americans only 13%.” Census report, as reported in The Chronicle of Higher Ed, January 2011

the | reasons

Race / Ethnicity Public 4-Year

Private 4-Year

Public 2-Year

Private For-Profit

Other/More than One

White (8%) (2%) 4% 6% 0%

Hispanic (3%) (5%) 3% 6% 0%

Black (2%) (2%) (3%) 8% (1%)

Asian (7%) (1%) 0% 2% 6%

Native American 10% # (14%) 3% 10%

First year low-income college students by race and institution% difference in enrollment 2000-2008

# The % of Native Americans enrolled in Private 4-Years is indistinguishable from 0

Enrollment in For-Profit schools increased 8% among African American students and 6% among Hispanic /Latino students from 2000 to 2008

the | reasons

Poverty Not in Poverty

Public 4-Year

Private 4-Year

Private For-Profit

Public 2-Year

Other

25%

12%

7%

10%

7%

8%

48%

6%

15%

23%

Percentage of first year female college students by poverty status and institution type, 2008

Students below the poverty line are 3 times more likely to enroll in a For-Profit School

the | reasonsProjected change in the number of high school graduates over the next 5 years(between 2009-2010 and 2014-2015)

Severe decline (10%+) across all

Severe decline (10%+) Caucasian and Asian and moderate (4-10%) across under-represented

Moderate decline (4-10%) across all

Minimal decline (<4%) among under-represented and moderate Caucasian and Asian

Static growth or slight increase across all

*Alaska & Hawaii = yellow

Source: WICHE 2008

section | one

Finding and connecting with under-represented students

one | zinch project

• 3 surveys over 1 year

• Focus groups in CA (3)< NY, MI, & VA

• 3,000 respondents- 90% online; 10% paper surveys

• 49% from diverse backgrounds, 28% first gen, 64% low income students

• Juniors in HS to upper classman in College from all 50 states

one | key influencers

Who has been most influential in your decision to go to college?

How influential were the following people in your decision to attend college?

one | key influencers

Parents

Teachers

Admis

sion O

fficers

Campus T

our Guid

es

Siblin

gs

Current C

ollege S

tudents

Guid

ance Counselo

r

Classm

ates

Coaches2%

7%

12%

17%

22%

African American Hispanics All Other Minorities White

How influential were the following people regarding where you applied or enrolled?

one | key influencers

Parents

Campus T

our Guid

es

Admis

sion O

fficers

Current C

ollege S

tud...

Teachers

Siblin

gs

Guid

ance Counselo

r

Classm

ates

Coaches2%

7%

12%

17%

22%

African American Hispanics All Other Minorities White

one | admissions counselors

Same ethnicity as me

Same religious background

Same gender as me

Close to me in age(i.e under 30 years old)

Same educational interests

Attended the college we're discussing

Personal emails, meetings or phone calls over time

5%

6%

6%

12%

20%

24%

27%

Which qualities are most helpful when working with an admissions counselor at your top choice universities?

one | contacting students

How do you want to hear from colleges interested in recruiting you?

Email Postal Facebook Text IM

85%70%

14% 11%4%

Prefer Text Messages:

African American / Hispanic 17.8%

All Other 7.8%

one | contacting students

one | contacting studentsHow helpful were the following during your college search and decision process?

Online FairsOnline Interaction w Students

BooksCollege Brochures

Campus Life VideosCollege Fairs

Online College ReviewsMatch making Websites

Official College WebsitesIn-person Interaction w Students

College Campus Visit

2%4%4%

6%7%7%

8%10%

14%15%

22%

one | campus tours

40%

50%

60%

70%

Financial concerns prevented me from doing the following:

75% visited the campus before enrolling 70% visited less than 4 schoolsWhen asked what you would do differently, 77% of students said, “Visit more

schools”

one | campus tours

one | online access

Where do you search or receive information from colleges?

0% 20% 40% 60% 80%

Other

Shared Public

School

Mobile

Personal

Home

Students with a reported income below $50,000: 37% access information on a mobile device daily or weekly 53% use a public computer at least monthly

one | search sitesWhat websites have been most helpful to you in your college search process?

one | always listen

• If we don’t know, we can’t change

• Customer service

• Brand monitor

• Participation

section | two

Helping them navigate the admissions process

two | biggest frustrations

two | biggest frustrationsWhat was most challenging during the admissions process?

Finding Someone to Answer Ques-tions

Meeting Deadlines

Financial Aid Forms

Standardized Tests

Finding Scholarships & Financial Aid

6%

6%

7%

9%

11%

11%

13%

14%

22%

Largest discrepancies between student groups: “Paying college application fees” ranked 2nd

among African American/Hispanic Students “Filling out financial aid forms” ranked 3rd highest among Low Income Students

two | financial concernsHow important was the cost of a particular college in the choice of whether to apply?

None7%

Very little11%

A reasonable amount31%

Considerable; We elim-inated choices based

on cost29%

Very; it was the determin-ing factor

22%

49% of low income students said they would not take out a loan because of two reasons:

Fear of going into debtFear of the inability to pay back the loans upon graduation

two | price calculators

two | counsel first

“We see ourselves as counselors first, enabling prospective students and their families to make informed decisions about their futures.” Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University

two | always educate

1. Clearly define confusing terms:

First Gen, Student to Faculty Ratio, Early Decision, Waitlist, Yield,

Rolling Admissions, etc.

2. Parents, parents, parents

3. Personal Approach

“Although you are interacting with hundreds of possible candidates,

each student appreciates feeling as if you personally want them to go to your

school and that they'd be a perfect fit.”

-High School Senior

two | personal outreach

two | current students

“To have more students from the college explain student life at the college, the finances and extra activities that can be done. When on a campus tour, non-virtual or virtual, walk through a students day at the college. I would like to be able to read or hear from students currently attending that specific college.”

two | have fun!

section | three

Factors that impact their decision

0%

2%

4%

6%

8%

10%

12%

White African AmericanHispanic All Other Minorities

three | important factors

three | important factors

Factor & Overall RankMore or less important to

African American and Hispanic/Latino students

1 Academics or majors offered

2 Financial aid or scholarships offered

3 Campus feel that is welcoming

4 Career placement for graduates

5 Campus life and social activities

6 Rank or reputation Less Important

7 Location

8 Campus setting More important

9 Student services offered More Important

10 Expected salary upon graduation More Important

Diversity of the campus + community Significantly more important

Top 10 factors and relative importance

section | four

Key takeaways and action items

four | final takeaways• Outreach to all (Students, parents, teachers, counselors)

• Join and participate in local access groups, establish or set up local satellites outreach office

• Email is preferred, but mobile, text and social media can’t be ignored

• College search sites impact students decision on where to apply/enroll

• Students are frustrated the most by financial aid and scholarships. Make this easy and accessible and consider in person or online trainings to students and parent

• Counsel first and always be personal and approachable

• Campus tours are crucial, do what you can to support students in this effort., especially low income students. Consider virtual options as well

• Involve current students as much as possible.

four | thanks!• Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn

State University

• Troy Onink, Forbers College Crossroads Blog http://blogs.forbes.com/troyonink/2011/03/03/candid-perspective-on-minority-admissions/

• Jessica Krywosa, Suffolk University, doteduguru.com. @jesskry

• Posse Foundation, http://www.possefoundation.org/

• Charta Squad, Art Samuels, Director of College Guidance, Willamsburg Charter High School, Brooklyn, NY

four | survey whitepaper

Rob WellingtonRegional Directorrob@zinch.com831-227-8973