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How NSSE Can Help With Strategic Enrolment Management
How NSSE Can Help With Strategic Enrolment
Management
SEM 2008, Session ID: 100
Ann Tierney, Vice-Provost (Students)David Johnston,Associate Vice-Provost (Enrolment) and RegistrarUniversity of Calgary
How NSSE Can Help With Strategic Enrolment Management
Agenda
1. Introduction2. Strategic Enrolment Management
Context3. National Survey of Student
Engagement (NSSE) Survey4. Connecting NSSE to Recruitment5. Connecting NSSE to Retention6. Conclusions and Observations
How NSSE Can Help With Strategic Enrolment Management
About The University of Calgary . . . • Only university located in Calgary, Alberta, Canada (population of ~1 million)• ~28,000 students• Public medical/doctoral, research-intensive • Full range of undergraduate and graduate programs• Professional schools: Medicine, Law, Architecture, Veterinary Medicine• 16 academic faculties
How NSSE Can Help With Strategic Enrolment Management
How NSSE Can Help With Strategic Enrolment Management
Strategic Enrolment Management (SEM)
“. . .strategic enrollment management is as much about managing educational processes and resources as it is about managing enrollments. In addition to traditional recruitment and retention strategies, enrollment managers have expanded their tool kits to include efficiency and effectiveness strategies such as geodemographic research, student outcomes assessment, student aid leveraging and institutional financial modeling.”
– Bob Bontrager, Director of AACRAO Consulting and the AACRAO SEM Conference.
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student Engagement (NSSE)
“ . . .obtains, on an annual basis, information from hundreds of four-year colleges and universities nationwide about student participation in programs and activities that institutions provide for their learning and personal development. The results provide an estimate of how undergraduates spend their time and what they gain from attending college. Survey … reflect(s) behaviors by students and institutions that are associated with desired outcomes of college.”
nsse.iub.edu/
How NSSE Can Help With Strategic Enrolment Management
SEM in Canada
• Changing demographic characteristics• Declining 18 – 24 age group • Increasing competition for all students in general, and good students in particular• Increasing national recruitment amongst peer institutions • Increasing involvement of Government in accountability measures
How NSSE Can Help With Strategic Enrolment Management
SEM at the University of Calgary
• Student focused President• Very engaged Provost, committed to measurement• Institutional priority to become student-centric• Financial challenges around budgets increasing at a rate less than costs increasing
How NSSE Can Help With Strategic Enrolment Management
SEM at the University of Calgary
• Recently reorganized for integration– responsibility for enrolment services, student services
and student success resides in Vice-Provost (Students)
• Complex institutional admission practices• Senior level commitment on managed enrolment• Shared institutional goals on retention• Funded enrolment growth in government defined strategic areas
How NSSE Can Help With Strategic Enrolment Management
SEM at the University of Calgary
• Current Emphasis in Enrolment Management
– Effective and efficient recruitment and admissions– Improving student engagement– Linking traditional enrolment management with
student success– Improving retention
• Creating a culture of data driven decision making• Initiating strategic change
How NSSE Can Help With Strategic Enrolment Management
Surveys at the U of C
• Existing use of NSSE to measure the engagement of our students. Conducted NSSE in 2004, 2007 and 2008. Have also used BCSSE•Use other surveys to verify, understand, examine trends:
– CUSC (Cdn Undergraduate Survey Consortium)– CGPSS (Cdn Graduate and Professional Student
Survey)– Graduate Follow-up (Province of Alberta, 2 yrs after
grad)– 2008 Extensive Applicant Study
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student Engagement
• Large, research supported, student survey• USA and Canadian Schools• Designed to provide information colleges and universities can use to improve the quality of undergraduate education• Measures what students say they do• Connecting NSSE data over time and across institutions allows improved ability to monitor trends and patterns
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student Engagement•Creates 5 Benchmarks
– Level of Academic Challenge– Active and Collaborative Learning– Student – Faculty Interaction– Enriching Educational Experiences– Supportive Campus Environment
• Benchmarks consist of series of questions related to the topic• Administered to first year and senior students only• Normally administered on a schedule, not annualy
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student Engagement• Provides year to year data for analysis•Within Canadian comparators
– U of C scores are in line with our Canadian counterparts
•Within USA comparators– U of C scores are consistently lower than our U.S.
