Education Pays: Understanding the Benefits and Compelling Our Youth Presenters: Kathleen Little Senior Advisor, Student Aid Policy Annika Many Senior Director Agenda Education Pays: what the research tells us Translating research and data into accessible information for students and parents Five Ways Ed Pays campaign College Is Affordable project 2 1
The College Board Advocacy & Policy Center Our mission is to increase the number of students who earn a college degree, with a focus on underserved students, especially low income, first generation and students of color. Our goal is for 55% of Americans hold a postsecondary degree by 2025 We will accomplish this by: Being a trusted resource for information, data, policy analysis Developing a first rate policy research capability Creating a robust advocacy agenda to drive change Readiness & Access Young Men of Color NOSCA School Counselor Advocacy CollegeKeys Compact Leading Success Principal Toolkit Affordability & Financial Aid Trends in Financial Aid Trends in College Pricing The Future of the Pell Program State Aid Simplification Project Early Financial Aid Information MTV Affordability Challenge & My College Dollars Facebook App Admission & Completion The College Completion Agenda Annual lreport t& Lti Latino Edition Access & Diversity Collaborative Admission in 21 st Century The Completion Arch 3 Education Pays 2010 The Benefits of Higher Education for Individuals and Society Part of Trends in Higher Education Series Focuses on nonmonetary benefits in addition to the financial returns of higher education Research Highlights: Individuals with higher levels of education earn more and are more likely than others to be employed. The financial return associated with additional years of schooling beyond high school and the gaps in earnings by education level have increased over time. College educated adults are more likely than others to receive health insurance and pension benefits from their employers and to be satisfied with their jobs. Adults with higher levels of education are more engaged citizens than others. College education leads to healthier lifestyles, reducing health care costs for individuals and for society. College educated parents engage in more educational activities with their children, who are better prepared for school than other children. 4 2
GREATER WEALTH Detailed findings. 5 Median Earnings and Tax Payments of Full Time Year Round Workers Ages 25 and Older, by Education Level, 2008 Sources: The College Board, Education Pays 2010, Figure 1.1; U.S. Census Bureau, 2009; Internal Revenue Service, 2008; Davis et al., 2009; calculations by the authors. 3
Median Hourly Wage Gain per Year of Schooling, 1973, 1989, and 2007 Sources: The College Board, Education Pays 2010, Figure 1.7b; Autor, 2010. STRONGER COMMUNITY Detailed findings. 8 4
Voting Rates Among U.S. Citizens, by Age and Education Level, 2008 Sources: The College Board, Education Pays 2010, Figure 1.22; U.S. Census Bureau, 2008. Volunteering Rates Among Individuals Ages 25 and Older and Median Number of Hours Volunteered, by Education Level, 2009 Sources: The College Board, Education Pays 2010, Figure 1.21; Bureau of Labor Statistics, 2009f, Table 1 and Table 2. 5
CLOSER FAMILY Detailed findings. 11 School Readiness of Preschool Children Ages 3 5, by Parents Highest Education Level, 2007 Sources: The College Board, Education Pays 2010, Figure 1.20a; National Center for Education Statistics, 2007; calculations by the authors. 6
Percentage of Kindergartners Through Fifth Graders Whose Parents Reported Participating in Education Related Activities with Their Children in the Past Month, by Parents Highest Education Level, 2007 Sources: The College Board, Education Pays 2010, Figure 1.20b; National Center for Education Statistics, 2009, Table 24. BETTER HEALTH Detailed findings. 14 7
Exercise Rates Among Individuals Ages 25 and Older, by Age and Education Level, 2008 Sources: The College Board, Education Pays 2010, Figure 1.17; National Center for Health Statistics, 2008; calculations by the authors. Obesity Rates Among Children and Adolescents Ages 2 to 19, by Age and Highest Household Education Level, 2008 Sources: The College Board, Education Pays 2010, Figure 1.18b; National Center for Health Statistics, 2007 2008; CDC, 2010a; calculations by the authors. 8
MORE SECURITY Detailed findings. 17 Unemployment Rates of Individuals Ages 25 and Older, by Education Level and Race/Ethnicity, 2009 Sources: The College Board, Education Pays 2010, Figure 1.10b; Bureau of Labor Statistics, 2010c. 9
Employer Provided Health Insurance Coverage Among Private Sector Workers Ages 18 to 64 Working at Least Half Time, by Education Level, 1979 2008 Sources: The College Board, Education Pays 2010, Figure 1.13; Economic Policy Institute, 2010. How can we inform parents and students about the full benefits of earning a college degree? Translate Education Pays: Deliver compelling messages to parents Create a vision for students particularly first generation, minority, and low income that college will change their life. Strengthen college aspirations and parental support for children s educational plans Use language and graphics that connect with younger students and their families English and Spanish 20 10
Five Ways Ed Pays Parent Student Campaign Research translated into a parent and student communication Poster series Brochuresfor counselors andparents Ad series for school buses and mass transit Houston Pilot Campaign Play Video Online Toolkit 21 Five Ways Ed Pays Resources available at www.collegeboard.org/fivewaysedpays Free Campaign Materials Brochures, posters, 1 pagersin English and Spanish Five Ways Ed Pays Campaign Overview Presentation For use with your community Five Ways Ed Pays Campaign Video Five Ways Ed Pays Campaign Toolkit Everything you need to launch your own campaign Contact information for regional support from the College Board 22 11
