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Presenters: Johnavae Campbell, CGS StaffJennifer Satalino, CGS OregonNirjan Rai, IHEP
College Goal SundaySite Coordinator Training
2
College Goal Sunday
A National Initiative to Increase College Access for Underserved
Populations
Funded by
3
Lumina Foundation for Education
Targeted Population:Low-income familiesFirst-generation students
Major Theme Areas:AccessSuccessAdult learners
4
Today’s Agenda
CGS Overview
College Access Marketing strategies Q & A
Site Coordinator Job description
Event Schedule
Next Steps/Special Circumstances Q & A
Evaluations and Recommendations
Importance of Partnerships Q & A
11:00
11:15
______
11:45
12:00
12:15
______
12:30
12:45
5
Introduction to CGS
Volunteer, charitable program to help low-income families and first-generation students complete the FAFSAAttempts to reduce or eliminate one major barrier to postsecondary education: applying for financial aidTo date, CGS served more than 100,000 aspiring college studentsOver 9,000 volunteers & 700 sites annually
6
KSKS
WY
OH
OK
WY
OH
OK
DC/DE/MD
CA
DC/DE/MD
CA
KY-$3.5M approved
by LuminaFoundation
- LF receivedtrademark agreement
-LF receivedNASFAA letter
of support
KY-$3.5M approved
by LuminaFoundation
- LF receivedtrademark agreement
-LF receivedNASFAA letter
of support
AZAZ
Funding started from
USA Groupfamily of
companies
Funding started from
USA Groupfamily of
companies
ISFAA foundedCGS in IN with
LillyEndowment
Grant
ISFAA foundedCGS in IN with
LillyEndowment
Grant
19891989 19941994 19971997 19981998 20012001 20022002 20032003
Background
20042004 2005 2006 2007 2008 2009 2005 2006 2007 2008 2009
HI
MI
MO
IL
ME-NASFAA assumed
CGSmanagement
HI
MI
MO
IL
ME-NASFAA assumed
CGSmanagement
MA
NV
MT
AK
MA
NV
MT
AK
FL MN NJ NM
TN TX
V WI
FL MN NJ NM
TN TX
V WI
AR CO GA NY
OR NC
SC SD
WA
AR CO GA NY
OR NC
SC SD
WA
CT
LA
ND
RI
CT
LA
ND
RI
MS
IA
MS
IA
7
CGS StatesCurrent States
Preliminary Planning States
AlaskaWashington
Oregon
Montana
Wyoming
North Dakota
SouthDakota
Arizona NewMexico
ColoradoKansas
Texas
Arkansas
Missouri
LouisianaFlorida
Georgia
So. Carolina
Tennessee
Kentucky
Illinois Indiana
Ohio
Minnesota
Wisconsin
Michigan
Maine
New YorkMassachusetts
Rhode Island
Connecticut
New Jersey
Delaware
Maryland
District of Columbia
Hawaii
Iowa
Mississippi
West Virginia
8
Types of Grant Recipients
Financial AidAssociations
StateAgencies
Colleges/Universities
TRIO/Community-Based Organizations
15 12 3 5
9
Management Role with CGS
Share the vision of higher education opportunities for underserved populationsBuild and strengthen networksProvide oversight, technical assistance and trainingConnect volunteersLocal and national fundraising supportCreate interfaces with related servicesProvide support through national partnership organizationsDevelop evaluation tools
10
Presented at & Promoted by…
11
Program Support
Technical Support National College Goal Sunday Web site
www.CollegeGoalSundayUSA.org Centralized resources Templates of letters, press releases, etc. Financial aid presentation for sites
Webinar Trainings – FAFSA, Homeless, Site CoordinatorListservNational ForumE Newsletter
12
College Goal Sunday Web site
www.CollegeGoalSundayUSA.orgGrant Submission and Report Forms Planning, Implementation, Continuation and Extended
College Access Marketing ToolkitFundraising ToolkitMarketplaceFAFSA Line-by-Line Seven languages
NewslettersBest Practices Toolkit State ProfilesNext Steps
13
College Access Marketing Toolkit
Best ways to reach teens: youth advisory groups – ask them personalized mail person to person contact events they attend text messaging knowing what radio stations they listen to Form a youth advisory group Direct contact with parents
• Employers, churches, social gatherings Contact with influencers
• Clergy, Boys/Girls Clubs, coaches Build partnerships
14
Expanding Our Reach
PartnershipsCreation of an access pipeline from
middle to high school
Provide additional family services:Tax preparation assistance; financial
literacy; borrowing tips
Train volunteers in:Financial aid process and the FAFSAChallenges of special populations
15
Mission-Related Partners
PTAGuidance CounselorEducation departmentsAdult EducationHome School Ass.Offices of the governorState agenciesTRIO/GEAR UPBusinesses and FoundationsKnowHow2Go
College access org.