Research Extensive counterparts
•Internal cross faculty comparators– High variability across programs
How NSSE Can Help With Strategic Enrolment Management
08 Benchmark Comparisons - Cdn Schools
0
10
20
30
40
50
60
Mea
n s
core
s
First year
Senior Year
How NSSE Can Help With Strategic Enrolment Management
08 Benchmark Comparisons - US schools
010203040506070
Mea
n S
core
s
First year
Senior Year
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student Engagement
• At U of C, there are a range of results between faculties – richness of results• We are equally as interested in comparing between faculties as we are between institutions• The real information/strength of NSSE lies in the underlying questions that comprise the benchmarks
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student Engagement
48.4
%30
.2%
20.9
%0.
4%
9.8%
48.6
%18
.2%
23.4
%
48.5
%27
.1%
23.7
%0.
7%
17.2
%51
.7%
13.6
%17
.5%
55.4
%29
.5%
15.1
%
8.6%
69.9
%9.
1%12
.4%
50.2
%27
.3%
21.8
%0.
7%
13.9
%52
.3%
15.4
%18
.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Schulic
h - 1
st
Schulic
h - S
r
Science
- 1s
t
Science
- Sr
Haskay
ne - 1
st
Haskay
ne - S
r
UofC -
1st
UofC -
Sr
Culminating senior experience (capstone course, senior project or thesis, comprehensive exam, etc.)
Done
Plan to do
Do not plan to do
Have not decided
How NSSE Can Help With Strategic Enrolment Management
National Survey of Student EngagementWhat we found:• Need to focus on our first year students in order to improve their experience• Need to focus on overall efforts to increase student engagement for all students• Need to work on course and classroom issues• Need to communicate with our students around supportive campus environment issues
How NSSE Can Help With Strategic Enrolment Management
Action from NSSE Results
Create NSSE Action Team: Results oriented• Provost• Senior Student Affairs leaders• Academic representation• Students’ Union• Planning/Institutional Analysis analyst• NSSE Project Coordinator
How NSSE Can Help With Strategic Enrolment Management
Action from NSSE Results
Communication of NSSE Results:•Newsletters (5) - Benchmark results to campus• Faculty-specific results – presentations to faculty councils• Overall Results to Deans’ Council, etc.• Creation of internal NSSE website
How NSSE Can Help With Strategic Enrolment Management
Enrolment Management
• What we thought
• Are we able to leverage what we know from NSSE to assist in Enrolment Management efforts?
