higher education

THEINFLUENCEOFPARENTS,RADICALHOSPITALITY,ANDTHEADMISSIONSPROCESS

January29,2017

higher education

THECRITICALROLEOFPARENTSINTHECOLLEGESELECTIONPROCESSANDTHEIREXPECTATIONSOFCATHOLICHIGHEREDUCATION

AlternateTitle

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Overview

• Surveycontext• Results• Howcollegesareusingtheresults• Q&A

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Presenters

GonzagaUniversityDr.ThayneMcCulloh

ErinHays

WhiteboardHigherEducationDr.SarahParrottBrennanMcDevitt

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NationalCatholicCollegeAdmissionAssociation

• “TopromotethevalueofCatholichighereducationandtoservestudentsinthetransitiontocollege”

• 133memberinstitutions• Membershipbenefits

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PurposeoftheProject• CollectdatafromparentsofstudentsadmittedtoCatholicCollegesandUniversitiesinSpring2016.

• Findouthowinvolvedparentsareinthecollegerecruitmentprocess.

• Hearfromparentsaboutwhatinstitutionalqualitiesaremostimportanttothem.

• ProvideinformationtotheNationalCCAAmemberinstitutionsabouthowtobetterrecruitparentsalongsidestudents.

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THENATIONALPARENTSURVEY

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InstitutionalParticipation

• AllNationalCCAAmemberinstitutionsinvitedtoparticipate.• Nocosttotheinstitutions.• Real-timeresultsavailabletoparticipantsasresponseswerecollected

• Presentationsofinstitution-specificresultsofferedatnocost.• February2017webinartodiscussapplicationofresultsincollegeadmissionoffices.

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SurveyAdministration

• Wereceived305,615parentemailsfrom51collegesanduniversities.

• Over210,000uniqueparentswereofferedtheonlinesurvey.• Oneinvitationandthreeremindersweresent.• 20,569 parentsstartedthesurveyand17,849 completedit.

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51ParticipatingInstitutionsAssumptionCollegeBellarmineUniversityBostonCollegeCabriniCollegeCaldwellUniversityCollegeofSaintScholasticaCreightonUniversityElmsCollegeEmmanuelCollegeFairfieldUniversityFordhamUniversityGonzagaUniversityHolyCrossCollegeIonaCollegeJohnCarrollUniversityLourdesUniversityLoyolaMarymountUniversity

LoyolaUniversityChicagoLoyolaUniversityMarylandMarianUniversityMarquetteUniversityMarymountCaliforniaUniversityMerrimackCollegeMountAloysiusCollegeMountMaryUniversityMountSaintMary'sUniversityNewmanUniversityNiagaraUniversityProvidenceCollegeRegisUniversitySaintFrancisUniversitySaintJoseph'sCollegeSaintLouisUniversitySaintPeter'sUniversity

SalveReginaUniversitySantaClaraUniversitySienaCollegeSt.Edward'sUniversitySt.JohnFisherCollegeSt.Mary'sUniversitySt.Mary'sUniversityofMinnesotaTheCatholicUniversityofAmericaTheCollegeofSaintRoseUniversityoftheIncarnateWordUniversityofMaryUniversityofNotreDameUniversityofPortlandUniversityofSanDiegoUniversityofScrantonUniversityofSt.ThomasXavierUniversity

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ParentSurveyAdvisoryGroup

ConnieBennett MarquetteUniversityStacyLedermann St.JohnFisherKristenEnglish NewmanUniversityKelliArmstrong BostonCollegeSarahRichardson CreightonUniversityChristinaBerardi SalveReginaUniversityJennielleStrother UniversityoftheIncarnateWord

BobLay BostonCollegeBethMyer BostonCollege

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8.4%ResponseRate!

