Tag: planning

  • The Hidden Crisis in College Planning

    The Hidden Crisis in College Planning

    Millions of students and families are caught in a middle-class crunch for affording college.

    Approximately 7-8 million families with school-age children are in the middle-income bracket ($60,000-$200,000). That’s not just a statistic—it’s a massive segment of your potential student population caught in a precarious position.

    According to recent Census data, these families make up about 40% of all U.S. households, with 39% of family households including children under 18. They’re too “wealthy” for significant financial aid but not wealthy enough to write a check without breaking a sweat. Understanding this demographic isn’t just important—it’s crucial for the future of higher education.

    Data from the 2024 Prospective Family Engagement Report from RNL and CampusESP reveals critical insights about this demographic that could reshape how we approach recruitment, financial aid packaging, and communication strategies.

    The data that should change your strategy

    Let’s start with the numbers that matter. Among middle-income families:

    • 71% report loan concerns actively impacting college selection.
    • 69% eliminate institutions based on sticker price before engaging.
    • 60% find financing “difficult” or “very difficult.”
    • 87% rank financial aid among their top five decision factors.

    For enrollment managers, these statistics represent more than just data points—they signal significant leakage in our recruitment funnels before we even have a chance to present our value proposition.

    Decision drivers: Reframing our approach

    The research reveals three primary decision factors for middle-income families:

    • Final cost after aid (71%)
    • Academic program availability (66%)
    • Academic scholarships (51%)

    For those of us in enrollment management, this hierarchy suggests we must lead with net price messaging earlier in the funnel rather than waiting for admitted student communications.

    Communication channels: What’s actually working

    Here’s where we need to check our assumptions. While many institutions are investing heavily in custom apps and elaborate communication plans, the data shows:

    • 88% prefer email communication.
    • 31% would use a parent/family portal.
    • 30% are open to text messages.
    • Only 7% would use institution-specific apps.

    Translation? We might be overcomplicating our outreach strategies and underutilizing our most effective channel.

    Campus visit insights for admissions teams

    Despite our digital transformation efforts, traditional visit experiences still dominate:

    • 68% participate in guided group tours.
    • 40% opt for guided individual tours.
    • 46% conduct self-guided tours.
    • 37% engage with virtual tours.

    This suggests we must reimagine our visit programs to integrate financial conversations earlier in the campus experience, not just at admitted student events.

    2024 Prospective Family Engagement Report

    2024 Prospective Family Engagement Report2024 Prospective Family Engagement ReportThe 2024 Prospective Family Engagement Report dives into the experiences, expectations, and challenges of families during the college planning process. RNL, CampusESP, and Ardeo surveyed more than 11,000 families of prospective college students about:

    • College planning: How many families consider out-of-state institutions? What are their college planning experiences? Do they value and participate in campus visits?
    • Communicating with institutions: Which channels to families prefer? How often do they want to hear from you? Which college planning topics do they value the most?
    • College financing plans: How many families expect paying for college to be difficult? How many plan to borrow? Do they think college is a worthwhile investment?

    Read Now

    Five strategic imperatives for enrollment leaders

    1. Revolutionize financial transparency

    • Move EFC conversations earlier in the recruitment cycle.
    • Implement targeted financial planning workshops.

    2. Optimize communication flow

    • Leverage the strong preference for email with segmented campaigns.
    • Develop parent portals that prioritize financial planning tools.
    • Create clear timelines for aid and scholarship processes.
    • Integrate financial counseling throughout the admission funnel.

    3. Transform campus visits

    • Embed financial aid counselors in regular tour programs.
    • Design value proposition messaging for tour guides.
    • Create flexible scheduling for working parents.
    • Include aid discussions in standard visit protocols.

    4. Strengthen value messaging

    • Focus on ROI metrics that resonate with middle-income families.
    • Showcase relevant alumni success stories.
    • Highlight internship-to-career pathways.
    • Emphasize four-year graduation rates’ impact on total cost.

    5. Reimagine merit strategy

    • Expand mid-range merit band opportunities.
    • Develop clear scholarship retention criteria.
    • Create post-enrollment scholarship opportunities.
    • Consider guaranteed merit aid programs.

    The AI opportunity: Next-generation enrollment tools

    1. AI financial planning assistant

    Implement systems that:

    • Generate dynamic cost projections.
    • Automate scholarship matching.
    • Model various enrollment scenarios.
    • Provide proactive deadline management.
    • Adapt to changing family circumstances.

