News from NASFAA

NASFAA Partners with Pathways to College Network, Invests in College Access Marketing Toolbox

NASFAA announced a new partnership with the Pathways to College Network and a commitment to donate $25,000 to assist with the development and dissemination of a College Access Marketing Toolbox for education advocates at all levels.

Established in 2001, the Pathways to College Network is a broad coalition of national groups and funders, including The Education Resources Institute (TERI), ACT, the College Board, Lumina Foundation for Education, Sallie Mae, the U.S. Department of Education, and many other associations, foundations, and groups. TERI is the managing partner for Pathways.

Pathways' goal is to advance college access and success for underserved students by getting research-based knowledge on effective policies and practices into the right hands: namely educators; policymakers; and community, corporate, and philanthropic leaders. Pathways identified four leading issues that could make a critical difference in improving college access and success for underserved students. These include:

  • Encouraging schools to make a rigorous college-prep curriculum the required course of study for all students, so that they will have the skills and knowledge they need to be successful in both postsecondary education and the workplace.
  • Improving the effectiveness of college access marketing campaigns that aim to influence the college-going behavior of underserved students.
  • Encouraging early financial aid commitments and early notification programs for underserved students.
  • Persuading postsecondary leaders to take steps to improve the retention and graduation rates of underserved students.
NASFAA's involvement in the Pathways to College Network and the College Access Marketing Toolbox grew out of a recommendation from its 2004-05 Access and Diversity Committee. The committee urged the Association to move forward quickly to offer its support to Pathways' efforts, and embraced the Pathways Shared Agenda that notes "students from lower-income families and those from racial and ethnic minority groups are far less likely to enroll in college than other students" but expresses the conviction that "all underserved students are capable of being prepared to enroll and succeed in college."

"NASFAA sees a unique opportunity in this broad collaborative effort to really make a difference in students' lives," said NASFAA President Dallas Martin. NASFAA National Chair George Chin added, "Our involvement in Pathways promises to enhance access to postsecondary education for low-income, first-generation, and minority students. Furthermore, it also helps us to meet several of NASFAA's strategic long-range goals, including promotion and support of public awareness of educational opportunities and planning for college."

The College Access Marketing Toolbox will pull together the best ideas, materials, strategies, and resources in the field, and will cover:

  • Social Marketing – a tutorial explaining the purposes and uses of social marketing, which purports to effect positive changes in behavior through various marketing strategies; key principles of social marketing; and effective campaigns and campaign elements.
  • Best Practices – strategies for implementing the key components of a social marketing campaign; examples of effective implementation in each area.
  • Model Materials – a compendium of effective examples.
  • Resources – tools that can be used to support campaigns.
Under TERI's auspices, Pathways to College has already begun content development for the College Access Marketing Toolbox. NASFAA will assume a leadership role in refining, testing, piloting, disseminating, and promoting use of the Toolbox. As a partner in the Pathways to College Network, NASFAA will also participate in Pathways conferences and meetings, share information about Pathways work with its constituencies, and contribute expertise to the Network's efforts.

Posted December 13, 2004 on www.NASFAA.org, Web Site of the
National Association of Student Financial Aid Administrators
Copyright 2004. Redistribution to nonmember institutions is prohibited
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