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SURVEYRESPONDERS

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TwoofThreeRespondersWereMothers

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43%ofParentsUsedMobileDevices

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SocioeconomicStatusUsingWhiteboard’sNationalConsumerFile,additionalinformationwasappendedtoeachrecord.– Householdincome– Estimatednetworth– Householdeducationlevel– Estimatedhomevalue– Purchasingpower/credit

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Respondentshaverelativelyhighincomes

1% 1%

3% 3%

5%

12% 12%

8%

14%

9% 9%

14%

11%

0% 0% 2% 2%

4%

10% 11%

7%

15%

9% 10%

16%

12%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

Lessthan$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-$199,999

$200,000-$249,999

$250,000ormore

TotalPopulation Responders

Medianincome

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Oneinfourhouseholdshasanetworthover$1M

5% 2% 2% 2%

3%

7%

17% 19% 18%

25%

3% 1% 1% 1% 2%

6%

15%

20% 21%

31%

0%

5%

10%

15%

20%

25%

30%

35%

Lessthan$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

$1,000,000orMore

TotalPopulation Responders

Mediannetworth

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Parentshavehighlevelsofeducation

Q5:WhatisthehighestlevelofformaleducationobtainedbyXX’sparents/guardians?

2% 0% 0% 4%

2%

9%

38%

6%

39%

4% 0% 1%

7% 3%

10%

37%

4%

34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Unknown/didnotrespond

Juniorhigh/middleschoolorless

Somehighschool Highschoolgraduate

Postsecondaryschoolotherthan

college

Somecollege Collegedegree Somegraduateschool

Graduateschooldegree

Parent1EducationLevel Parent2EducationLevel

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PurchasingPower(CreditScoreRanges)

A.HIGH 780-850A1A2

B.ABOVEAVERAGE 660-780B1B2

C.AVERAGE 600-660C1C2

D.BELOWAVERAGE 500-600D1D2D3

E.LOW <500E1E2E3

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AdmittedfamilieshavestrongcreditLoanqualificationislikelynotanissueforfamiliesthatneedtoborrow

1% 1% 2% 2% 2% 5% 5% 7% 8%

11% 15%

41%

1% 0% 1% 1% 1% 3% 4% 6% 8% 11%

16%

48%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

E3 E2 E1 D3 D2 D1 C2 C1 B2 B1 A2 A1

TotalPopulation Responders

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Surveyrespondentsbystate

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AthirdofstudentsattendCatholichighschools

Q3:FromwhattypeofhighschoolwillXXgraduate?

53%

7%

34%

3% 0.5% 2% 0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Public NonsectarianPrivate Catholic OtherReligious HomeSchool Other

Percen

t

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OverhalfofparentsattendedaCatholicschool orcollegeatsomepointintheirlife

Q4:DideitherofXX’sparentsattendaCatholic:

53%

42%

28%

14%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

PrimarySchool HighSchool College-Undergraduate College-Graduate

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SURVEYRESULTS

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Parentsarehighlyinvolvedintherecruitmentoftheirchild

Q6-8:Howoftenwere/areyouinvolvedinXX’scollegeapplicationanddecisionprocess?

1.92

2.32

2.54

2.65

2.96

3.42

3.44

3.51

3.56

3.66

3.66

3.70

3.89

4.12

4.18

4.49

1.0 2.0 3.0 4.0 5.0

Completingcollegeapplicationsforyourchild

Deleting/sortingyourchild'scollegeemails

Communicatingwithadmissionsrepresentativesbyemail/phone

Helpingyourchildchooseamajor

Sortingyourchild'scollegemail

Creatingyourchild'sapplicationshortlist

Reviewingyourchild'scollegeemails

Offeringrecommendationsaboutwhereyourchildshouldattendcollege

Reading/reviewingyourchild'scollegemail

Usingparentemailforcollegeemailsandcommunications

Remindingyourchildaboutcollegedeadlines

Choosingcollegestovisit

CompletingtheFAFSAforyourchild

Researchingcollegesforyourchild

Reviewingfinancialaidpackages

Accompanyingyourchildoncollegevisits/tours

Never Rarely Sometimes Often Always

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Studentsappliedtoover8institutions(Catholicandnon-Catholic)

