Nacac 2011 under represented students (3)

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Nacac 2011 under represented students (3)

  1. 1. E511: Recruiting Under-Represented Students<br />Understanding Who and What Influences their College Search and Enrollment Decisions<br />Nathaniel Hancock, Zinch VP of College Relations<br />nathaniel@zinch.com; 248-924-0422<br />Jessica Krywosa, Suffolk University, Director of Web Communication<br />jkrywosa@suffolk.edu<br />David Pierre, St John’s University, Senior Assistant Director, pierred@stjohns.edu<br />
  2. 2. today’s | focus<br /><ul><li>First gen, diverse & low income students
  3. 3. Outreach during the college search, application and yield process
  4. 4. Interact and Share: Any ideas, questions or suggestions are encouraged</li></li></ul><li>the | reasons<br />“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<br />
  5. 5. the | reasons<br />First year low-income college students by race and institution<br />% difference in enrollment 2000-2008<br />Enrollment in For-Profit schools increased 8% among African American students and 6% among Hispanic /Latino students from 2000 to 2008 <br /># The % of Native Americans enrolled in Private 4-Years is indistinguishable from 0<br />
  6. 6. the | reasons<br />Percentage of first year female college students by poverty status and institution type, 2008 <br />Not in Poverty<br />Poverty<br />Students below the poverty line are 3 times more likely to enroll in a For-Profit School<br />
  7. 7. the | reasons<br />Projected change in the number of high school graduates over the next 5 years<br />(between 2009-2010 and 2014-2015)<br />Severe decline (10%+) across all<br />Severe decline (10%+) Caucasian and Asian and moderate (4-10%) across under-represented<br />Moderate decline (4-10%) across all<br />Minimal decline (<4%) among under-represented and moderate Caucasian and Asian<br />*Alaska & Hawaii = yellow<br />Static growth or slight increase across all<br />Source: WICHE 2008 <br />
  8. 8. section | one <br />Finding and connecting with under-represented students<br />
  9. 9. one | zinch project<br /><ul><li>3 surveys over 1 year
  10. 10. Focus groups in CA (3)< NY, MI, & VA
  11. 11. 3,000 respondents- 90% online; 10% paper surveys
  12. 12. 49% from diverse backgrounds, 28% first gen, 64% low income students
  13. 13. Juniors in HS to upper classman in College from all 50 states</li></li></ul><li>one | key influencers<br />Who has been most influential in your decision to go to college?<br />
  14. 14. one | key influencers<br />How influential were the following people in your decision to attend college?<br />
  15. 15. one | key influencers<br />How influential were the following people regarding where you applied or enrolled?<br />
  16. 16. one | admissions counselors<br />Which qualities are most helpful when working with an admissions counselor at your top choice universities?<br />
  17. 17. one | contacting students<br />How do you want to hear from colleges interested in recruiting you?<br />
  18. 18. one | contacting students<br />
  19. 19. one | contacting students<br />How helpful were the following during your college search and decision process?<br />
  20. 20. one | campus tours<br />Financial concerns prevented me from doing the following:<br />75% visited the campus before enrolling<br />70% visited less than 4 schools<br /> When asked what you would do differently, 77% of students said, “Visit more schools”<br />
  21. 21. one | campus tours<br />
  22. 22. one | online access<br />Where do you search or receive information from colleges?<br />Students with a reported income below $50,000:<br /> 37% access information on a mobile device daily or weekly<br /> 53% use a public computer at least monthly <br />
  23. 23. one | search sites<br />What websites have been most helpful to you in your college search process?<br />
  24. 24. one | always listen<br /><ul><li>If we don’t know, we can’t change
  25. 25. Customer service
  26. 26. Brand monitor
  27. 27. Participation</li></li></ul><li>section | two<br />Helping them navigate the admissions process<br />
  28. 28. two | biggest frustrations<br />
  29. 29. two | biggest frustrations<br />What was most challenging during the admissions process?<br /> Largest discrepancies between student groups:<br />“Paying college application fees” ranked 2nd among African American/Hispanic Students<br />“Filling out financial aid forms” ranked 3rd highest among Low Income Students<br />
  30. 30. two | financial concerns<br />How important was the cost of a particular college in the choice of whether to apply?<br />49% of low income students said they would not take out a loan because of two reasons:<br /> Fear of going into debt<br />Fear of the inability to pay back the loans upon graduation<br />
  31. 31. two | price calculators<br />
  32. 32. two | counsel first<br />“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<br />
  33. 33. two | always educate<br />Clearly define confusing terms:<br />First Gen, Student to Faculty Ratio, Early Decision, Waitlist, Yield, Rolling Admissions, etc.<br />Parents, parents, parents<br />Personal Approach<br /> “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.” <br /> -High School Senior<br />
  34. 34. two | personal outreach<br />
  35. 35. two | current students<br />“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.”<br />
  36. 36. two | have fun!<br />
  37. 37. section | three<br />Factors that impact their decision<br />
  38. 38. three | important factors<br />
  39. 39. three | important factors<br />Top 10 factors and relative importance <br />
  40. 40. section | four<br />Key takeaways and action items<br />
  41. 41. four | final takeaways<br /><ul><li>Outreach to all (Students, parents, teachers, counselors)
  42. 42. Join and participate in local access groups, establish or set up local satellites outreach office
  43. 43. Email is preferred, but mobile, text and social media can’t be ignored
  44. 44. College search sites impact students decision on where to apply/enroll
  45. 45. 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
  46. 46. Counsel first and always be personal and approachable
  47. 47. Campus tours are crucial, do what you can to support students in this effort., especially low income students. Consider virtual options as well
  48. 48. Involve current students as much as possible.</li></li></ul><li>four | thanks!<br /><ul><li>Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University
  49. 49. Troy Onink, Forbers College Crossroads Blog http://blogs.forbes.com/troyonink/2011/03/03/candid-perspective-on-minority-admissions/
  50. 50. Jessica Krywosa, Suffolk University, doteduguru.com. @jesskry
  51. 51. Posse Foundation, http://www.possefoundation.org/
  52. 52. Charta Squad, Art Samuels, Director of College Guidance, Willamsburg Charter High School, Brooklyn, NY</li></li></ul><li>four | survey whitepaper<br />Rob Wellington<br />Regional Director<br />rob@zinch.com<br />831-227-8973<br />

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