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E511: Recruiting Under-Represented Students
Understanding Who and What Influences their College Search and Enrollment Decisions
Nathaniel Hancock, Zinch VP of College [email protected]; 248-924-0422
Jessica Krywosa, Suffolk University, Director of Web [email protected]
David Pierre, St John’s University, Senior Assistant Director, [email protected]
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