Financial literacy org.
State and regional
financial aid associations
Professional associations and societies
Community-based organizations (CBO’s)
VITA/Free Tax Assistance Program
Homeless Youth Liaisons
16
College Goal Oregon: Making College Access Marketing work for you
17
College Access Marketing: Definition
Using marketing techniques to increase high school completion and college participation rates
A form of non-profit awareness, buzz building and behavior changes for the common good
18
Why do we require CAM plans?
We reach more of our target students this wayWe have two years of data to back up this approachWe have monetary support to learn this new techniqueWe think this will help more efforts than just CGO
19
CGO CAM Plans
Unique to each siteDeveloped for your local populationDifferent from your average bearShould make you feel “stretched”
20
A good CAM Plan
Focuses on one group of students
Requires a bit of research to get it right
Can be recycled each year with minimal effort
21
A GREAT CAM Plan
Targets a group you are not already reaching
Targets a very specific group
Requires you to reach out into the community
Involves community leaders you may not know yet
Requires you to put yourself in someone else’s shoes
Involves some risks; you may fail
22
Purpose and Problem Statement (STEP ONE)
Be Specific!Problem Statement: Nationwide, only 34.6% of college students have parents who have a high school diploma or less.Purpose: 39.6% of families in our state have a high school education or less. 40% of our CGO families in 2009 will have a high school education or less.
23
Identify your target audience (STEP TWO)
Our target audience are families with a high school diploma or less education.
ID their values and core concerns.
These families value job stability and a practical education.
24
Set Objectives (STEP THREE)
Families with a high school diploma or less will attend our CGO event.
Help these families see that post-secondary education can improve their job security and provide access to higher paying occupations.
25
Set Goals (STEP THREE)
40% of students attending our CGO event will be from families where the parent(s) have a high school diploma or less.
10% of our target families will also have a parent complete the FAFSA, in addition to the high school student they brought to our CGO event.
26
Reality Check (STEP FOUR)
What do we know about this group?
What research is available to us?
Who can we reach out to?
Use these resources to double check our assumptions
Families with a high school diploma or less rely on high Families with a high school diploma or less rely on high school teachers for information. These families also school teachers for information. These families also trust medical professionals.trust medical professionals.
27
Build a strong marketing plan (STEP FIVE)
This is where you may feel uncomfortableOur traditional, tried and true methods
might not workCreativity is a good thingOur best practices round table is an even
better thing!You need to believe
28
College Goal Sunday CAM Examples
Black Youth Lack of Trust
Identify influencers
Equip influencers w/message and support
Rural
Lack of transportation
Deliver information to the community
Car as a
symbol that CGS
is coming to you
Hispanic Families
Communication Breakdown
Communicate with target audience
Hispanic Mentors/Role Models assist with outreach and translation
Audience
Problem
Objectives
Marketing Strategy
29
Strategy (STEP FIVE)
We will use high school teachers to spread our message
We will use our local doctors, dentists, pharmacists and hospitals to spread our message
We will use parents from our target demographic to spread our message
30
Tactics (STEP FIVE)
This is where you get sneaky and specificThrow a quick after-school reception/training for teachers and coachesEngage your target parents in some brainstormingGive all of your medical professionals the tear off cards from the CGO postersDo something completely out of the ordinary! This is where you stretch!
31
Messages (STEP FIVE)
The more education you have, the less likely you are to be laid off
With more education, you’ll increase your earning power
College is affordable
People are willing to help you FOR FREE
Attend College Goal Sunday
32
Implement the plan (STEP SIX)
This is your project management phase
ID Tasks, assign people, use your CGO stipend
DON’T DO THIS ALONE!Remember, you have top level buy in,
thanks to the site agreements
Adjust as you go
33
Learn as you go (STEP SEVEN)
Create your tracking mechanisms
Collect your data
Tell your story- how did you do?
34
Leave a Legacy (STEP EIGHT)
This is the hardest part, but it will pay off!
Critique your efforts
Make a list of what you’ll need next yearThanksgiving list
Pretend you’ll be in Hawaii all of next year; what will your replacement need to know?
35
Remember, we’re here to help you
National Office
State Coordinators
Your fellow Site Supervisors
CGS ROCKS!
You are not alone
36
What is a CGS Event?
