Improving College Access: Examining the Past to Move to the Future David English Chrissy Tillery 2009 NCCEP/GEAR UP Annual Conference July 21, 2009

Presentation Overview Why Access? A North Carolina Imperative Evaluating CFNC.org Statistics and Results Questions and Discussion

We found that access to American higher education is unduly limited by the complex interplay of inadequate preparation, lack of information about college opportunities and persistent financial barriers. Former US Secretary of Education Margaret Spellings

North Carolina Public & Nonpublic High School Graduates – (projected)

North Carolina Transfer Student Patterns

To increase the college-going rate in North Carolina with particular attention toward first-generation college students. Obstacles facing first-generation college students: 1)Can I really go to college in NC? 2)Can I afford to go to college in NC? GOALGOAL Primary Goal = Access

What is CFNC.org? CFNC is a joint effort of the North Carolina State Education Assistance Authority, College Foundation, Inc., and Pathways of North Carolina. The Pathways partnership was requested by the UNC Board of Governors, funded by the 1999 General Assembly, and includes the: NC Department of Public Instruction (K-12) NC Community College System (58) NC Independent Colleges and Universities (36) UNC System (16)

State agency responsible for statewide college aid programs – grants scholarships, loans, 529 savings 501(c)(3) nonprofit - administers grants, loans and savings program on behalf of the state State-funded K-16 partnership (NCDPI, NCCCS, NCICU, UNC) administered by UNC General Administration

CFNC Technology & Internet Services Career Center Student Planner College Fair Free SAT & ACT Test Prep Online Applications Electronic High School Transcripts Transfer Articulation CFNC Resource Center CFNC Toll-free Telephone Hotline for Career and College Planning from CFNC.org Publications Training Spanish Services GEAR UP North Carolina Low-income (FRL) school students $37 million Two grants from US Dept of Education ( ) 35 NC counties 16,000+ students CFNC Access Services

CFNC.org Evaluation

By 2007 CFNC.org was a stable and mature college access initiative Senior leadership desired an enhanced level of program evaluation and assessment Lumina Foundation for Education had interest in learning more about best practices in college access web portals Grant support began September 2007 Evaluation report completed May 2009 Overview

CFNC.org Account Holder Analyses WebTrends Site Usage Analysis CFNC.org Applying to College Services and Initiatives Future Directions Recommendations Key Research Study Components

Account Holders since site inception Account Holders by user type Account Holders enrolling at a UNC system institution CFNC.org Account Holder Analyses

Number of CFNC.org Accounts Created Annually 2001 – 2008

CFNC.org Account Holders by User Type Cumulative 2001 – 2008

First-Time Freshmen at the University of North Carolina, Distribution of CFNC.org Account Holders Year Total UNC First-Time Freshmen CFNC.org Account Holders Account Holders as Percentage of Total Fall ,46218, % Fall ,29621, % Fall ,87322, % * UNC student data is the most recent data from the Division of Institutional Research and Analysis at the University of North Carolina General Administration.

First-Time Freshmen at the University of North Carolina, Distribution of CFNC.org Account Holders by Gender YearGender Total UNC First-Time Freshmen CFNC.org Account Holders Percent Difference First- Time Freshmen vs. Account Holders FrequencyPercentFrequencyPercent Fall 2005Female13, , (1.2) Male10, , Total24, , Fall 2006Female14, , (1.6) Male11, , Total25, , Fall 2007Female14, , (1.4) Male11, , Total25, ,847100

First-Time Freshmen at the University of North Carolina, Distribution of CFNC.org Account Holders by Ethnic Group YearEthnic Group Total UNC First-Time Freshmen CFNC.org Account Holders Percent Difference First-Time Freshmen vs. Account Holders FrequencyPercentFrequencyPercent Fall 2005American Indian Asian African American6, , Hispanic Caucasian16, , (2.0) Missing Data Total24, , Fall 2006American Indian Asian African American6, , Hispanic (0.1) Caucasian16, , (0.7) Missing Data Total25, , Fall 2007American Indian Asian African American6, , Hispanic Caucasian16, , (0.4) Missing Data1, Total25, ,

First-Time Freshmen at the University of North Carolina, Distribution of CFNC.org Account Holders by Constituent Institution in Fall 2005 UNC Campus Total UNC First-Time Freshmen CFNC.org Account Holders Percent Difference First-Time Freshmen vs. Account Holders FrequencyPercentFrequencyPercent Appalachian State2, , (1.3) Elizabeth City State East Carolina2, , (0.9) Fayetteville State (0.2) NC A&T1, , NC Central (0.1) NC State3, , UNC-Asheville UNC-Charlotte2, , (1.6) UNC-Chapel Hill2, , UNC-Greensboro2, ,6228.9(0.5) UNC-Pembroke UNC-Wilmington1, , UNC School of the Arts Western Carolina1, ,0896.0(0.3) Winston-Salem State Total24, ,

