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THEINFLUENCEOFPARENTS,RADICALHOSPITALITY,ANDTHEADMISSIONSPROCESS
January29,2017
higher education
THECRITICALROLEOFPARENTSINTHECOLLEGESELECTIONPROCESSANDTHEIREXPECTATIONSOFCATHOLICHIGHEREDUCATION
AlternateTitle
higher education
Overview
• Surveycontext• Results• Howcollegesareusingtheresults• Q&A
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Presenters
GonzagaUniversityDr.ThayneMcCulloh
ErinHays
WhiteboardHigherEducationDr.SarahParrottBrennanMcDevitt
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NationalCatholicCollegeAdmissionAssociation
• “TopromotethevalueofCatholichighereducationandtoservestudentsinthetransitiontocollege”
• 133memberinstitutions• Membershipbenefits
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PurposeoftheProject• CollectdatafromparentsofstudentsadmittedtoCatholicCollegesandUniversitiesinSpring2016.
• Findouthowinvolvedparentsareinthecollegerecruitmentprocess.
• Hearfromparentsaboutwhatinstitutionalqualitiesaremostimportanttothem.
• ProvideinformationtotheNationalCCAAmemberinstitutionsabouthowtobetterrecruitparentsalongsidestudents.
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THENATIONALPARENTSURVEY
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InstitutionalParticipation
• AllNationalCCAAmemberinstitutionsinvitedtoparticipate.• Nocosttotheinstitutions.• Real-timeresultsavailabletoparticipantsasresponseswerecollected
• Presentationsofinstitution-specificresultsofferedatnocost.• February2017webinartodiscussapplicationofresultsincollegeadmissionoffices.
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SurveyAdministration
• Wereceived305,615parentemailsfrom51collegesanduniversities.
• Over210,000uniqueparentswereofferedtheonlinesurvey.• Oneinvitationandthreeremindersweresent.• 20,569 parentsstartedthesurveyand17,849 completedit.
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51ParticipatingInstitutionsAssumptionCollegeBellarmineUniversityBostonCollegeCabriniCollegeCaldwellUniversityCollegeofSaintScholasticaCreightonUniversityElmsCollegeEmmanuelCollegeFairfieldUniversityFordhamUniversityGonzagaUniversityHolyCrossCollegeIonaCollegeJohnCarrollUniversityLourdesUniversityLoyolaMarymountUniversity
LoyolaUniversityChicagoLoyolaUniversityMarylandMarianUniversityMarquetteUniversityMarymountCaliforniaUniversityMerrimackCollegeMountAloysiusCollegeMountMaryUniversityMountSaintMary'sUniversityNewmanUniversityNiagaraUniversityProvidenceCollegeRegisUniversitySaintFrancisUniversitySaintJoseph'sCollegeSaintLouisUniversitySaintPeter'sUniversity
SalveReginaUniversitySantaClaraUniversitySienaCollegeSt.Edward'sUniversitySt.JohnFisherCollegeSt.Mary'sUniversitySt.Mary'sUniversityofMinnesotaTheCatholicUniversityofAmericaTheCollegeofSaintRoseUniversityoftheIncarnateWordUniversityofMaryUniversityofNotreDameUniversityofPortlandUniversityofSanDiegoUniversityofScrantonUniversityofSt.ThomasXavierUniversity
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ParentSurveyAdvisoryGroup
ConnieBennett MarquetteUniversityStacyLedermann St.JohnFisherKristenEnglish NewmanUniversityKelliArmstrong BostonCollegeSarahRichardson CreightonUniversityChristinaBerardi SalveReginaUniversityJennielleStrother UniversityoftheIncarnateWord
BobLay BostonCollegeBethMyer BostonCollege
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8.4%ResponseRate!