2% 2%

4%

8%

10% 11% 11% 11%

9% 9%

6% 5%

3% 2%

2%

5%

0%

2%

4%

6%

8%

10%

12%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Over15Totalnumberofcollegeapplications

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StudentsappliedtojustunderthreeCatholicinstitutions

29.9% 26.8%

19.0%

11.1%

6.5% 3.2%

1.4% 1.0% 0.3% 0.3% 0.1% 0.1% 0.1% 0.0% 0.0% 0.1% 0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Over15TotalnumberofapplicationstoCatholicinstitutions

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Studentswereacceptedto6+institutions

Q12:HowmanycollegeacceptancesdidXXreceive?

2%

5%

10%

14%

16%

14%

12%

9%

6% 5%

2% 2% 1% 1%

2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+

NumberofAcceptances

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Studentsreceivedoverfourmeritawardoffers

Q13:Howmanyscholarshipormerit-basedfinancialaidawardoffersdidXXreceive?

5%

9%

15% 16%

15%

13%

9%

6% 4%

3% 2% 1% 1% 0% 0% 0%

1%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 15+

Numberofmeritscholarshipsreceived

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ParentssaytheirstudentshavehighinterestinattendingCatholicinstitutions

Q16:WhattypeofinstitutionisXXmostinterestedinattendingatthistime?

24%

0.4%

15%

52%

4% 5%

0%

10%

20%

30%

40%

50%

60%

Public4-year Public2-year Nonsectarianprivate4-year

Catholicprivate4-year

Otherreligiousprivate4-year

Anothertypeofinstitution

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Strongfinancialaid,qualityeducationandoutcomemeasurescorrelatestronglywith“goodvalueforthemoney”

0.000 0.100 0.200 0.300 0.400 0.500 0.600

ReligiousactivitiesoncampusQualityofresidencehalls

CampusappearanceSmallclasssize

QualityofdiningfacilitiesCollegematerialsaddressedtome/theparent

CampussafetyQualityofcollegemailTightknitcommunity

Communityserviceprograms/opportunitiesValuesbasededucation

CulturalactivitiesoncampusValuablealumniconnectionsQualityofpeergroup/friendsQualityofacademicfacilities

CollegewantedmychildtoenrollFriendlinessofcampusstaffandfacultyGraduatesgotogoodgraduateschools

MychildwillgraduateontimeInternshipopportunitiesGraduatesgetgoodjobs

AcademicreputationTotalamountofscholarshipsandgrants

HighqualityeducationOverallfinancialaidpackage

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Timetodegreeandalumniconnectionsalsoresonatewithparents.Thesearestrongvaluedrivers.

Q18:PleasegiveyouropinionaboutthedifferencesbetweenCatholicversusnon-Catholicintuitionsrelatedto“Outcomes.”1-NonCatholicCollegesBetter,3-AbouttheSame,5-CatholicCollegesBetter

Non-Catholiccollegesbetter

Catholiccollegesbetter

Aboutthesame

3.33

3.35

3.38

3.52

3.53

1 2 3 4 5

Internshipopportunities

Graduatesgotogoodgraduateschools

Graduatesgetgoodjobs

Valuablealumniconnections

Mychildwillgraduateontime

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WhatistheimpactofSocioeconomicStatus?

Thehigherthelevelofpurchasingpower/credit,themoreinvolvedparentsareinthecollegedecisionmakingprocess.

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Themoreaffluentthefamily,themoreinvolvedparentsareindecidingwhichschoolstheirchildwillvisit

3.563.49

3.67 3.66 3.69 3.75

3.00

3.20

3.40

3.60

3.80

4.00

4.20

4.40

4.60

4.80

5.00

Unknown E D C B A

1=Never5=Always

ExcellentCreditPoorCredit

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Generally,moreaffluentparentsaremorelikelyto attendcollegetourswithstudents

4.124.30 4.33

4.454.53 4.58

3.00

3.20

3.40

3.60

3.80

4.00

4.20

4.40

4.60

4.80

5.00

Unknown E D C B A

1=Never5=Always

ExcellentCreditPoorCredit

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RECOMMENDATIONS

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1.Collectparentnamesandemailsasearlyaspossible

• Wellbeforetheapplication.

