Diverse Admissions Require Enhanced Outreach
The landmark Students for Fair Admissions Supreme Court ruling reshaped the landscape of college admissions, ending the decades-old policy of affirmative action that began with the Bakke case in 1978. The change necessitated a rapid overhaul of nearly 50 years of practices across admissions offices nationwide, a shift that was challenging even for institutions that had anticipated potential legal changes. So, how did universities perform one year after the ruling?
Mixed results, with shifting demographics
MIT was one of the first elite institutions to release their unblinded results. They found a “substantial change in the demographic composition” of their class, with the largest gain in Asian American students up 7% and the largest decline among African American admits, dropping 10%. Conservative think tank, The Federalist Society, heralded MIT’s results and suggested that other institutions would be under scrutiny if they didn’t see similar changes in class composition, “Indeed, less severe numerical shifts will invite scrutiny regarding admissions procedures at top colleges.”
Marketing and targeting works and is more important than ever
MIT’s results also showed an increase of 2% for Pell Grant eligible students, a shift in the socioeconomic make up of the class. That suggests that marketing and targeted student outreach is more important than ever. As Justice Sotomayor in her dissenting opinion, highlighted “To be clear, today’s decision leaves intact holistic college admissions and recruitment efforts that seek to enroll diverse classes without using racial classifications.” From Students for Fair Admission. The key being “recruitment.” Other universities have taken creative approaches, such as utilizing financial aid incentives to increase their reach to underserved students. Both Duke and the University of Virginia provided free tuition to in-state students from families with specific household income levels. These innovations require support from the broader institution, including the bursar’s office as well as an effective communications strategy to inform eligible students about the opportunity.
Emerging Strategies for Maintaining Diversity
To support diverse admissions, universities are adapting their outreach and messaging strategies.
- Targeted Outreach: Identify communities your institution is uniquely positioned to serve and establish genuine relationships. Alumni can be invaluable in bridging connections within these communities, providing a foundation for sustained engagement and trust.
- Refined Messaging: Communicating effectively with diverse communities requires clear articulation of what differentiates your institution. Tailor messaging to convey the impact and value of your education to prospective students from varied backgrounds.
- Accessible Support Systems: Your institution’s policies and resources serve as essential marketing tools. For instance, Duke and UVA’s financial aid models highlight their commitment to affordability. Develop systems that reduce financial and logistical barriers, positioning your school as an accessible option for a wide array of students.
Enhancing Diversity Through Strategic Adjustments
Post-affirmative action, enrollment marketing teams are positioned to be key players in creating diverse and inclusive applicant pools. Leveraging alumni networks, engaging in targeted outreach, and promoting available support resources are all essential to the mission. Additionally, transparent communication about the benefits and outcomes of a degree at your institution will be critical as prospective students increasingly weigh the educational value and return on investment.