    2. Smart visit management

    Deploy tools that:

    • Create personalized visit experiences.
    • Coordinate key stakeholder meetings.
    • Offer virtual preview capabilities.
    • Optimize multi-college visit planning.
    • Align visits with aid events.

    3. Financial aid navigation system

    Develop platforms that:

    • Provide 24/7 form completion support.
    • Flag application enhancement opportunities.
    • Compare aid packages systematically.
    • Project career-based loan scenarios.
    • Identify special circumstances early.

    Moving forward: Implementation priorities

    The data presents clear imperatives for enrollment management teams:

    1. Restructure communication flows: Lead with affordability messaging earlier in the funnel.
    2. Integrate technology thoughtfully: Focus on high-impact tools that address specific pain points.
    3. Realign resources: Ensure financial aid counseling is embedded throughout the recruitment process.

    Success in serving middle-income families isn’t just about having the right aid packages—it’s about creating transparent pathways to enrollment that address financial concerns proactively rather than reactively.

    For enrollment managers, this means rethinking how we allocate resources, structure our communication flows, and leverage technology to support our goals. The institutions that will thrive in this environment won’t necessarily be those with the largest aid budgets but those that best understand and address the unique needs of middle-income families throughout the enrollment journey.

    Creating clear pathways for middle-income families

    Let’s put this in perspective: with 7-8 million families with school-age children in the middle-income bracket and 77% believing college is worth the investment, we’re looking at millions of families who need our help to make higher education work for them. The old system of navigating college planning isn’t cutting it anymore.

    The good news? Colleges are starting to get it. The best institutions create clear pathways for these middle-income families, combining high-tech tools with high-touch personal support. Considering that these families represent about 40% of all U.S. households, it becomes clear that serving this demographic isn’t just an option—it’s an imperative for institutional sustainability.

    What your institution can do right now

    1. Develop targeted financial planning tools for this specific demographic.
    2. Create communication strategies that address middle-income concerns directly.
    3. Redesign campus visits to include meaningful financial conversations.
    4. Invest in AI tools that can help these families navigate the complexity.

    Remember: These families aren’t just looking for a college—they’re looking for a partner in making college affordable. The right approach isn’t necessarily about having the lowest sticker price or the biggest name. It’s about understanding and actively helping this crucial demographic bridge the gap between sticker price and reality. The college planning maze might be complex, but with these insights and tools, your institution can lead in serving this vital segment of American families. The future of higher education may well depend on how effectively we serve these 7-8 million families caught in the middle.

    Engage families throughout the college planning process

    Parents and family members can be your biggest enrollment champions. They are the number-one influencers for prospective students. That’s why RNL Student Search to Enrollment makes parent engagement a major part of search campaigns.

    Ask for a for a free walkthrough and see how you can engage students and parents at every stage of the enrollment journey.

    Request walkthrough

    Source link

  • Why Personalization in College Planning Matters More Than Ever

    Why Personalization in College Planning Matters More Than Ever

    College planning has become far more complex than filling out forms and writing essays. RNL’s research reveals a striking truth: Today’s students are overwhelmed, skeptical, and craving personalized guidance more than ever before.

    The modern student’s dilemma

    Picture this: Seven out of ten high school students find navigating the college application process challenging. They’re not just intimidated by the paperwork—they’re questioning the entire value proposition of higher education. Half believe they can build a successful career without a college degree, while 60 percent wrestle with whether college is worth their time and money.

    These aren’t just statistics. They represent real students sitting at kitchen tables across the country, staring at their laptops, trying to make one of the most significant decisions of their lives.

    The financial reality check

    Money talks, and it’s speaking louder than ever in college planning. The numbers tell a sobering story: over 90 percent of high school juniors and seniors find financing their education somewhere between “somewhat difficult” and “very difficult.” Even more telling, 60 percent of juniors and 65 percent of seniors will immediately cross a college off their list based on the sticker price alone.

    But here’s where it gets interesting: Financial aid and scholarships have become the primary hook for attracting students, with 81 percent of juniors and 78 percent of seniors ranking them as crucial factors in college choice. This isn’t just about affordability—it’s about perceived value and accessibility.

    The shifting sands of student priority

    What catches a student’s attention these days? The research shows a clear hierarchy:

    • Financial aid and scholarships (63%)
    • Athletic programs (47%) if they are interested in playing sports at the college level
    • Academic programs (43%)
    • Career placement (38%)

    But getting students interested is only half the battle. Our study reveals a fascinating pattern of why initial interest fades. Cost remains the primary deal-breaker, with 57 percent of students citing it as why they lose interest in a school. However, other factors like program availability (37%) and admission concerns (24%) play significant roles, too.

