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More Than Relationship Building: Using Data for Multicultural Recruitment
Quinton McArthur
College Counselor
Menlo School, CA
#nacacGWI @NACACedu
Karime Naime
Associate Director of Admissions
George Washington University, DC
Context
I. History
II. April 4, 1968
III. Colleges start to recruit Black students in the fall of 1968
IV. Common Application founded 1975
V. World Wide Web (1990s)
Utilizing Student SearchA Refined Approach
SAT Scores 2015/16: Highest Scorers
HS Class of 2015 with SAT
Scores
With Math SAT > 750*
And Critical Reading SAT >
700*
And STEM Interest
All U.S. Citizens 1,665,072 16,469 7,857 5,763
African American
273,254 268 115 93
Hispanic/Latino 371,617 797 305 238
American Indian 14,829 48 20 18
SAT Scores 2015/16: High Scorers
HS Class of 2016 with SAT
Scores
With Math SAT > 700
And Critical Reading SAT >
650
And STEM Interest
All U.S. Citizens 1,665,072 60,918 32,375 15,621
African American
365,337 1522 852 463
Hispanic/Latino 571,784 3693 2023 1124
American Indian 38,614 355 226 121
Conclusions from Search Data
• The pool of high scoring SOCs is relatively small
– For STEM, it’s even smaller
• All colleges are recruiting these students
– The landscape is competitive for high scoring underrepresented
SOCs
• Recruitment should be targeted/individualized
– We should be aggressive in our approach
– Direct in communications
• Relationships still matter
– We have to build relationships if we want these students to
choose us amongst the many great higher education options
General Recruitment Priorities
• African American students
• Latino students (Mexican, Puerto Rican and Other Hispanic identities)
• Native American
• First generation college students
• Low-SES students
Multicultural Recruitment Philosophy
• Which activities have proven most successful in identifying, encouraging applications, admitting and enrolling
• Selective 3-day campus visit program for high achieving 12th graders from underrepresented backgrounds
• Students apply in July
• 2 Sessions (Sept. & Oct.)
• 50 Students per session
• Great campus involvement!
• Alumni Support our efforts
Weekend Immersion in Science & EngineeringWISE
WISE Results
2011 2012 2013 2014 2015 2016
Students 60 84 87 85 81 97
Applied 55 76 74 73 74 84
Admitted 36 41 35 41 44 53
Admit
Rate 65% 54% 47% 56% 59% 63%
Enrolled 19 28 29 33 32 32
Yield 53% 68% 83% 80% 73% 60%
Yield Program: The Ebony Affair
The Ebony Affair: Results
2014 2015 2016 2017
Attended 18 21 36 50
Enrolled 17 18 31 37
Yield 94% 86% 86% 74%
A work in progress…
Using WICHE to inform strategy
GW in 2015
• Becomes Test Optional
• Posse Atlanta
• District Scholars
• Growth Market
– Based on analysis of past trends and future forecasts in your
market
• Feeder Market
– A refined approach. In depth analysis of institutional historic
data to identify underutilized communities
Growth Market vs. Feeder Market Defined
The Big Picture
The Big Picture
• Outreach Expansion
• Market Penetration
• Consortium Travel
– In partnership with CBOs
• Grow fly-in program
• Commitment to our backyard
• Better financial packages for low SES
Recruitment Philosophy
The Data Don’t Lie