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SURVEYRESPONDERS
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TwoofThreeRespondersWereMothers
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43%ofParentsUsedMobileDevices
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SocioeconomicStatusUsingWhiteboard’sNationalConsumerFile,additionalinformationwasappendedtoeachrecord.– Householdincome– Estimatednetworth– Householdeducationlevel– Estimatedhomevalue– Purchasingpower/credit
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Respondentshaverelativelyhighincomes
1% 1%
3% 3%
5%
12% 12%
8%
14%
9% 9%
14%
11%
0% 0% 2% 2%
4%
10% 11%
7%
15%
9% 10%
16%
12%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Lessthan$15,000
$15,000-$19,999
$20,000-$29,999
$30,000-$39,999
$40,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000-$124,999
$125,000-$149,999
$150,000-$174,999
$175,000-$199,999
$200,000-$249,999
$250,000ormore
TotalPopulation Responders
Medianincome
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Oneinfourhouseholdshasanetworthover$1M
5% 2% 2% 2%
3%
7%
17% 19% 18%
25%
3% 1% 1% 1% 2%
6%
15%
20% 21%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Lessthan$25k
$25,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000-$149,999
$150,000-$249,999
$250,000-$499,999
$500,000-$749,999
$750,000-$999,999
$1,000,000orMore
TotalPopulation Responders
Mediannetworth
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Parentshavehighlevelsofeducation
Q5:WhatisthehighestlevelofformaleducationobtainedbyXX’sparents/guardians?
2% 0% 0% 4%
2%
9%
38%
6%
39%
4% 0% 1%
7% 3%
10%
37%
4%
34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Unknown/didnotrespond
Juniorhigh/middleschoolorless
Somehighschool Highschoolgraduate
Postsecondaryschoolotherthan
college
Somecollege Collegedegree Somegraduateschool
Graduateschooldegree
Parent1EducationLevel Parent2EducationLevel
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PurchasingPower(CreditScoreRanges)
A.HIGH 780-850A1A2
B.ABOVEAVERAGE 660-780B1B2
C.AVERAGE 600-660C1C2
D.BELOWAVERAGE 500-600D1D2D3
E.LOW <500E1E2E3
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AdmittedfamilieshavestrongcreditLoanqualificationislikelynotanissueforfamiliesthatneedtoborrow
1% 1% 2% 2% 2% 5% 5% 7% 8%
11% 15%
41%
1% 0% 1% 1% 1% 3% 4% 6% 8% 11%
16%
48%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
E3 E2 E1 D3 D2 D1 C2 C1 B2 B1 A2 A1
TotalPopulation Responders
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Surveyrespondentsbystate
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AthirdofstudentsattendCatholichighschools
Q3:FromwhattypeofhighschoolwillXXgraduate?
53%
7%
34%
3% 0.5% 2% 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Public NonsectarianPrivate Catholic OtherReligious HomeSchool Other
Percen
t
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OverhalfofparentsattendedaCatholicschool orcollegeatsomepointintheirlife
Q4:DideitherofXX’sparentsattendaCatholic:
53%
42%
28%
14%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
PrimarySchool HighSchool College-Undergraduate College-Graduate
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SURVEYRESULTS
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Parentsarehighlyinvolvedintherecruitmentoftheirchild
Q6-8:Howoftenwere/areyouinvolvedinXX’scollegeapplicationanddecisionprocess?
1.92
2.32
2.54
2.65
2.96
3.42
3.44
3.51
3.56
3.66
3.66
3.70
3.89
4.12
4.18
4.49
1.0 2.0 3.0 4.0 5.0
Completingcollegeapplicationsforyourchild
Deleting/sortingyourchild'scollegeemails
Communicatingwithadmissionsrepresentativesbyemail/phone
Helpingyourchildchooseamajor
Sortingyourchild'scollegemail
Creatingyourchild'sapplicationshortlist
Reviewingyourchild'scollegeemails
Offeringrecommendationsaboutwhereyourchildshouldattendcollege
Reading/reviewingyourchild'scollegemail
Usingparentemailforcollegeemailsandcommunications
Remindingyourchildaboutcollegedeadlines
Choosingcollegestovisit
CompletingtheFAFSAforyourchild
Researchingcollegesforyourchild
Reviewingfinancialaidpackages
Accompanyingyourchildoncollegevisits/tours
Never Rarely Sometimes Often Always
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Studentsappliedtoover8institutions(Catholicandnon-Catholic)
2% 2%
4%
8%
10% 11% 11% 11%
9% 9%
6% 5%
3% 2%
2%
5%
0%
2%
4%
6%
8%
10%
12%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Over15Totalnumberofcollegeapplications
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StudentsappliedtojustunderthreeCatholicinstitutions
29.9% 26.8%
19.0%
11.1%
6.5% 3.2%
1.4% 1.0% 0.3% 0.3% 0.1% 0.1% 0.1% 0.0% 0.0% 0.1% 0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Over15TotalnumberofapplicationstoCatholicinstitutions
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Studentswereacceptedto6+institutions
Q12:HowmanycollegeacceptancesdidXXreceive?
