Presentation on theme: "1 Presenters:Johnavae Campbell, CGS Staff Jennifer Satalino, CGS Oregon Nirjan Rai, IHEP College Goal Sunday Site Coordinator Training."— Presentation transcript:
1 Presenters:Johnavae Campbell, CGS Staff Jennifer Satalino, CGS Oregon Nirjan Rai, IHEP College Goal Sunday Site Coordinator Training
2 College Goal Sunday A National Initiative to Increase College Access for Underserved Populations Funded by
3 Lumina Foundation for Education Targeted Population: Low-income families First-generation students Major Theme Areas: Access Success Adult learners
4 Todays Agenda CGS Overview College Access Marketing strategies Q & A Site Coordinator Job description Event Schedule Next Steps/Special Circumstances Q & A Evaluations and Recommendations Importance of Partnerships Q & A 11:00 11:15 ______ 11:45 12:00 12:15 ______ 12:30 12:45
5 Introduction to CGS Volunteer, charitable program to help low-income families and first-generation students complete the FAFSA Attempts to reduce or eliminate one major barrier to postsecondary education: applying for financial aid To date, CGS served more than 100,000 aspiring college students Over 9,000 volunteers & 700 sites annually
6 KS WY OH OK WY OH OK DC/DE/MD CA DC/DE/MD CA KY -$3.5M approved by Lumina Foundation - LF received trademark agreement -LF received NASFAA letter of support KY -$3.5M approved by Lumina Foundation - LF received trademark agreement -LF received NASFAA letter of support AZ Funding started from USA Group family of companies Funding started from USA Group family of companies ISFAA founded CGS in IN with Lilly Endowment Grant ISFAA founded CGS in IN with Lilly Endowment Grant 1989 1994 1997 1998 2001 2002 2003 Background 2004 2005 2006 2007 2008 2009 HI MI MO IL ME -NASFAA assumed CGS management HI MI MO IL ME -NASFAA assumed CGS management MA NV MT AK MA NV MT AK FL MN NJ NM TN TX V WI FL MN NJ NM TN TX V WI AR CO GA NY OR NC SC SD WA AR CO GA NY OR NC SC SD WA CT LA ND RI CT LA ND RI MS IA MS IA
7 CGS States Current States Preliminary Planning States Alaska Washington Oregon Montana Wyoming North Dakota South Dakota Arizona New Mexico Colorado Kansas Texas Arkansas Missouri Louisiana Florida Georgia So. Carolina Tennessee Kentucky Illinois Indiana Ohio Minnesota Wisconsin Michigan Maine New York Massachusetts Rhode Island Connecticut New Jersey Delaware Maryland District of Columbia Hawaii Iowa Mississippi West Virginia
8 Types of Grant Recipients Financial Aid Associations State Agencies Colleges/ Universities TRIO/Community- Based Organizations 1512 3 5
9 Management Role with CGS Share the vision of higher education opportunities for underserved populations Build and strengthen networks Provide oversight, technical assistance and training Connect volunteers Local and national fundraising support Create interfaces with related services Provide support through national partnership organizations Develop evaluation tools
11 Program Support Technical Support National College Goal Sunday Web site www.CollegeGoalSundayUSA.org Centralized resources Templates of letters, press releases, etc. Financial aid presentation for sites Webinar Trainings – FAFSA, Homeless, Site Coordinator Listserv National Forum E Newsletter
12 College Goal Sunday Web site www.CollegeGoalSundayUSA.org Grant Submission and Report Forms Planning, Implementation, Continuation and Extended College Access Marketing Toolkit Fundraising Toolkit Marketplace FAFSA Line-by-Line Seven languages Newsletters Best Practices Toolkit State Profiles Next Steps
13 College Access Marketing Toolkit Best ways to reach teens: youth advisory groups – ask them personalized mail person to person contact events they attend text messaging knowing what radio stations they listen to Form a youth advisory group Direct contact with parents Employers, churches, social gatherings Contact with influencers Clergy, Boys/Girls Clubs, coaches Build partnerships
14 Expanding Our Reach Partnerships Creation of an access pipeline from middle to high school Provide additional family services: Tax preparation assistance; financial literacy; borrowing tips Train volunteers in: Financial aid process and the FAFSA Challenges of special populations
15 Mission-Related Partners PTA Guidance Counselor Education departments Adult Education Home School Ass. Offices of the governor State agencies TRIO/GEAR UP Businesses and Foundations KnowHow2Go College access org. Financial literacy org. State and regional financial aid associations Professional associations and societies Community-based organizations (CBOs) VITA/Free Tax Assistance Program Homeless Youth Liaisons
