16 statistics on why schools should be texting/messaging students

Posted by Brian Ruhlmann on October 29, 2016
I attended NACAC's annual conference in Columbus, Ohio last month to learn about strategies to help schools and professionals serve students as they are making choices around pursuing a postsecondary education. One of the hottest topics at the conference was texting students. The new PPY FAFSA and social media strategies were also at the forefront of discussion.
Research shows that texting students has a higher engagement rate than email and phone calls, and can improve matricualtion and retention rates, but the majority of colleges have yet to engage with students over SMS. 
Numbers don't lie, as my basketball coach would reply when I asked why I was riding the bench, so here are some numbers and statistics around texting and mobile messaging that are hard to ignore when thinking about texting or  messaging students throughout the student lifecycle.
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Topics: College Admissions, messaging, texting, student success, facebook messenger, recruitment, enrollment

Educating students about FAFSA changes can pay big dividends

Posted by Priscilla Lee on October 28, 2016

Two major changes for the Free Application for Federal Student Aid (FAFSA) are affecting the 2017-18 school year application season.

  1. The FAFSA is available earlier, starting on Oct. 1 of the previous year instead of Jan. 1 of the upcoming school year.
  2. The FAFSA collects income information from an earlier tax year -- prior prior year (PPY).

These changes can help colleges better assist students in the financial aid process and potentially achieve higher matriculation in the fall. “Summer melt,” wherein college-intending students fail to matriculate in the fall, is a double loss, hurting both the students whose college dreams fall by the wayside, and the schools that were counting on them to attend. Often, cost is the culprit.

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Topics: College Admissions, colleges, messaging, texting, retention, student success, students, recruitment

Texting and Privacy Laws: What schools must know when texting students

Posted by Brian Ruhlmann on October 17, 2016

Considering that 90 percent of text messages are read within 3 minutes and 45 percent elicit a response from the recipient, it seems like texting should play a big part in colleges’ communications and outreach strategies, right?

In a word, yes! But it’s important to understand how texting and privacy laws and consumer protection regulations relate to schools' efforts to properly and effectively text students.

Disclaimer: I am not a lawyer. And there are key differences among various schools: whether they’re nonprofit or for-profit, how and when they’re engaging with students, the intent and nature of the messages they’re sending. But all colleges and universities should be aware of a few laws pertaining to texting prospective and current students and their families.


One of the most important acts to abide by is the Telephone Consumer Protection Act. The TCPA was passed by Congress in 1991 to stop telemarketers from sending out unwanted messages to millions of people without any way to opt out of these messages. At a high level, the TCPA prohibits telemarketers from calling or texting without prior express consent when using an autodialer or mass calling/texting system. The three main parts of the TCPA are Do-Not-Call Restrictions, Limitations on Prerecorded Calls, and Limitations on Calls and Texts to Mobile Phones using an Autodialer.

The twist for many schools is that tax-exempt, nonprofit organizations are not subject to some provisions of the TCPA. Schools that send out informational and educational information are well within the bounds of allowable territory. Nonprofits in general are not held to as high of a standard as commercial organizations in terms of getting consent before calling or messaging. For nonprofits they must have oral consent or express consent. For example, this could come from the Common Application or an opt-in box on a webform or inquiry card.

And if a student provides a cellphone number, schools are free to assume consent. (We also recommend confirming consent via an initial text message, but there’s more on that below.)

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Topics: College Admissions, colleges, messaging, texting, recruitment

Your students are messaging. Are you?

Posted by Brian Ruhlmann on October 14, 2016

Text messaging and messaging apps are trending up as more and more people, especially young people, get smartphones and use them to communicate with one another and the world at large.

Messaging has both great breadth, in terms of the vast audience it reaches, and great depth, in terms of how engaged and responsive recipients of messages are. Consider:

  • The number of users on messaging applications has exceeded the number of users on social media. Check out Business Insider's report showing the rapid expansion of messaging:
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Topics: chatbot, College Admissions, colleges, texting, retention, student success, facebook messenger, recruitment

Back-to-School Excitement, New Ventures and Big Dreams

Posted by Kirk Daulerio on September 1, 2016

Happy New Year!

I’ve always loved the week leading up to Labor Day. The dog days of summer are nearing their end, the sun is setting earlier, nights are cooler, and at home here in northern New England, the water just got warm enough to swim in:

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Topics: Georgia State, chatbot, founders keepers, colleges, chatbots, messaging, texting, retention, student success, West Texas A&M