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Partnerships to Promote College
Affordability, Enrollment and
Success
Dream Deferred
May 2013
Presenters
• Steven Brooks, Executive Director, North Carolina
State Education Assistance Authority
• Kathleen Little, Senior Adviser, Student Aid Policy,
College Board
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http://advocacy.collegeboard.org/fivewaysedpays
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http://advocacy.collegeboard.org/fivewaysedpays
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http://advocacy.collegeboard.org/fivewaysedpays
Visit our website to learn more: http://advocacy.collegeboard.org/fivewaysedpays
A Research Project by
College Board and
College Foundation of North Carolina
• Rethinking Student Aid recommendations
– Simpler, more transparent aid system
– More predictable aid system
– Early communication with families and students
• Pilot Program in North Carolina
– Experimental research
– Determine impact of clear simple information to low-income middle school parents
Research Overview
Target population:
• Parents of children in grades 6-8
• With household incomes of $30,000 or less
Target sample size:
• 250 completed interviews in each group – test and control
Test / control design:
• Test group was screened for qualification and pre-recruited to agree to participate, mailed a brochure and cover letter, and interviewed after stating that they had looked over the material.
• Control group was screened for qualification and interviewed in a single call
Material Tested:
• The brochure, envelope, and cover letter were tested in focus groups and individual in-depth telephone interviews prior to finalizing the materials. Insights from these sessions were used to refine the materials prior to publication.
• Easy to understand message repeated throughout – Envelope
– Cover letter
– Brochure
• Co-branded by trusted sources – College Board
– College Foundation of North Carolina
• Specific information about prices and eligibility for grants and scholarships at four well-known example institutions
Brochures
• Distinguished tuition/fees and other expenses
• Showed a net of ZERO tuition and fees
• Followed with additional grant aid these students would receive for books and living expenses
• Based the information on each institution’s net price calculator and confirmed in conversation with the financial aid offices involved
• Knowledge of and positive attitudes toward postsecondary education are widespread throughout the low-income population of North Carolina.
• Low-income parents are generally aware of the financial aid system and how it works.
• Low-income parents understand that a college education provides benefits in addition to higher income.
• College is understood to be broadly accessible (not just for top students, geographically widespread).
• Knowledge of college costs: +13 points – Only 59% of control group respondents but 72% of test group
respondents said they knew how much it costs to attend college in North Carolina.
• Understanding that many students pay far less than published prices: +22 points – 65% of test group respondents and only 43% of control group
respondents agreed with the statement that most students pay far less than the prices colleges publish.
• Recognition that for low-income families in North Carolina, parents pay $0 for tuition at many in-state colleges : +24 points – 68% of test group parents and 44% of control group parents agreed with
the statement that college tuition and fees are free at many colleges for families with incomes less than $30,000.
• Credibility is key – CFNC and College Board were seen as valid, trusted sources of information
• Find local gaps in knowledge and tell them what they don’t know (not what they do)
• Get beyond the headlines and be very specific and personal – help them see themselves in the data (case studies)
• Keep all charts and text simple and clear
• Repetition could be key
College Works and the “Open Path”
Can early info about college and how to pay influence study habits and parental support so that the path to college stays open?
Experiment in two similar rooms of low-income middle school students
1. Closed path: info on how much college costs
2. Open path: info on how much financial aid is available
3. Major increases in grades, study time, extra credit work when path is open
We have just made a video of Dr. Destin discussing the open path for our middle school students
Mesmin Destin video
Dr. Mesmin Destin Assistant Professor, Social Psychology Northwestern University
Next Steps in North Carolina
1. Enhance CFNC website for middle school students & families
by: • Providing more information about paying for college for
different income levels. • Re-emphasize the $0 tuition cost for those eligible • Elaborate and be more specific on a parent “to do” check list • Feature the Mesmin Destin “Open Path” video
2. Promote the study and the findings • Op-ed signed by NC higher ed system heads • Conduct presentations to inspire middle school students and
parents • Marketing campaign on “College Works”
The Get Schooled College Affordability Challenge:
My College Dollars Facebook Application
Get Schooled College Affordability Challenge
The Challenge:
Difficulty paying for school is significant barrier to college
enrollment and success
The Competition:
Use technology to simplify financial aid process & increase
awareness of funding sources
Collaboration Across Multiple Innovative Partners
Winning Social Media Tool
Use social networking to reduce financial barriers to
college enrollment and success
Present scholarship opportunities on Facebook
Provide FAFSA help
Debunk myths about financial aid
Increase comfort level related to intelligent borrowing
Target audience
High school seniors
Students enrolled in higher education
Why Social Media
Results
Click here for video
As of 4/22/13
Next Steps
Streamlined user experience
New scholarships and updated Federal Aid content
Mobile version for smartphones
Videos that highlight student experiences
Search functionality to find answers to your questions
Ability to export key scholarship and financial aid
dates and deadlines to your personal calendar
Visit My College Dollars
www.mycollegedollars.com
The Get Schooled Future Forward Challenge
Future Forward Challenge
The Goal:
Motivate and inspire more low-income students to take steps to attend
and complete college.
The Competition:
Challenge schools to compete to earn points by engaging the entire
student body in a series of fun and interactive college-readiness
activities:
searching for scholarships,
“checking-in” at college campuses,
answering sample test questions, and
exploring financial aid opportunities/submitting the FAFSA.
The Reward:
Celebrity principal for a day through the Future Forward Tour.
Future Forward Challenge
Click here for video