Students and their families attend a CGS site for assistance with the FAFSA
Line-by-line moderated review of the FAFSA
Volunteers greeting at the door and experts circulating the room
37
Key Points to Remember
College Goal Sunday is a volunteer-run program
The stronger the collaborations, the greater the success
Evaluate and measure
38
The Players
Statewide Coordinator
Statewide Site Coordinator
Task Force/Steering Committee
Mission-related partners
Funders and volunteers
Public Relations and Grassroots Outreach
Supporting agency
39
Statewide Coordinator
Oversees all aspects of the programChairs task force/steering committeeAttends site visit and trainingUnderstands postsecondary issues in the stateHighly organizedAble to delegate tasksHas support systems
40
Statewide Site Coordinator
Alternate lead contact
Attend site visit and training
Recruit and train site coordinators
Assist in recruiting volunteers
Organized
Attention to details
Able to delegate
41
Site Coordinator Job Description
Site selection • Arrange parking, translation services, computer/internet
access, transportation and any child care
Secure equipment, tables and chairsSet-up presentationOrganize scholarship drawing Select DateDevelop PacketsIdentify site volunteersRequest FAID volunteersForward surveys to the state coordinator
42
Site Outreach Coordination
Work with college access professionals, schools, churches, and community based organizations to develop a college access marketing plan and promote CGS in your community.
43
Site Planning Team
Diverse knowledge of postsecondary issuesContacts within their area of expertise Financial Aid Representatives ED, TRIO, GEAR UP High School Guidance Teachers Business Community/Chamber of commerce Community Representative Student/Parent (Ambassadors) Public Relations Adult Education Home School Association Representative
44
Site Volunteer Opportunities
OutreachFinancial AidSponsorship DevelopmentFundraisingSurveys/EvaluationsPR and MarketingVolunteer RecruitmentLogisticsCreativity to foster program expansion
45
On-site Volunteers
Financial Aid
Registration
Set up/Clean up
Answer non-financial aid questions
Collect surveys/evaluations
Child care
Traffic control/signs
Uninvited guests
46
Site Coordination Timeline
September Recruit help Outreach begins Develop media plan
October Fundraising
• Sports team mascots• Family activities• Raffle prizes
Attend college fairsNovember Provide training opportunities Work on local official buy-in and support
December Order paper FAFSAs Stuff packets
January Strong media plans executed Volunteer orientation, including weather contingency plan
February Have a great event! Send in survey forms
47
Real Tips from Site Coordinators
Connections with communitySite selectionVolunteer supportLeadership buy-inLocation Leverage
in-kind resourcesInstitution Media Relations, Outreach
Programs, Student Groups, Faculty
48
Real Tips from Site Coordinators
Empower influencers
Provide small refreshments
Offer informational material
Personal touch
Creativity Local official buy-in Proclamations
Raise visibility Banners, College Fairs/Centers, Local meetings
49
Do’s and Do Not’s
DO NOTAllow solicitation of any kind
Ask for a social security number
Require them to sign up for anything
Forget to say thank you
Turn away help
DOMake volunteers sign a volunteer form
Require all volunteers to wear the same shirts (buttons can be used to distinguish volunteers)
Offer refreshments, tours, information
Post visible directional signs
Have a weather contingency plan
50
Logo and Name Usage
Using Lumina Foundation’s or College Goal Sunday’s Name On first reference, please use Lumina’s entire name:
Lumina Foundation for Education. On subsequent references, you may use Lumina Foundation or the Foundation.
Lumina Foundation style does not permit the use of the article “the” before its proper name.
Please refer to Logo Usage Guidelines and Visual Style Guidelines on the College Goal Sunday Web site at www.CollegeGoalSundayUSA.org under Program Support, Forms and Resources, Part I.
On first reference, please use the program’s entire name: College Goal Sunday. Do not use the acronym CGS to refer to College Goal Sunday in published materials.
In all informational materials, organizations are asked to use the service marks symbol (SM) after the first textual reference to College Goal Sunday. Subsequent references need not carry the mark.
51
Stuffing Packets
Next Steps
State and Federal Financial Aid Information
FAFSA Foster Youth Tips
Financial Literacy
Scholarships
52
Resources
National www.collegegoalsundayusa.org www.collegeaccessmarketing.org www.nahecy.org www.ymca.net www.coenet.us www.collegeaccess.org www.efc.org www.finaid.gov www.collegeboard.com www.nefe.org www.tax-coalition.org To locate the nearest VITA site, call 1-800-829-1040.
53
Event Timeline
1.5 hr prior to start time Your arrival, identify volunteer space & greet staff
1 hr prior to start time Welcome, introductions, housekeeping.
• hand out shirts, name tags, review assignments• Survey collection, Scholarship process & Media
plan5 hr prior to start time Place banners & signs. Setup presentation equipment if applicable. Setup tables: registration, scholarship, food
Attendees arrive Greet attendees at door or Registration Table. Give folder and offer options (computer room, quick
questions, advising/presentation). Mention food, survey, scholarship process.
54
Presentation Style
Computer Room Give overall instruction (if big enough group)
otherwise individual advising.