• Reachouttoprospectivestudentsandaskthemtosharetheirparents’information.Yourbestprospectswillrespond!

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2.Communicatewithparentsmuchearlierintherecruitmentcycle

• Parentswanttohearfromyourinstitutionintheirchild’s junioryearofhighschool,orearlier.

• Youarerecruitingparents,too!• Parentsdecideontheapplicationshortlist.• Parentsdecidewhichcollegestovisit.

“Idon'trecallreceivingbutoneortwoemailsfromtheuniversity.Mostweredirectedtothestudent.Moreparentrelatedinformationearlierintheprocesswouldbenice.”--Mother

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2b.Whenyoucommunicatewiththestudent,yourmessagewilllikelybereadbyaparent.

“Mydaughterusedmye-mailforallcorrespondence.Ireviewedeverything- shetoldmewhereshewantedtoapply,wediscusseditandmadetheshortlisttogether.Ireadalle-mailsthatcametomye-mailaccountandsharedthemwithher.Iindependentlye-mailedcollegeadmissionsrepresentativeswhenIhadquestions.”--Mother

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3.Makecriticalinformationeasytofind.

• Provideanswerstoparents’topquestions inoneplaceonyourwebsite.–Majors– Deadlines– Cost– Scholarships– Visitinformation– Contactinformation

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“Collegewebsitesareoverloadedwithinformationanditcanbeconfusingandhardtonavigate.”--Mother

“Ifoundsomeoftheapplicationandfinancialaidprocessestobedaunting.Clearandconciseinstructionsconcerningprocesseswouldhelp.”--Mother

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4.Winthevisit.

• Visitsareasmuchforparentsasforstudents.• HigherSESparentsmorelikelytovisityourcampus.• Personallyinviteparentstovisit(notjustthestudent).• Makethevisitmorethanjustarealestatetour.“Weasafamilystruggledwiththeoptionofearlydecisionorregulardecision.Weweighedoptionsregardingprograms,internships,studyabroadopportunitiesandoverallfeelofthecampuswhenvisiting.”--Mother

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5.Financialaidisafamilyprocess.• Startfinancialconversationswithparentsearlier.WiththearrivalofPPYFAFSA,thisiseasierthanever.

• GiventhehighSESofmanyprospectivefamilies,communicatingvalue upfrontiscriticallyimportant.– Isyourinstitutioncommunicatingvalueintermsthataremeaningfultoparents?

– Theyhaveabilitytopay.It’suptoyoutomakethemwilling topay.

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6.Value=Cost+Outcomes

• Despiteapopulationwithstrongabilitytopay,scholarshipsandfinancialaidcontinuetobekeyvaluedrivers.

• Outcomes:Jobs,internshipsandontimegraduationareallimportanttofamilieswhentheyconsidertheircollegeoptions.

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EXAMPLES

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ApplicationofResultsatGonzagaUniversity

• CommunicationofValueandOutcomes• Invitationstoparentstovisitcampus– Radicalhospitality

• Communicationplanforparentsofacceptedstudents• Websitepageforparents

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PresidentialReflections

• Dr.ThayneMcCulloh,GonzagaUniversity

– Notedtrends– University-wideinitiativestoaddressparentinvolvement

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DISCUSSION

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HowtoReceiveMoreInformation

• WebinartoNationalCCAAmemberschoolsFeb15.• Whiteboardon-campuspresentations.• Institutionaldatasharedwithparticipatingschools.• OveralldatasharedwithNationalCCAAmembership.Canbesharedwithnewmembers.

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Thankyou!BrennanMcDevitt

bmcdevitt@gowhiteboard.net

Dr.SarahParrottsparrott@gowhiteboard.net

WhiteboardHigherEducationPhiladelphia,PABoston,MA

484.533.3176