16 College Goal Oregon: Making College Access Marketing work for you
17 College Access Marketing: Definition Using marketing techniques to increase high school completion and college participation rates A form of non-profit awareness, buzz building and behavior changes for the common good
18 Why do we require CAM plans? We reach more of our target students this way We have two years of data to back up this approach We have monetary support to learn this new technique We think this will help more efforts than just CGO
19 CGO CAM Plans Unique to each site Developed for your local population Different from your average bear Should make you feel stretched
20 A good CAM Plan Focuses on one group of students Requires a bit of research to get it right Can be recycled each year with minimal effort
21 A GREAT CAM Plan Targets a group you are not already reaching Targets a very specific group Requires you to reach out into the community Involves community leaders you may not know yet Requires you to put yourself in someone elses shoes Involves some risks; you may fail
22 Purpose and Problem Statement (STEP ONE) Be Specific! Problem Statement: Nationwide, only 34.6% of college students have parents who have a high school diploma or less. Purpose: 39.6% of families in our state have a high school education or less. 40% of our CGO families in 2009 will have a high school education or less.
23 Identify your target audience (STEP TWO) Our target audience are families with a high school diploma or less education. ID their values and core concerns. These families value job stability and a practical education.
24 Set Objectives (STEP THREE) Families with a high school diploma or less will attend our CGO event. Help these families see that post- secondary education can improve their job security and provide access to higher paying occupations.
25 Set Goals (STEP THREE) 40% of students attending our CGO event will be from families where the parent(s) have a high school diploma or less. 10% of our target families will also have a parent complete the FAFSA, in addition to the high school student they brought to our CGO event.
26 Reality Check (STEP FOUR) What do we know about this group? What research is available to us? Who can we reach out to? Use these resources to double check our assumptions Families with a high school diploma or less rely on high school teachers for information. These families also trust medical professionals.
27 Build a strong marketing plan (STEP FIVE) This is where you may feel uncomfortable Our traditional, tried and true methods might not work Creativity is a good thing Our best practices round table is an even better thing! You need to believe
28 College Goal Sunday CAM Examples Black Youth Lack of Trust Identify influencers Equip influencers w/message and support Rural Lack of transportation Deliver information to the community Car as a symbol that CGS is coming to you Hispanic Families Communication Breakdown Communicate with target audience Hispanic Mentors/Role Models assist with outreach and translation Audience Problem Objectives Marketing Strategy
29 Strategy (STEP FIVE) We will use high school teachers to spread our message We will use our local doctors, dentists, pharmacists and hospitals to spread our message We will use parents from our target demographic to spread our message
30 Tactics (STEP FIVE) This is where you get sneaky and specific Throw a quick after-school reception/training for teachers and coaches Engage your target parents in some brainstorming Give all of your medical professionals the tear off cards from the CGO posters Do something completely out of the ordinary! This is where you stretch!
31 Messages (STEP FIVE) The more education you have, the less likely you are to be laid off With more education, youll increase your earning power College is affordable People are willing to help you FOR FREE Attend College Goal Sunday
32 Implement the plan (STEP SIX) This is your project management phase ID Tasks, assign people, use your CGO stipend DONT DO THIS ALONE! Remember, you have top level buy in, thanks to the site agreements Adjust as you go
33 Learn as you go (STEP SEVEN) Create your tracking mechanisms Collect your data Tell your story- how did you do?
34 Leave a Legacy (STEP EIGHT) This is the hardest part, but it will pay off! Critique your efforts Make a list of what youll need next year Thanksgiving list Pretend youll be in Hawaii all of next year; what will your replacement need to know?