Quick Question Room Ideal for those prepared to get in and out
Individual/small group meetings. Round tables where an advisor meets with
one, 2 or 3 families to review the FAFSA. (library or cafeteria)
Review the FAFSA with the Worksheet and then direct families to the Computer Room if there is time.
Direct folks to Survey/Scholarship Table where they will submit Survey and pick up Scholarship Raffle form.
55
Presentation Style
Group Presentation FAFSA Worksheet Ideal for a large crowd. A presenter introduces
him/herself and advisors. Provides overview & volunteers circulate – raise
your hand with a question, direct families to computer lab if available (volunteers in CLab)
Direct folks to Survey/Scholarship Table where they will submit Survey and pick up Scholarship Raffle form.
Group Presentation F Aid Overview Students/Families take a number at entry All students/Families are seen individual or in small
teams Presentation is informational about state and
federal aid
56
Thank You!
Collect materials, and clean up accordingly. Collect Volunteer Survey Forms. Draw and announce scholarship winner. If not present phone now or later in the evening. Thank volunteers and remind them to keep their tee shirts. See you next year! Store materials (banner, directional signs, etc) until next year.
57
Information Provided By:
Violette Hunter, SC site coordinator
Kathy Blau, KS site Coordinator
Annette Charette, ND site coordinator
Rosina Chaparro, CO site coordinator
Wynette Richardson, NJ site coordinator
58
Special Circumstances
Independent vs. Dependent status
McKinney Vento Act ChangesHomeless Youth
What happens after the FAFSAVerification
Non US Citizens
59
Evaluations
Why we measure Determines how well we are reaching the target population Provides states with information on effective/ineffective marketing
strategies
What we measure Family income Parents’ levels of education Race
How we measure Student/Family surveys by attendees Focus groups at selected sites Comparative attendee data with state grant program filing data Comparative attendee data with state census data compared in
all target population areas
60
Evaluations, cont’d
Target Audience Any race or ethnicity other than White non-Hispanic (including
multiple races) Family income of $40,000 or less Neither parent attended college
61
Survey Response Rates
20,646 student-family surveys
59% response rate overall Down from 64% in 2007
Response rates varied by state Lowest response rate 27% Highest response rate 98%
62
Target Audience Turn-Out
73% of CGS participants fit at least one of the target audience categories
CGS served more target audience students than in past years 5,500 more than 2007 12,500 more than in 2006
More than half of participants in every CGS state were target audience Target audience percentages ranged from 54%-97%
63
Racial/Ethnic Minority
60%
4%
3%
6%
72%
11%
3%
2%
3%
15%
12%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
White (non-Hispanic)
African American
Hispanic
Asian American
American Indian or Alaska Native
Multiracial American Community Survey
College Goal Sunday
Race/ethnicity of 2008 College Goal Sunday participants under age 25 versus 2006 American Community Surveyrespondents ages 15-24
Note: ACS data include only relevant states and were weighted to match the distribution of responses to the CGS surveys. Source: College Goal Sunday student-family surveys 2008; U.S. Census Bureau American Community Survey 2006
64
Low Income
Family income of 2008 College Goal Sunday participants under age 25 versus 2006 American Community Survey respondents ages 15-24
Note: ACS data include only relevant states and were weighted to match the distribution of responses to the CGS surveys. Source: College Goal Sunday student-family surveys 2008; U.S. Census Bureau American Community Survey 2006
17% 19%19%
64%
54%
27%
0%
10%
20%
30%
40%
50%
60%
70%
Under $20,000 $20,000-$40,000
Over $40,000
American CommunitySurvey
College Goal Sunday
65
Other Demographics
Students with disabilities 5% of participants More likely to be very low income More likely to be seeking AA or certificate
Students age 25 and older 8% of participants Over 90% target audience Much more likely to be seeking AA or certificate
66
Recommendations
Expanding Target Audience Population
Improving Publicity and Outreach
Increasing Sustainability
67
Recommendations
Expanding Target Audience PopulationTarget Publicity and Outreach Campaigns
Expand Outreach to Individuals Age 25 and Older and Those Not Currently Enrolled in School
Work with Community Colleges
Innovation and Technology
Increase Coordination between States
Expanding College Goal Sunday
68
Recommendations
Improving Publicity and OutreachIncrease the Role and Responsibilities of Local Sites and Site Coordinators
Create and Foster Local Partnerships
Continue to Emphasize Grassroots Strategies
Connect/Reconnect with High Schools/ Work with High School Teachers and Counselors
Expand Parental Outreach Programs
69
Recommendations
Increasing SustainabilityEmphasize Fundraising
Sustainability From Early On
Building Partnerships
Cutting Costs
70
What We Have Learned
CollaborationsIncluding mission-related partnersOrganizations that work with the target
population
Craft and deliver the right messageUnderstanding the target population
Evaluate and measureStrengthening program effectiveness
71
Questions&
Answers