    The power of late-stage decisions

    The most surprising finding is this: 66 percent of students discover and become interested in new colleges during their senior year, and 89 percent apply to these late-discovered schools. This challenges the conventional wisdom about early outreach being the only path to enrollment success.

    The personalization imperative

    Today’s students aren’t just looking for information—they’re looking for recognition. They expect colleges to:

    • Provide program-specific details tailored to their interests
    • Deliver accurate, personalized responses to their questions
    • Acknowledge their unique situations and backgrounds
    • Communicate in culturally relevant ways
    • Use their names (yes, it matters)
    • Recognize and respect their diverse identities

    Making it personal: The path forward

    For colleges and universities, the message is clear: Generic, one-size-fits-all recruitment approaches no longer cut it. The future lies in personalized admissions counseling, tailored communication campaigns, and customized campus experiences. But most importantly, institutions need to address students’ financial concerns head-on with transparent, customized information about costs, aid, and scholarships.

    The bottom line

    The college planning landscape has evolved beyond recognition. Today’s students are savvier, more skeptical, and more demanding than ever. They’re not just looking for a college—they’re looking for one that understands them, values them, and can demonstrate why their investment will pay off.

    The opportunity is enormous for institutions willing to embrace this new reality and invest in personalization. After all, in a world where 72 percent of students find applying to college difficult, being the institution that makes it easier, more precise, and more personal isn’t just good service—it’s a competitive advantage.

    The future of college recruitment isn’t about reaching more students; it’s about reaching each student in the way that matters most to them.

    Learn more about what research says about personalization

    The Importance of Personalization in College Planning: From Interest to Application

    Join me and presenters from our partners Halda for our webinar, The Importance of Personalization in College Planning: From Interest to Application. We will cover trends that may surprise you, insights that can help you increase engagement with students, and actionable strategies you can use.

    Register now to hear more about what the latest research tells us about personalization with students.

    Source link

  • Career planning advice for grad students/mentors (opinion)

    Career planning advice for grad students/mentors (opinion)

    lvcandy/DigitalVision Vectors/Getty Images

    As a trained scientist, I had a fantastic research mentor. We talked about my research project, which experiments to prioritize and what the data meant, and we even sometimes discussed personal things like family and ties to home. When I joined his lab, I was open with my mentor about my interest in a teaching career and my desire to run a small research program working primarily with undergraduates. However, my career aspirations evolved over the course of my graduate training, and I found myself hesitant to share my new career goals. Though I recognized that my interactions with my mentor were quite positive and supportive, I still feared that sharing my non–academic scientist aspirations would somehow disappoint him, or worse, that I wouldn’t get the fullest support for my research training.

    Now, as a career development professional who advises biomedical Ph.D. students, I see this same pattern often. Students express feeling comfortable discussing their research and academic endeavors with their research mentors but hesitate when it comes to discussing career plans outside academic research. They fear not receiving the same level of support and training, letting their mentor down, or being seen as less committed to their research and academic pursuits.

    While I find these feelings familiar, I now encourage students to push past these fears. Students can receive valuable guidance and access to further opportunities when they engage in career conversations with their mentors. I also advocate for research mentors to be intentional about incorporating career planning into their training and mentoring conversations. What follows is advice for both students and research mentors for having more productive and positive career conversations.

    For Students

    Having career conversations is a professional skill you can learn.

    The first thing you need to know is you are not alone. Feeling apprehensive about talking to your mentor about your career is completely normal, especially if you have not engaged in these conversations before or if you are expressing a desire to explore careers outside academia. Even if your mentor hasn’t followed the career path you’re considering, they can still offer guidance, opportunities to help you develop transferable skills and connections within their network who may offer inroads into other career sectors.

    Start career conversations early. Waiting until you’re rushing to graduate or scrambling for the next step often results in missed opportunities to prepare effectively. Starting these conversations early gives you time to explore different options, take advantage of targeted learning opportunities and make more informed decisions. For example, you could start the conversation with your mentor by saying, “I’ve been learning about careers in science policy and how Ph.D.s can impact policy and regulatory rules in government roles. I’d love to hear your thoughts on this type of career and any advice you might have for exploring it further.” This approach invites your mentor to join the conversation as a collaborator and can set the stage for regular career conversations.