35 Remember, were here to help you National Office State Coordinators Your fellow Site Supervisors CGS ROCKS! You are not alone
36 What is a CGS Event? Students and their families attend a CGS site for assistance with the FAFSA Line-by-line moderated review of the FAFSA Volunteers greeting at the door and experts circulating the room
37 Key Points to Remember College Goal Sunday is a volunteer- run program The stronger the collaborations, the greater the success Evaluate and measure
38 The Players Statewide Coordinator Statewide Site Coordinator Task Force/Steering Committee Mission-related partners Funders and volunteers Public Relations and Grassroots Outreach Supporting agency
39 Statewide Coordinator Oversees all aspects of the program Chairs task force/steering committee Attends site visit and training Understands postsecondary issues in the state Highly organized Able to delegate tasks Has support systems
40 Statewide Site Coordinator Alternate lead contact Attend site visit and training Recruit and train site coordinators Assist in recruiting volunteers Organized Attention to details Able to delegate
41 Site Coordinator Job Description Site selection Arrange parking, translation services, computer/internet access, transportation and any child care Secure equipment, tables and chairs Set-up presentation Organize scholarship drawing Select Date Develop Packets Identify site volunteers Request FAID volunteers Forward surveys to the state coordinator
42 Site Outreach Coordination Work with college access professionals, schools, churches, and community based organizations to develop a college access marketing plan and promote CGS in your community.
43 Site Planning Team Diverse knowledge of postsecondary issues Contacts within their area of expertise Financial Aid Representatives ED, TRIO, GEAR UP High School Guidance Teachers Business Community/Chamber of commerce Community Representative Student/Parent (Ambassadors) Public Relations Adult Education Home School Association Representative
44 Site Volunteer Opportunities Outreach Financial Aid Sponsorship Development Fundraising Surveys/Evaluations PR and Marketing Volunteer Recruitment Logistics Creativity to foster program expansion
45 On-site Volunteers Financial Aid Registration Set up/Clean up Answer non-financial aid questions Collect surveys/evaluations Child care Traffic control/signs Uninvited guests
46 Site Coordination Timeline September Recruit help Outreach begins Develop media plan October Fundraising Sports team mascots Family activities Raffle prizes Attend college fairs November Provide training opportunities Work on local official buy-in and support December Order paper FAFSAs Stuff packets January Strong media plans executed Volunteer orientation, including weather contingency plan February Have a great event! Send in survey forms
47 Real Tips from Site Coordinators Connections with community Site selection Volunteer support Leadership buy-in Location Leverage in-kind resources Institution Media Relations, Outreach Programs, Student Groups, Faculty
48 Real Tips from Site Coordinators Empower influencers Provide small refreshments Offer informational material Personal touch Creativity Local official buy-in Proclamations Raise visibility Banners, College Fairs/Centers, Local meetings
49 Dos and Do Nots DO NOT Allow solicitation of any kind Ask for a social security number Require them to sign up for anything Forget to say thank you Turn away help DO Make volunteers sign a volunteer form Require all volunteers to wear the same shirts (buttons can be used to distinguish volunteers) Offer refreshments, tours, information Post visible directional signs Have a weather contingency plan
50 Logo and Name Usage Using Lumina Foundations or College Goal Sundays Name On first reference, please use Luminas entire name: Lumina Foundation for Education. On subsequent references, you may use Lumina Foundation or the Foundation. Lumina Foundation style does not permit the use of the article the before its proper name. Please refer to Logo Usage Guidelines and Visual Style Guidelines on the College Goal Sunday Web site at www.CollegeGoalSundayUSA.org under Program Support, Forms and Resources, Part I. www.CollegeGoalSundayUSA.org On first reference, please use the programs entire name: College Goal Sunday. Do not use the acronym CGS to refer to College Goal Sunday in published materials. In all informational materials, organizations are asked to use the service marks symbol (SM) after the first textual reference to College Goal Sunday. Subsequent references need not carry the mark.
51 Stuffing Packets Next Steps State and Federal Financial Aid Information FAFSA Foster Youth Tips Financial Literacy Scholarships
52 Resources National www.collegegoalsundayusa.org www.collegeaccessmarketing.org www.nahecy.org www.ymca.net www.coenet.us www.collegeaccess.org www.efc.org www.finaid.gov www.collegeboard.com www.nefe.org www.tax-coalition.org To locate the nearest VITA site, call 1-800-829-1040.
53 Event Timeline 1.5 hr prior to start time Your arrival, identify volunteer space & greet staff 1 hr prior to start time Welcome, introductions, housekeeping. hand out shirts, name tags, review assignments Survey collection, Scholarship process & Media plan 5 hr prior to start time Place banners & signs. Setup presentation equipment if applicable. Setup tables: registration, scholarship, food Attendees arrive Greet attendees at door or Registration Table. Give folder and offer options (computer room, quick questions, advising/presentation). Mention food, survey, scholarship process.