2%
5%
10%
14%
16%
14%
12%
9%
6% 5%
2% 2% 1% 1%
2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+
NumberofAcceptances
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Studentsreceivedoverfourmeritawardoffers
Q13:Howmanyscholarshipormerit-basedfinancialaidawardoffersdidXXreceive?
5%
9%
15% 16%
15%
13%
9%
6% 4%
3% 2% 1% 1% 0% 0% 0%
1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 15+
Numberofmeritscholarshipsreceived
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ParentssaytheirstudentshavehighinterestinattendingCatholicinstitutions
Q16:WhattypeofinstitutionisXXmostinterestedinattendingatthistime?
24%
0.4%
15%
52%
4% 5%
0%
10%
20%
30%
40%
50%
60%
Public4-year Public2-year Nonsectarianprivate4-year
Catholicprivate4-year
Otherreligiousprivate4-year
Anothertypeofinstitution
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Strongfinancialaid,qualityeducationandoutcomemeasurescorrelatestronglywith“goodvalueforthemoney”
0.000 0.100 0.200 0.300 0.400 0.500 0.600
ReligiousactivitiesoncampusQualityofresidencehalls
CampusappearanceSmallclasssize
QualityofdiningfacilitiesCollegematerialsaddressedtome/theparent
CampussafetyQualityofcollegemailTightknitcommunity
Communityserviceprograms/opportunitiesValuesbasededucation
CulturalactivitiesoncampusValuablealumniconnectionsQualityofpeergroup/friendsQualityofacademicfacilities
CollegewantedmychildtoenrollFriendlinessofcampusstaffandfacultyGraduatesgotogoodgraduateschools
MychildwillgraduateontimeInternshipopportunitiesGraduatesgetgoodjobs
AcademicreputationTotalamountofscholarshipsandgrants
HighqualityeducationOverallfinancialaidpackage
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Timetodegreeandalumniconnectionsalsoresonatewithparents.Thesearestrongvaluedrivers.
Q18:PleasegiveyouropinionaboutthedifferencesbetweenCatholicversusnon-Catholicintuitionsrelatedto“Outcomes.”1-NonCatholicCollegesBetter,3-AbouttheSame,5-CatholicCollegesBetter
Non-Catholiccollegesbetter
Catholiccollegesbetter
Aboutthesame
3.33
3.35
3.38
3.52
3.53
1 2 3 4 5
Internshipopportunities
Graduatesgotogoodgraduateschools
Graduatesgetgoodjobs
Valuablealumniconnections
Mychildwillgraduateontime
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WhatistheimpactofSocioeconomicStatus?
Thehigherthelevelofpurchasingpower/credit,themoreinvolvedparentsareinthecollegedecisionmakingprocess.
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Themoreaffluentthefamily,themoreinvolvedparentsareindecidingwhichschoolstheirchildwillvisit
3.563.49
3.67 3.66 3.69 3.75
3.00
3.20
3.40
3.60
3.80
4.00
4.20
4.40
4.60
4.80
5.00
Unknown E D C B A
1=Never5=Always
ExcellentCreditPoorCredit
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Generally,moreaffluentparentsaremorelikelyto attendcollegetourswithstudents
4.124.30 4.33
4.454.53 4.58
3.00
3.20
3.40
3.60
3.80
4.00
4.20
4.40
4.60
4.80
5.00
Unknown E D C B A
1=Never5=Always
ExcellentCreditPoorCredit
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RECOMMENDATIONS
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1.Collectparentnamesandemailsasearlyaspossible
• Wellbeforetheapplication.