First-Time Freshmen at the University of North Carolina, Distribution of CFNC.org Account Holders by Constituent Institution in Fall 2006 UNC Campus Total UNC First-Time Freshmen CFNC.org Account Holders Percent Difference First-Time Freshmen vs. Account Holders FrequencyPercentFrequency UNC Campus Appalachian State2, ,1089.9(0.7) Elizabeth City State East Carolina3, , (0.7) Fayetteville State NC A&T1, , NC Central NC State4, , UNC-Asheville UNC-Charlotte2, , (0.9) UNC-Chapel Hill2, , UNC-Greensboro2, ,8518.7(0.4) UNC-Pembroke UNC-Wilmington1, ,3106.2(0.3) UNC School of the Arts Western Carolina1, ,2415.8(0.3) Winston-Salem State Total25, ,296100

First-Time Freshmen at the University of North Carolina, Distribution of CFNC.org Account Holders by Constituent Institution in Fall 2007 UNC Campus Total UNC First-Time Freshmen CFNC.org Account Holders Percent Difference First-Time Freshmen vs. Account Holders FrequencyPercentFrequencyPercent Appalachian State2, ,2249.7(0.6 ) Elizabeth City State East Carolina3, , (0.5 ) Fayetteville State NC A&T1, , NC Central (0.1) NC State4, , UNC-Asheville (0.1) UNC-Charlotte2, , (0.6) UNC-Chapel Hill3, , UNC-Greensboro2, , UNC-Pembroke UNC-Wilmington1, ,4106.2(0.4) UNC School of the Arts Western Carolina1, ,0384.5(0.3) Winston-Salem State Total25, ,847100

CFNC.org utilizes WebTrends for site analysis Data was pulled for the period 07/01/2007 – 06/28/2008 Over 30 high visibility pages were selected for review Limited analysis to pages related to college and career planning, exploration, and application Information gathered on Views, Visits, Average Time Viewed, and Overall Page Rank on Server WebTrends Site Usage Analysis

Most Viewed Pages Page NameViews ReceivedAverage Time Viewed College Fair Campus Tours 3,431,64100:29 My CFNC1,088,04900:18 Career Center673,97000:13 Online Applications630,95800:18 Online Applications Application Manager 409,01400:03 College Fair404,81800:13 Online Applications Loan Applications 310,20600:22 Student Planner283,54800:14 Career Center Lists of Careers 259,55200:03 Career Center Student Career Matching Assistant 233,97600:17

Pages with Highest Average Time Viewed Page NameAverage Time ViewedViews Received Contact CFNC 185,66001:19 Career Center Teacher Education 16,31301:15 Student Planner College Entrance Requirements 35,22801:06 Career Center Fastest Growing Careers 42,02501:00 College Fair Comparative View 163,03500:40 Student Planner Transfer Student Planner Intro 4,55400:37 College Fair Campus Tours 3,431,64100:29 College Fair Matching Assistant 47,50900:28 Career Center Bridges Planning Tools 55,859 00:26

CFNC.org hosts branded admissions applications for all 110 colleges and universities in North Carolina 89 of the 110 institutions utilize the CFNC.org branded application as their exclusive online option CFNC.org partners with the NC Department of Public Instruction to serve as the sole provider of electronic high school transcripts Project has been implemented in phases over the past 6 years Every public and charter high school will be live in Fall 2009, excluding Charlotte-Mecklenburg Schools CFNC.org Applying to College Services and Initiatives

College Applications Submitted through CFNC.org Annually 2001 – 2008

High School Transcripts Submitted through CFNC.org Annually 2003 – 2008

An event cosponsored by CFNC and CACRAO in an effort to further expand statewide college access The goal of the initiative is to motivate and support students who might not consider college an option the opportunity to apply to college online using CFNC.org. Pilot Programs in 2005, 2006, 2007 Statewide as of 2008 Student Comments: I liked the help with filling out, submitting and paying for applications. It was easier to do than by myself. I never thought I would go to college anywhere, but I realized that it is my future and I can do it. High School Transcripts Submitted through CFNC.org Annually 2003 – 2008

College Application Week 2008 Map of Participating School Districts

College Application Week Statistics YearHigh SchoolsStudentsApplications , ,80821, ,35637,903

Applications Submitted to University of North Carolina Constituent Institutions During College Application Week 2008