54 Presentation Style Computer Room Give overall instruction (if big enough group) otherwise individual advising. Quick Question Room Ideal for those prepared to get in and out Individual/small group meetings. Round tables where an advisor meets with one, 2 or 3 families to review the FAFSA. (library or cafeteria) Review the FAFSA with the Worksheet and then direct families to the Computer Room if there is time. Direct folks to Survey/Scholarship Table where they will submit Survey and pick up Scholarship Raffle form.
55 Presentation Style Group Presentation FAFSA Worksheet Ideal for a large crowd. A presenter introduces him/herself and advisors. Provides overview & volunteers circulate – raise your hand with a question, direct families to computer lab if available (volunteers in CLab) Direct folks to Survey/Scholarship Table where they will submit Survey and pick up Scholarship Raffle form. Group Presentation F Aid Overview Students/Families take a number at entry All students/Families are seen individual or in small teams Presentation is informational about state and federal aid
56 Thank You! Collect materials, and clean up accordingly. Collect Volunteer Survey Forms. Draw and announce scholarship winner. If not present phone now or later in the evening. Thank volunteers and remind them to keep their tee shirts. See you next year! Store materials (banner, directional signs, etc) until next year.
57 Information Provided By: Violette Hunter, SC site coordinator Kathy Blau, KS site Coordinator Annette Charette, ND site coordinator Rosina Chaparro, CO site coordinator Wynette Richardson, NJ site coordinator
58 Special Circumstances Independent vs. Dependent status McKinney Vento Act Changes Homeless Youth What happens after the FAFSA Verification Non US Citizens
59 Evaluations Why we measure Determines how well we are reaching the target population Provides states with information on effective/ineffective marketing strategies What we measure Family income Parents levels of education Race How we measure Student/Family surveys by attendees Focus groups at selected sites Comparative attendee data with state grant program filing data Comparative attendee data with state census data compared in all target population areas
60 Evaluations, contd Target Audience Any race or ethnicity other than White non-Hispanic (including multiple races) Family income of $40,000 or less Neither parent attended college
61 Survey Response Rates 20,646 student-family surveys 59% response rate overall Down from 64% in 2007 Response rates varied by state Lowest response rate 27% Highest response rate 98%
62 Target Audience Turn-Out 73% of CGS participants fit at least one of the target audience categories CGS served more target audience students than in past years 5,500 more than 2007 12,500 more than in 2006 More than half of participants in every CGS state were target audience Target audience percentages ranged from 54%-97%
63 Racial/Ethnic Minority Race/ethnicity of 2008 College Goal Sunday participants under age 25 versus 2006 American Community Survey respondents ages 15-24 Note: ACS data include only relevant states and were weighted to match the distribution of responses to the CGS surveys. Source: College Goal Sunday student-family surveys 2008; U.S. Census Bureau American Community Survey 2006
64 Low Income Family income of 2008 College Goal Sunday participants under age 25 versus 2006 American Community Survey respondents ages 15-24 Note: ACS data include only relevant states and were weighted to match the distribution of responses to the CGS surveys. Source: College Goal Sunday student-family surveys 2008; U.S. Census Bureau American Community Survey 2006
65 Other Demographics Students with disabilities 5% of participants More likely to be very low income More likely to be seeking AA or certificate Students age 25 and older 8% of participants Over 90% target audience Much more likely to be seeking AA or certificate
66 Recommendations Expanding Target Audience Population Improving Publicity and Outreach Increasing Sustainability
67 Recommendations Expanding Target Audience Population Target Publicity and Outreach Campaigns Expand Outreach to Individuals Age 25 and Older and Those Not Currently Enrolled in School Work with Community Colleges Innovation and Technology Increase Coordination between States Expanding College Goal Sunday
68 Recommendations Improving Publicity and Outreach Increase the Role and Responsibilities of Local Sites and Site Coordinators Create and Foster Local Partnerships Continue to Emphasize Grassroots Strategies Connect/Reconnect with High Schools/ Work with High School Teachers and Counselors Expand Parental Outreach Programs
69 Recommendations Increasing Sustainability Emphasize Fundraising Sustainability From Early On Building Partnerships Cutting Costs
70 What We Have Learned Collaborations Including mission-related partners Organizations that work with the target population Craft and deliver the right message Understanding the target population Evaluate and measure Strengthening program effectiveness