• Reachouttoprospectivestudentsandaskthemtosharetheirparents’information.Yourbestprospectswillrespond!
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2.Communicatewithparentsmuchearlierintherecruitmentcycle
• Parentswanttohearfromyourinstitutionintheirchild’s junioryearofhighschool,orearlier.
• Youarerecruitingparents,too!• Parentsdecideontheapplicationshortlist.• Parentsdecidewhichcollegestovisit.
“Idon'trecallreceivingbutoneortwoemailsfromtheuniversity.Mostweredirectedtothestudent.Moreparentrelatedinformationearlierintheprocesswouldbenice.”--Mother
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2b.Whenyoucommunicatewiththestudent,yourmessagewilllikelybereadbyaparent.
“Mydaughterusedmye-mailforallcorrespondence.Ireviewedeverything- shetoldmewhereshewantedtoapply,wediscusseditandmadetheshortlisttogether.Ireadalle-mailsthatcametomye-mailaccountandsharedthemwithher.Iindependentlye-mailedcollegeadmissionsrepresentativeswhenIhadquestions.”--Mother
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3.Makecriticalinformationeasytofind.
• Provideanswerstoparents’topquestions inoneplaceonyourwebsite.–Majors– Deadlines– Cost– Scholarships– Visitinformation– Contactinformation
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“Collegewebsitesareoverloadedwithinformationanditcanbeconfusingandhardtonavigate.”--Mother
“Ifoundsomeoftheapplicationandfinancialaidprocessestobedaunting.Clearandconciseinstructionsconcerningprocesseswouldhelp.”--Mother
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4.Winthevisit.
• Visitsareasmuchforparentsasforstudents.• HigherSESparentsmorelikelytovisityourcampus.• Personallyinviteparentstovisit(notjustthestudent).• Makethevisitmorethanjustarealestatetour.“Weasafamilystruggledwiththeoptionofearlydecisionorregulardecision.Weweighedoptionsregardingprograms,internships,studyabroadopportunitiesandoverallfeelofthecampuswhenvisiting.”--Mother
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5.Financialaidisafamilyprocess.• Startfinancialconversationswithparentsearlier.WiththearrivalofPPYFAFSA,thisiseasierthanever.
• GiventhehighSESofmanyprospectivefamilies,communicatingvalue upfrontiscriticallyimportant.– Isyourinstitutioncommunicatingvalueintermsthataremeaningfultoparents?
– Theyhaveabilitytopay.It’suptoyoutomakethemwilling topay.
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6.Value=Cost+Outcomes
• Despiteapopulationwithstrongabilitytopay,scholarshipsandfinancialaidcontinuetobekeyvaluedrivers.
• Outcomes:Jobs,internshipsandontimegraduationareallimportanttofamilieswhentheyconsidertheircollegeoptions.
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EXAMPLES
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ApplicationofResultsatGonzagaUniversity
• CommunicationofValueandOutcomes• Invitationstoparentstovisitcampus– Radicalhospitality
• Communicationplanforparentsofacceptedstudents• Websitepageforparents
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PresidentialReflections
• Dr.ThayneMcCulloh,GonzagaUniversity
– Notedtrends– University-wideinitiativestoaddressparentinvolvement
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DISCUSSION
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HowtoReceiveMoreInformation
• WebinartoNationalCCAAmemberschoolsFeb15.• Whiteboardon-campuspresentations.• Institutionaldatasharedwithparticipatingschools.• OveralldatasharedwithNationalCCAAmembership.Canbesharedwithnewmembers.
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Thankyou!BrennanMcDevitt
bmcdevitt@gowhiteboard.net
Dr.SarahParrottsparrott@gowhiteboard.net
WhiteboardHigherEducationPhiladelphia,PABoston,MA
484.533.3176
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