• How to use NSSE (and other) data to support recruitment, admission, registration and retention
How NSSE Can Help With Strategic Enrolment Management
Enrolment Management
• Moving away from traditional way of using data• Not connected to students as “people”• Must focus on usual metrics• Focused on meeting goals • Must also focus on understanding what attracts and keeps students• Must be aware of what they are thinking
How NSSE Can Help With Strategic Enrolment Management
Enrolment Management
• Recruitment: Highlight positive aspects of the experience our students say they’re having; thus recruiting students who best fit our institution
•Retention: Working to change parts of the experience students say are problematic; thus retaining students to successful completion
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsActive and Collaborative Learning
36.7
44.1
34.2
41.9
39.8 47
.1
0
20
40
60
Mea
n S
core
s
U of C Cdn Peers US Peers
ACL Benchmark vs Canadian and U.S. Peers
First year
Senior year
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
RESULTS in the Active and Collaborative Learning benchmark are high; U of C values this, as do our students
ISSUE: to keep recruiting students who value active and collaborative learning and who best “fit” our institution
ACTION: U of C Viewbook•Has student profiles focusing on this issue•Recruit students who are best suited to our institution: combination of BCSSE/NSSE data shows us who our students are/what they want•“truth in advertising:” our Viewbook helps us reach out to students who best fit; also assists in setting expectations
How NSSE Can Help With Strategic Enrolment Management
“Business is obviously a lot of collaborative work. All the introductory courses pretty much have group projects. We are getting together, with groups, for at least two classes each semester.” •(2nd Year Commerce Student)
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
23.8
34.4
25.3
35.6
29
43.2
0
20
40
60
Mea
n S
core
s
U of C Cdn Peers US Peers
EEE Benchmark vs Canadian and U.S. Peers
First year
Senior year
Enriching Educational Experiences
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
51.5
%39
.4%
9.1%
64.4
%28
.7%
4.1%2.8%
74.2
%25
.8%
52.9
%44
.1%
2.9%
45.9
%37
.8%
10.8
%
2.7%
2.7%
54.2
%38
.1%
5.5%1.5%
0.6%
51.9
%38
.9%
6.4%2.0%
0.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Nursing1st
NursingSr
SWSr
BHS1st
BHSSr
UofC1st
UofCSr
Hours per 7-day week spent participating in co-curricular activities
More than 30
21-30
11-20
1-10
0
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
RESULTS for Enriching Educational Experiences are good, but still needs to improve.
ISSUE: To offer our students a wide range of excellent educational experiences
ACTION: U of C Viewbook highlights: study abroad programs; research opportunities with professors; practicum/co-op experiences; volunteer experiences•Worked with faculties to ensure the Viewbook highlighted their strengths in enriching educational experiences
How NSSE Can Help With Strategic Enrolment Management
“Most of the program is based on a practicum. They do a really good job in our faculty including agents from Calgary and surrounding area. They tailor to different types; adolescents, seniors,…case work, child services. They pretty much cover every type of category you want.” (4th year Social Work Student)
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsRESULTS: show that our students are very career-focused; faculties require assistance in offering advice to students
ISSUE: Students need information regarding career paths, hands-on opportunities to explore job markets
ACTION:•Viewbook has an “explore” page – circles of areas of study and career; shows students different academic paths to reach their career goals•Career Services – staff shared between specific faculties and Career Services•Career Fairs by faculty and/or theme
How NSSE Can Help With Strategic Enrolment Management
How NSSE Can Help With Strategic Enrolment Management
Enrolment Management
How to use NSSE (and other) data to support retention
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsCommunity Service learning, Volunteering
25.8
%8.
6%47
.3%
18.3
%
5.7%
17.1
%18
.1%
59.0
%
8.6%
2.9%
42.9
%45
.7%
2.7%
13.5
%
5.4%
78.4
%
19.0
%
4.0%
56.3
%20
.6%
8.9%
23.7
%17
.9%
49.5
%
6.5%
3.2%90
.3%
19.6
%8.
7%45
.9%
25.8
%
9.4%
24.0
%15
.2%
51.4
%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CC1st
CCSr
MD1st
MDSr
SS1st
SSSr
SWSr
UofC1st
UofCSr
Community service or volunteer work
Done
Plan to do
Do not plan to do
Have not decided
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsRESULTS: show that U of C needs to offer more volunteering and service learning opportunities
ISSUE: There is a disproportionate number of students who want to have a community service experience versus those who actually complete the experience
ACTION: Community Service Learning; Leadership•Established a new office to work with entire campus on increasing the visibility and experiences available for CSL•Created a Student Leadership program
How NSSE Can Help With Strategic Enrolment Management
How NSSE Can Help With Strategic Enrolment Management
Sense of Community
How strongly have you experienced a sense of community at this university?
