A latest survey carried out by CampusESP and Ruffalo Noel Levitz has make clear what over 11,000 dad and mom of potential faculty college students are searching for from their chosen establishments. The excellent survey — the 2024 Potential Household Engagement Report — gives a wealth of knowledge and insights, however these are the highest six takeaways that might considerably affect your strategy to partaking with households on this recruitment season.
Dad and mom count on frequent communication
The survey reveals that 81% of households wish to hear from schools at the least weekly. Whereas it is a slight decline from 88% in 2023, it stays a major improve from the pre-pandemic stage of 64%.
This shift underscores a rising expectation for normal and tailor-made communication. Establishments must develop a strong household communication technique to fulfill these expectations and preserve households knowledgeable and engaged.
E mail stays the popular communication channel
For the fifth consecutive yr, e mail is the best choice for receiving updates, with 85% of potential households deciding on it. This desire highlights the significance of sustaining a daily e mail communication plan. For establishments simply beginning, specializing in well timed and related e mail updates is an easy method to join with households successfully.
Transparency about monetary issues is important
Monetary considerations are on the forefront of fogeys’ minds, particularly given the main FAFSA delays final yr, and persevering with properly into this educational cycle. Info on tuition, prices, monetary assist, and scholarships is deemed most crucial, with 87% of fogeys discovering financing training difficult.
83% place monetary assist and scholarships amongst their prime 5 concerns when deciding on a school, and 67% may dismiss a college based mostly on sticker value alone. Offering clear and constant monetary info is essential for serving to households navigate these complexities.
Past the fee — showcase institutional worth
Whereas price is a major concern, dad and mom are additionally fascinated by understanding the worth of their funding. 62-65% of households shared that the highest three areas the place households search extra info are job placement charges, profession companies, and alumni networking.
Establishments ought to emphasize how their packages result in profitable outcomes for his or her college students and supply clear proof of the long-term advantages and stability that include their levels, and the way it can differ from different colleges of comparable caliber.
Textual content messaging is on the rise
Textual content messaging has emerged as a most well-liked communication channel, with 33% of households requesting it, up from 27% final yr. This format is especially efficient for sending reminders and pressing info.
Regardless of its rising reputation, solely 24% of establishments presently make the most of texting, a niche that represents a major alternative for engagement. Textual content messaging is very favored by first-generation college students, Hispanic, Black, and lower-income households, making it an important device for inclusive communication.
Extra importantly the high quality of communication issues
The standard of communication with potential households performs a vital function of their faculty choice course of. Dad and mom rank the effectiveness of institutional communication because the third most necessary issue, simply after campus visits and digital content material associated to potential majors. A formidable 94% of fogeys think about high-quality communication important of their decision-making course of, expressing the necessity for colleges to prioritize clear and efficient messaging.
The 2024 Potential Household Engagement Report gives worthwhile insights into how schools can improve their engagement with potential college students’ households. By addressing the rising demand for frequent and high quality communication, leveraging most well-liked channels like e mail and texting, and offering clear monetary and value-related info, establishments can higher align with household expectations and enhance their recruitment efforts.
