THE INFLUENCE OF PARENTS, RADICAL HOSPITALITY, AND THE ADMISSIONS PROCESS

Transcription

1 January 29, 2017 THE INFLUENCE OF PARENTS, RADICAL HOSPITALITY, AND THE ADMISSIONS PROCESS

2 Alternate Title THE CRITICAL ROLE OF PARENTS IN THE COLLEGE SELECTION PROCESS AND THEIR EXPECTATIONS OF CATHOLIC HIGHER EDUCATION

3 Overview Survey context Results How colleges are using the results Q & A

4 Presenters Gonzaga University Dr. Thayne McCulloh Erin Hays Whiteboard Higher Education Dr. Sarah Parrott Brennan McDevitt

5 National Catholic College Admission Association To promote the value of Catholic higher education and to serve students in the transition to college 133 member institutions Membership benefits

6 Purpose of the Project Collect data from parents of students admitted to Catholic Colleges and Universities in Spring Find out how involved parents are in the college recruitment process. Hear from parents about what institutional qualities are most important to them. Provide information to the National CCAA member institutions about how to better recruit parents alongside students.

7 THE NATIONAL PARENT SURVEY

8 Institutional Participation All National CCAA member institutions invited to participate. No cost to the institutions. Real-time results available to participants as responses were collected Presentations of institution-specific results offered at no cost. February 2017 webinar to discuss application of results in college admission offices.

9 Survey Administration We received 305,615 parent s from 51 colleges and universities. Over 210,000 unique parents were offered the online survey. One invitation and three reminders were sent. 20,569 parents started the survey and 17,849 completed it.

10 51 Participating Institutions Assumption College Bellarmine University Boston College Cabrini College Caldwell University College of Saint Scholastica Creighton University Elms College Emmanuel College Fairfield University Fordham University Gonzaga University Holy Cross College Iona College John Carroll University Lourdes University Loyola Marymount University Loyola University Chicago Loyola University Maryland Marian University Marquette University Marymount California University Merrimack College Mount Aloysius College Mount Mary University Mount Saint Mary's University Newman University Niagara University Providence College Regis University Saint Francis University Saint Joseph's College Saint Louis University Saint Peter's University Salve Regina University Santa Clara University Siena College St. Edward's University St. John Fisher College St. Mary's University St. Mary's University of Minnesota The Catholic University of America The College of Saint Rose University of the Incarnate Word University of Mary University of Notre Dame University of Portland University of San Diego University of Scranton University of St. Thomas Xavier University

11 Parent Survey Advisory Group Connie Bennett Stacy Ledermann Kristen English Kelli Armstrong Sarah Richardson Christina Berardi Jennielle Strother Bob Lay Beth Myer Marquette University St. John Fisher Newman University Boston College Creighton University Salve Regina University University of the Incarnate Word Boston College Boston College

12 8.4% Response Rate!

13 SURVEY RESPONDERS higher education

14 Two of Three Responders Were Mothers

15 43% of Parents Used Mobile Devices

16 Socioeconomic Status Using Whiteboard s National Consumer File, additional information was appended to each record. Household income Estimated net worth Household education level Estimated home value Purchasing power/credit

17 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% Respondents have relatively high incomes Median income 15% 14% 12% 12% 11% 10% 10% 9% 9% 9% 8% 7% 14% 16% 11% 12% 6.0% 4.0% 2.0% 1% 0% 1% 0% 3% 3% 2% 2% 5% 4% 0.0% Less than $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 -$ 200,000 - $ 250,000 $199,999 $249,999 or more Total Population Responders

18 One in four households has a net worth over $1M 35% 30% 25% 20% 15% Median net worth 20% 21% 19% 18% 17% 15% 25% 31% 10% 5% 5% 3% 2% 1% 2% 1% 2% 1% 3% 2% 7% 6% 0% Less than $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 $1,000,000 or More Total Population Responders

19 Parents have high levels of education 45% 40% 35% 38% 37% 39% 34% 30% 25% 20% 15% 10% 5% 0% 4% 2% Unknown/did not respond 0% 0% 0% 1% Junior high/middle school or less Some high school 7% 4% High school graduate 2% 3% Postsecondary school other than college 9% 10% 6% 4% Some college College degree Some graduate school Graduate school degree Parent 1 Education Level Parent 2 Education Level Q5: What is the highest level of formal education obtained by XX s parents/guardians?

