How parents influence college planning during a pandemic
CampusESP recently partnered with Ruffalo Noel Levitz (RNL), Cappex and the National Association of Intercollegiate Athletics (NAIA) on a study called College Planning and the Perceptions of Parents After COVID-19. The research summarizes over 3,800 survey responses, most of which came from parents of prospective students using CampusESP.
Our main takeaway? 1/3 of families said COVID-19 has impacted their student’s decision to enroll in the fall. Read on for more insight into enrollment concerns, parents' role in enrollment, and better ways to connect with college-bound students and their families leading up to Decision Day.
1/3 of parents say COVID-19 has impacted their student’s enrollment decisions
A majority of respondents indicated that they have concerns about student safety, the cost of college, and the inability to visit campus before making a decision. How exactly will these concerns impact enrollment decisions?
55% of parents want their student to enroll at a college closer to home.
37% of parents want their child to live at home and commute to college.
25% of parents are encouraging their student to delay enrollment.
53% of families are concerned about their ability to pay
The cost of college is a family issue because student debt is a family matter. Over 75% of parents said they are borrowing money to cover the cost of their student’s tuition. 95% said that financial aid and scholarships will be an important factor in deciding where their student enrolls.
Families told us which topics they’d like to receive more information about. Here’s how you can support them:
Additional financial aid opportunities
Updates on tuition cost and fee adjustments
Deadline extensions
Virtual parent engagement can work.
Parents expect it.
Some institutions have transitioned to virtual admissions events, including virtual tours, Q&A sessions, meetings with admissions reps, and online parent orientation. Only 20% of families have been satisfied with the experience.
60% of families, however, have not participated in these recruitment activities. Why? If you look at the reasons sited, 47% said they were not invited as parents. This is missed opportunity to reach the biggest influencer on student enrollment decisions.
Most parents want to play a role in their student’s enrollment decisions. And this year, amid new financial and safety pressures, parents have no choice but to get involved. In fact, 80% of parents expect more communication from the institutions their child is considering– and 40% expect updates every week.
This year in particular, institutions have an opportunity to build trust with families, differentiate themselves, and yield a larger fall class by bringing enrollment conversations into the home.
To read the full study, click here.