Applications Submitted to North Carolina Community Colleges During College Application Week 2008

Applications Submitted to Member Institutions of North Carolina Independent Colleges and Universities During College Application Week 2008

Expanded Data Availability and Enrollment Verification Transfer Articulation Future Directions

UNC-General Administration will run enrollment verification on all students participating in the 2008 and 2009 College Application Week events North Carolina College Access Challenge Grant Program (NCCACGP) funds are being used for this initiative Data will allow for enhanced evaluation of CAW program, and impacts on students postsecondary matriculation Expanded Data Availability & Enrollment Verification

View Transfer Student Guarantees offered by the CAA Transferable Course Equivalencies for all CAA General Education courses between NCCCS and any UNC institution. A list of Transfer Students most frequently asked questions Majority of courses taken by students participating in a dual enrollment program covered Transfer Student Planner & Articulation

Provide students with a report of how courses will transfer between all 110 North Carolina colleges and universities Partnership between NCCCS, NCICU, and UNC Perform a degree audit to guide students on course work that will need to be completed after they transfer System is as easy as 1, 2, 3. Step 1. Create an academic history by selecting courses from the Community College Course Catalog. Step 2. Confirm selections. Step 3. View an equivalence report that shows course by course equivalence. Users can compare equivalence for 2 institutions at a time Transfer Student Navigator

CFNC Transfer Navigator

CFNC.org philosophy is based around 3 fundamental themes 1.Plan: What do I need to do to be prepared to go to college? How can I learn what courses different colleges expect me to have taken? Are there minimum admission requirements? 2.Apply: What do I need to do to apply to college? Can I apply online? What is the cost to apply? Do I need to visit a campus for an interview? 3.Pay: Can I afford to go to college? What are the financial aid options available to me? Recommendations for Policy and Practice

CFNC is a partnership of UNC, NCCCS, NCICU, NCDPI, NC SEAA, and CFI Power of a legislative mandate should not be underestimated Keep all partners and stakeholders engaged and informed Recommendation #1: Build and sustain broad partnerships and high levels of collaboration among all education interests.

CFNC.org website provides college and career planning resources and information applicable to all ages CFNC Online Admissions Application is accepted by all 110 NC Colleges and Universities CFNC Electronic High School Transcript is the sole option, and accepted by all 110 colleges and universities Two specialized toll-free call centers provide information on planning, applying, and paying for college Recommendation #2: Provide a comprehensive internet-based platform and complementary call- center support.

Utilize a combination of media advertising, direct marketing, and in-school marketing to build awareness among all target audiences Build awareness through strong visual continuity - brand standards bring unity and continuity Target specific messages to professional and consumer audiences Continue to promote the basic brand positioning in all communications while building awareness of specific information and services Recommendation #3: Build a brand and commit to a comprehensive marketing program to build awareness and understanding.

School counselors are an important source of information for parents and students Full time CFNC Training Director works to engage and educate school counselors on CFNC.org services CFNC Regional Representatives provide outreach to financial aid personnel, community members, churches, and schools Dedicated space is provided on the website for school counselors and education professionals Recommendation #4: Complement advertising with training and outreach activities.

Online applications are provided free of charge to the 110 participating institutions, including development and technical support Professional tools allow school counselors and educators the ability to monitor students application and transcript activity CFNC State Grant Information System enables NC colleges and universities to process over $350 million per year from five distinct grant programs Recommendation #5: Address the needs of schools, colleges, students, and families.

Federal Family Education Loan Program (NC SEAA & CFI) State Appropriations (Pathways) Federal Grant Funding (GEAR UP North Carolina and North Carolina College Access Challenge Grant Program) Recommendation #6: Leverage financial resources from diverse sources.

CFNC Technology & Internet Services has grown from 2 FTE to 6 FTE CFI provides 5 FTE for core technical support and development Marketing and outreach program planning and support are shared between CFI, NC SEAA, and Pathways Call center support is provided by both CFI and Pathways Recommendation #7: Plan for sufficient staffing and share staff responsibilities.

Statistics and Results

9,250 visitors per day for an average of 8 min 30 sec 2,725,518 Accounts Created 1,422,063 Online Applications Submitted 126,238 High School Transcripts Sent CFNC.org Site Usage

Impacts North Carolina had the second largest increase in College Participation Rates for Students from Low Income Families between 2000 – 2007 US Average was negative over this time period Data calculated by Tom Mortenson of Postsecondary Education Opportunities

Questions? David English Director, CFNC Technology & Internet Services UNC-General Administration Chrissy Tillery Research & Evaluation Specialist GEAR UP North Carolina UNC-General Administration