Exploring the College Planning Needs and Perspectives of Families with Limited Incomes

There is a persistent interest in understanding the challenges faced by students hailing from low-income backgrounds when it comes to accessing, attending, completing, and succeeding in college, while also maintaining financial stability. Research, such as the World Economic Forum's 2018 report, has revealed that it may take several generations for individuals born into low-income families in the United States to reach the national average income level. Previous studies have supported the idea that a child's economic status is significantly influenced by that of their parents.

A report from the National Center for Educational Statistics in 2018 highlighted a consistent trend between 2000 and 2016: students from high-income families exhibited higher immediate college enrollment rates (83 percent in 2016) compared to students from middle-income (64 percent) and low-income families (67 percent). While the enrollment gap for low-income students had diminished during this period, it still remained 16 percent lower in 2016.

To enhance access and continue closing the attendance gap, it's crucial to assess whether the delivery of information is making a difference. RNL, in collaboration with Ardeo Education Solutions and CampusESP, decided to investigate this matter. We conducted a survey involving over 12,000 families for our upcoming 2023 Prospective Family Engagement Report, which was also the focus of a related webinar.

• How do families prefer to receive information from colleges and universities?
• Is there a correlation between income and a family's communication channel preferences? Our survey data indicates that families with incomes below $100,000 are more inclined to favor telephone calls and text messages.

The survey results demonstrate that regardless of income, ethnicity, or first-generation status, families share similar interests in college planning topics. However, disparities emerge when considering access to information on these topics:

• Families with incomes below $60,000 report a significantly higher rate of not having access to cost-related information, compared to those with incomes above $150,000 (48 percent vs. 18 percent).
• First-generation families report a 7 percent higher rate of not having access to cost information compared to families with a continuing-generation background.
• Families with students in the 10th and 11th grades are much more likely to report not having seen cost information than those with students in the 12th grade (53 percent vs. 28 percent).

Financial aid and scholarships rank among the top five factors of importance for 84 percent of all families. This significance is even more pronounced for families that are:

• Black or Hispanic
• Have a family income of less than $150,000
• First-generation families

How does income influence whether families engage in in-person and virtual campus tours? Is there a connection between income and families' participation in these activities?

Families who reported having visited at least one campus in person, sorted by family income. The disparity in income levels among those who visit in person is evident. The in-person tour gap can be explained, as individuals with higher incomes often have more financial resources and time available to visit campuses. However, the discrepancy in virtual visits based on income levels is a concern.

How can we assist families with limited incomes in accessing vital information?

Now that we've identified challenges related to information access, what steps can we take to address them, particularly for families with incomes below $100,000? Here are some suggestions:

• Given their preference for telephone and text messages, gather their contact information and reach out via calls or texts.
• Foster personal connections by seeking opportunities for one-on-one engagement and making it friendly and personal.
• Recognize that they may not have access to a desktop computer at home, so ensure that web links are mobile-friendly, particularly for activities that require sign-ups.
• Since they are less likely to have high-speed internet at home, develop mobile-friendly and responsive websites and webpages.
• As they are less inclined towards the parent portal and social media, engage them through email, texting, and multi-channel communications.
• Utilize short videos to explain the parent portal, access to virtual tours, sign-up procedures for campus visits, and other critical information you want parents to access.
• Encourage families to take virtual tours regularly and provide clear instructions on how to access them.
• Offer convenient ways for families to follow up with the institution after a virtual tour, such as through texting, emailing, or providing contact information for a dedicated family liaison in the enrollment office.
• Consider offering bilingual tours, both in-person and virtual, and ensure families know they are welcome to participate.
• Remember, the more challenging it is for lower- and mid-income families to connect with your team, the less equitable your access becomes.

For more insights, you can watch our webinar on prospective family engagement, and stay tuned for our forthcoming report. Alternatively, you can reach out to our marketing and recruitment experts to discuss strategies for engaging parents as part of your student search campaigns.