20 Purchasing Power (Credit Score Ranges) A.HIGH A1 A2 B. ABOVE AVERAGE B1 B2 C. AVERAGE C1 C2 D. BELOW AVERAGE D1 D2 D3 E. LOW <500 E1 E2 E3

21 Admitted families have strong credit Loan qualification is likely not an issue for families that need to borrow 60.0% 50.0% 48% 41% 40.0% 30.0% 20.0% 10.0% 0.0% 15% 16% 11% 11% 7% 8% 8% 5% 5% 6% 1% 1% 1% 0% 2% 1% 2% 1% 2% 3% 4% 1% E3 E2 E1 D3 D2 D1 C2 C1 B2 B1 A2 A1 Total Population Responders

22 Survey respondents by state higher education

23 A third of students attend Catholic high schools 60.0% 53% 50.0% 40.0% 34% Percent 30.0% 20.0% 10.0% 0.0% 7% 3% 0.5% 2% Public Nonsectarian Private Catholic Other Religious Home School Other Q3: From what type of high school will XX graduate?

24 Over half of parents attended a Catholic school or college at some point in their life 60.0% 53% 50.0% 42% 40.0% 30.0% 28% 20.0% 14% 10.0% 0.0% Primary School High School College-Undergraduate College-Graduate Q4: Did either of XX s parents attend a Catholic:

25 SURVEY RESULTS higher education

26 Parents are highly involved in the recruitment of their child Accompanying your child on college visits/tours Reviewing financial aid packages Researching colleges for your child Completing the FAFSA for your child Choosing colleges to visit Reminding your child about college deadlines Using parent for college s and communications Reading/reviewing your child's college mail Offering recommendations about where your child should attend college Reviewing your child's college s Creating your child's application short list Sorting your child's college mail Helping your child choose a major Communicating with admissions representatives by /phone Deleting/sorting your child's college s Completing college applications for your child Q6-8: How often were/are you involved in XX s college application and decision process? Never Rarely Sometimes Often Always

27 Students applied to over 8 institutions (Catholic and non-catholic) 12% 10% 8% 8% 10% 11% 11% 11% 9% 9% 6% 4% 2% 2% 2% 4% 6% 5% 3% 2% 2% 5% 0% Over 15 Total number of college applications

28 Students applied to just under three Catholic institutions 35% 30% 29.9% 26.8% 25% 20% 19.0% 15% 11.1% 10% 6.5% 5% 3.2% 1.4% 1.0% 0.3% 0.3% 0.1% 0.1% 0.1% 0.0% 0.0% 0.1% 0% Over 15 Total number of applications to Catholic institutions

29 18% 16% 14% 12% 10% higher education Students were accepted to 6+ institutions 10% 14% 16% 14% 12% 9% 8% 6% 5% 6% 5% 4% 2% 2% 2% 2% 1% 1% 2% 0% Number of Acceptances Q12: How many college acceptances did XX receive?

30 18% 16% 14% higher education Students received over four merit award offers 15% 16% 15% 13% 12% 10% 9% 9% 8% 6% 5% 6% 4% 4% 3% 2% 2% 1% 1% 0% 0% 0% 1% 0% Number of merit scholarships received Q13: How many scholarship or merit-based financial aid award offers did XX receive?

31 60% higher education Parents say their students have high interest in attending Catholic institutions 52% 50% 40% 30% 24% 20% 15% 10% 0.4% 4% 5% 0% Public 4-year Public 2-year Nonsectarian private 4-year Catholic private 4-year Other religious private 4-year Another type of institution Q16: What type of institution is XX most interested in attending at this time?