0%
20%
40%
60%
80%
100%U
of
C1s
t
U o
f C
Sn
r
Cd
nP
eers
1st
Cd
nP
eers
Sn
r
Fre
qu
ency
Dis
trib
uti
on
s
Very Strongly
Strongly
Somewhat
Not at all
How NSSE Can Help With Strategic Enrolment Management
0
5
10
15
20
25
30
35
Per
cen
t
5 or
less
6-10
11-2
0
21-3
0
30+
Hrs/wk spent on campus outside of class
First year
Senior year
Sense of Community
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsRESULTS: from NSSE (and all other surveys) show that we have a weak sense of community
ISSUE:• Most of our students are commuter students and spend substantial amounts of time travelling to class• Our students work many hours off-campus• Many of our students spend very little time on campus outside of their classes
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsACTION:Orientation redesigned to:• Provide a better connection to campus and the people• Focus on providing opportunities to learn about involvement• Provide a more engaged atmosphere
Commuter Lounge (proposed)• Provide a space on campus where students can meet, work together on projects, and study
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CC 1st EN 1st FA 1st HA 1st HU 1st KN 1st MD 1st NU 1st SC 1st SS 1st UofC 1st
Overall, how would you evaluate the quality of academic advising you have received at your institution?
(First Year Students)
Excellent
Good
Fair
Poor
How NSSE Can Help With Strategic Enrolment Management
Course Availability, Academic Advising
Course availability, Academic Advising
0
2
4
6
8
10
12
U o
f C
1st
U o
f C
Sn
r
Cd
nP
eers
1st
Cd
nP
eers
Sn
r
Fre
qu
ency
Dis
trib
uti
on
Difficulties getting thecourses you need
Lack of good academicadvising
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsRESULTS show that our students are concerned about the lack of courses & quality of advising available to them
ISSUE: U of C students expect to get the courses they need to graduate
ACTION:•We have introduced the 4-year Graduation Guarantee: piloted for 4 large faculties this year (1/2 our students); • Considerable interest from other faculties• Enhanced advising – also initiate campus advising network
How NSSE Can Help With Strategic Enrolment Management
How NSSE Can Help With Strategic Enrolment Management
Research Opportunities
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
RESULTS: Students are interested in research
ISSUE: First year students say they want a research experience but not enough graduating students say they’ve had the opportunity to have this experience
ACTION: Created Research In Action program showcasing undergraduate research. Is used as a retention and recruitment tool
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and ActionsRESULTS: We have seen a common thread throughout our surveys – that our communication efforts need to be increased and coordinated
ISSUE: We believe that our results show that our students are not well enough informed about: what is happening on campus, how they can get involved, and the importance of their own engagement
ACTION: •Student and Enrolment Services has introduced a sharper Communications focus•Improved messaging received at Orientation & in Viewbook
How NSSE Can Help With Strategic Enrolment Management
How NSSE Can Help With Strategic Enrolment Management
NSSE Data: Results, Issues and Actions
RESULTS: We have seen a common thread regarding the need to tone down our bureaucracy and reduce the paperwork
ISSUE: Standardizing rules and regulations, encouragement of students monitoring their progress to graduation
ACTION: Project to examine the 4 Arts faculties’ structure (initiative of the President & Provost) Encouraging faculties to redesign their programs, in order to ease the bureaucracy, streamline programs and rationalize degree requirements
How NSSE Can Help With Strategic Enrolment Management
Conclusions and Observations
• NSSE findings can be linked with other large and local surveys
• Strong relationship between what your current students are telling you with what you need to know about your prospective students
• Strong data can assist with enrolment management in both recruitment and retention activities
How NSSE Can Help With Strategic Enrolment Management
Conclusions and Observations
• Use positive feedback from students to reinforce positive aspects of campus during recruitment
• Use what students say need attention to work internally on aspects of engagement that influence retention and persistence
How NSSE Can Help With Strategic Enrolment Management
Questions?
• Ann Tierney <[email protected]>
• David Johnston <[email protected]>