    Engage in reverse mentorship. Instead of assuming your mentor cannot help with careers outside academia, consider this an opportunity to take a proactive approach in researching career options and sharing what you learn with your mentor. This can help educate your mentor and also serve as a springboard to discuss transferable skills and potential opportunities. For example, you might say, “I’ve been learning about career opportunities for Ph.D.s in biotech project management roles. These positions value skills like leadership, data interpretation and cross-functional communication. Could we talk about how I might develop these skills further in my current work?” This approach positions you as an active learner and invites your mentor to help you acquire the skills you need. As your mentor learns about the transferable skills most relevant to your career preparation, it may also lead to opportunities where you and your mentor can align your research endeavors with skills needed for your future.

    Use an individual development plan to guide regular conversations. Having one career conversation is a great start, but ideally you would have these conversations on a more regular basis. An IDP is a great tool for structuring regular career discussions with your mentor and is often used on an annual or semiannual basis. The IDP can guide you to reflect on your career interests, identify skills you want to develop and set clear, actionable goals. You can then share and discuss your IDP with your mentor during regular check-ins to seek their advice on your goals and progress. This provides a collaborative approach to your career planning, keeps your discussions focused and over all helps you both be more transparent with your planning. Many Ph.D. programs provide their own customized IDPs that incorporate research and career planning. Another widely used resource is the myIDP tool from Science Careers, which provides a step-by-step framework for self-assessment, career exploration and goal-setting.

    For Research Mentors

    You can support career discussions, even outside your area of expertise.

    For research mentors, it’s understandable that these conversations can feel daunting when you don’t have experience in the career fields your students are interested in. However, mentors don’t need to be experts in every career to provide students with meaningful support, valuable connections and opportunities for skill enhancement.

    Normalize career discussions. Encourage your student to talk about their career aspirations early in the mentoring relationship and be supportive of careers outside of academia. This signals to your student that their career is just as important as their research, and you’re invested in helping them succeed whether they choose an academic career or not. You can start by simply saying, “I know your interests may change throughout your studies, but what are some career options you are currently considering after graduate school?” Asking your student what they are considering is a much less intimidating question than “What do you want to do or be?” It also invites your student to be more open with what they are thinking and creates space for their choices to evolve as they gain further experiences.

    Ask questions and offer connections. Even if you don’t know much about, say, a career in science communication or technology commercialization, you can still ask reflective questions to help your student clarify their goals. Asking, “What excites you about this path?” or “What skills do you think are important in that field?” shows interest and invites further conversation. If possible, you can then connect them with lab alumni or professionals in your network who may have more expertise in that specific career field. Your institution may also have a career development office that you can refer your student to for further career-readiness support. If you truly don’t know about the career, sharing a willingness to learn can set the stage for productive conversations in the future.

    Recognize the value of transferable skills. Your student is learning a wealth of skills in their academic and research experiences. As their mentor, you can assist your student in understanding how the research skills they’re developing—such as critical thinking, data analysis, grant writing and project management—can apply broadly across many careers. Additionally, as your student identifies skills they will need in the specific career they are targeting, you may be able to help them gain experiences honing those skills. The student interested in scientific writing may become your go-to person for editing, and together you can plan to have the student lead efforts on a comprehensive review and assist more with grant writing. Or you may ask the student aspiring to move into data science to take on a project analyzing large data sets and give them more opportunities to practice their programming skills. When you align transferable skill development with research endeavors, you’re actively supporting your student’s career goals in a way that is productive for both of you.

    Acknowledge that career choices are based on personal and professional goals. Your student’s career decisions are based on both their personal priorities as well as their professional ambitions. Family planning, financial stability, caregiving responsibilities, health needs, visa restrictions or a need for geographic flexibility are just a few of the many factors that influence career decision-making. If you treat these considerations as unimportant or secondary to research, you will not adequately help your student navigate key factors in their long-term career decision-making. However, encouraging your student to integrate both personal and professional priorities into their career planning demonstrates an investment in them as a whole person and supports them in making thoughtful and sustainable career choices aligned with their personal needs.

    Coda

    I still remember my own mentor’s reaction when I finally shared my career goals. He admitted that he didn’t know much about the career I wanted to pursue—academic administration—but he then reassured me of his support. It turned out that I didn’t need to be nervous about this conversation. He was happy to provide supportive recommendation letters, help me make connections, serve as a positive job reference and offer general job-seeking advice. I graduated shortly thereafter, and his support played a critical role in landing positions early in my career. My only regret when I think back to my time as a graduate student is knowing that I could have begun to have these career conversations sooner.

    Raquel Y. Salinas is the director of student affairs and career development at the University of Texas MD Anderson Cancer Center UTHealth Houston Graduate School of Biomedical Sciences. She is a member of the Graduate Career Consortium, an organization providing an international voice for graduate-level career and professional development leaders.

    Source link