32 Strong financial aid, quality education and outcome measures correlate strongly with good value for the money Overall financial aid package High quality education Total amount of scholarships and grants Academic reputation Graduates get good jobs Internship opportunities My child will graduate on time Graduates go to good graduate schools Friendliness of campus staff and faculty College wanted my child to enroll Quality of academic facilities Quality of peer group/friends Valuable alumni connections Cultural activities on campus Values based education Community service programs/opportunities Tight knit community Quality of college mail Campus safety College materials addressed to me/the parent Quality of dining facilities Small class size Campus appearance Quality of residence halls Religious activities on campus

33 Time to degree and alumni connections also resonate with parents. These are strong value drivers. My child will graduate on time 3.53 Valuable alumni connections 3.52 Graduates get good jobs 3.38 Graduates go to good graduate schools 3.35 Internship opportunities Non-Catholic colleges better Q18: Please give your opinion about the differences between Catholic versus non-catholic intuitions related to Outcomes. 1-Non Catholic Colleges Better, 3-About the Same, 5-Catholic Colleges Better About the same Catholic colleges better

34 What is the impact of Socioeconomic Status? The higher the level of purchasing power/credit, the more involved parents are in the college decision making process.

35 5.00 higher education The more affluent the family, the more involved parents are in deciding which schools their child will visit Unknown E D C B A Poor Credit Excellent Credit 1= Never 5=Always

36 5.00 higher education Generally, more affluent parents are more likely to attend college tours with students Unknown E D C B A Poor Credit Excellent Credit 1= Never 5=Always

37 RECOMMENDATIONS higher education

38 1. Collect parent names and s as early as possible Well before the application. Reach out to prospective students and ask them to share their parents information. Your best prospects will respond!

39 2. Communicate with parents much earlier in the recruitment cycle Parents want to hear from your institution in their child s junior year of high school, or earlier. You are recruiting parents, too! Parents decide on the application short list. Parents decide which colleges to visit. I don't recall receiving but one or two s from the university. Most were directed to the student. More parent related information earlier in the process would be nice. --Mother

40 2b. When you communicate with the student, your message will likely be read by a parent. My daughter used my for all correspondence. I reviewed everything - she told me where she wanted to apply, we discussed it and made the short list together. I read all s that came to my e- mail account and shared them with her. I independently ed college admissions representatives when I had questions. --Mother

41 3. Make critical information easy to find. Provide answers to parents top questions in one place on your website. Majors Deadlines Cost Scholarships Visit information Contact information

42 College websites are overloaded with information and it can be confusing and hard to navigate. --Mother I found some of the application and financial aid processes to be daunting. Clear and concise instructions concerning processes would help. --Mother

43 4. Win the visit. Visits are as much for parents as for students. Higher SES parents more likely to visit your campus. Personally invite parents to visit (not just the student). Make the visit more than just a real estate tour. We as a family struggled with the option of early decision or regular decision. We weighed options regarding programs, internships, study abroad opportunities and overall feel of the campus when visiting. --Mother

44 5. Financial aid is a family process. Start financial conversations with parents earlier. With the arrival of PPY FAFSA, this is easier than ever. Given the high SES of many prospective families, communicating value up front is critically important. Is your institution communicating value in terms that are meaningful to parents? They have ability to pay. It s up to you to make them willing to pay.

45 6. Value = Cost + Outcomes Despite a population with strong ability to pay, scholarships and financial aid continue to be key value drivers. Outcomes: Jobs, internships and on time graduation are all important to families when they consider their college options.

46 EXAMPLES higher education

47 higher education

48

49 Application of Results at Gonzaga University Communication of Value and Outcomes Invitations to parents to visit campus Radical hospitality Communication plan for parents of accepted students Website page for parents

50 Presidential Reflections Dr. Thayne McCulloh, Gonzaga University Noted trends University-wide initiatives to address parent involvement

51 DISCUSSION higher education

52 How to Receive More Information Webinar to National CCAA member schools Feb 15. Whiteboard on-campus presentations. Institutional data shared with participating schools. Overall data shared with National CCAA membership. Can be shared with new members.

53 Thank you! Brennan McDevitt Dr. Sarah Parrott Whiteboard Higher Education Philadelphia, PA Boston, MA