How can we provide parents and students early information about college affordability and financial aid? A Pilot Research Study by The College Board and College Foundation of North Carolina Background Rethinking Student Aid recommendations Simpler, more transparent aid system More predictable aid system Early communication with families and students Importance confirmed by students and parents: Cracking the Student Aid Code research Pilot Program in North Carolina Experimental research Determine impact of clear simple information to low income middle school parents 24 12
Research Overview Target population Parents of children in grades 6 8 Household incomes of $30,000 or less Target sample size 250 completed interviews in each group test and control Test /control design Test group screened for qualification and pre recruited to agree to participate, mailed brochure and cover letter, and interviewed after stating they had looked over the material. Control group screened for qualification and interviewed in a single call Material tested Brochure, envelope, and cover letter were tested in focus groups and individual indepth telephone interviews prior to finalizing materials. Insights from these sessions were used to refine materials prior to publication. 25 Envelope 26 13
Cover letter 27 Brochures 28 14
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31 Key Findings: Areas we found impact Knowledge edgeof college costs s Understanding that many students pay far less than published prices Recognition that for low income families in North Carolina, parents pay $0 for tuition at many colleges in the state 32 16
Six Beliefs Impacted by Intervention 100% 90% 80% 70% 60% Impact: +6 pp 94% 88% Impact: +7 pp 90% 83% Impact: +8 pp 79% 71% Impact: +14 pp 59% Impact: +24 pp 68% Impact: +22 pp 65% 50% 45% 44% 43% 40% 30% 20% 10% 0% Colleges hire students in part-time work-study jobs to help the students earn money to pay for their education Student loans must be repaid, but not until the student graduates from college and is working Families with less income get more financial aid, especially the kind that does not need to be repaid Private four-year colleges may be more affordable than the public ones, because they can give more financial aid to students For North Carolina families with incomes of less than $30,000 per year, college tuition and fees are free at many colleges Most students pay far less than the costs colleges publish Control (n=251) Test (n=256) Q20 I have a few more statements about college now. I ll ask if you agree strongly, agree only somewhat, disagree strongly, or disagree only somewhat. (% agree strongly / somewhat) Total base 33 Family s Responsibility for Community College Tuition A quarter of control group respondents know that tuition for their child would be free at NCCC. A significantly greater two fifths of test group respondents also know this. Substantial numbers of respondents also indicate that they would need to provide around 50% of tuition. $0 / year (correct) Test (n=256) 42% 8% 13% 21% 3% 3% 6% 4% +18 pp ; Control (n=251) 24% 7% 13% 31% 6% 1% 10% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 1-20% 21-40% 41-60% 61-80% 81-100% Don't know family's obligation Don't know what tuition is Q23 If tuition for one year at North Carolina Community College is ANSWER TO Q21, how much of that tuition cost do you think would be covered by financial aid such as grants and scholarships, and how much do you think your child or your family would have to come up with separately? Total base 34 17
Preparation Behaviors: Talked to your child's guidance counselor about what your child needs to do to go to college Test (n=256) 22% 68% 3% 7% 4 pp +9 pp Control (n=251) 26% 59% 3% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes, have already done Not yet, but plan to Not sure Probably won't do it Q15 Which of the following things related to college have you ever done with or for your child? Total base 35 Findings: Areas we did not see impact Knowledge of and positive attitudes toward postsecondary education are widespread throughout the low income population of North Carolina. The brochure s impact was negligible in changing attitudes about the importance of education beyond high school because the control group s positive attitudes were so high that there was little room for increase. Low income parents are generally aware of the financial aid system and how it works. Low income parents understand that a college education provides benefits in addition to higher income. College is understood to be broadly accessible (not just for top students, geographically widespread). Infinia believes this is because of the work of CFNC and thus may be different in other states 36 18
Lessons Learned Credibility is key CFNC and College Board were seen as valid, trusted sources of information Find local gaps in knowledge and tell them what they don t know (not what they do) Get beyond the headlines and be very specific and personal help them see themselves in the data (case studies) Keep all charts and text simple and clear Repetition could be key 37 What can we do to further disseminate these important messages? Translate complicated data and research into smaller, digestible pieces Make states and communities aware of study results and the impact of early information on college preparation Talk to students and families in unusual settings collaborate with local community based organizations, churches and synagogues, and recreation centers to get the message out Help interested states and communitiesdesign their own studies/ interventions to promote college going behaviors Advocate for the development of a national early communication program 38 19
Questions? Kathleen Little Senior Advisor, Student Aid Policy College Board Advocacy & Policy Center klittle@collegeboard.org Annika Many Senior Director College Board Advocacy & Policy Center amany@collegeboard.org 39 20