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Presenters: Johnavae Campbell, CGS StaffJennifer Satalino, CGS OregonNirjan Rai, IHEP

College Goal SundaySite Coordinator Training

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College Goal Sunday

A National Initiative to Increase College Access for Underserved

Populations

Funded by

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Lumina Foundation for Education

Targeted Population:Low-income familiesFirst-generation students

Major Theme Areas:AccessSuccessAdult learners

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Today’s 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

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11:45

12:00

12:15

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12:30

12:45

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Introduction to CGS

Volunteer, charitable program to help low-income families and first-generation students complete the FAFSAAttempts to reduce or eliminate one major barrier to postsecondary education: applying for financial aidTo date, CGS served more than 100,000 aspiring college studentsOver 9,000 volunteers & 700 sites annually

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KSKS

WY

OH

OK

WY

OH

OK

DC/DE/MD

CA

DC/DE/MD

CA

KY-$3.5M approved

by LuminaFoundation

- LF receivedtrademark agreement

-LF receivedNASFAA letter

of support

KY-$3.5M approved

by LuminaFoundation

- LF receivedtrademark agreement

-LF receivedNASFAA letter

of support

AZAZ

Funding started from

USA Groupfamily of

companies

Funding started from

USA Groupfamily of

companies

ISFAA foundedCGS in IN with

LillyEndowment

Grant

ISFAA foundedCGS in IN with

LillyEndowment

Grant

19891989 19941994 19971997 19981998 20012001 20022002 20032003

Background

20042004 2005 2006 2007 2008 2009 2005 2006 2007 2008 2009

HI

MI

MO

IL

ME-NASFAA assumed

CGSmanagement

HI

MI

MO

IL

ME-NASFAA assumed

CGSmanagement

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

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CGS StatesCurrent States

Preliminary Planning States

AlaskaWashington

Oregon

Montana

Wyoming

North Dakota

SouthDakota

Arizona NewMexico

ColoradoKansas

Texas

Arkansas

Missouri

LouisianaFlorida

Georgia

So. Carolina

Tennessee

Kentucky

Illinois Indiana

Ohio

Minnesota

Wisconsin

Michigan

Maine

New YorkMassachusetts

Rhode Island

Connecticut

New Jersey

Delaware

Maryland

District of Columbia

Hawaii

Iowa

Mississippi

West Virginia

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Types of Grant Recipients

Financial AidAssociations

StateAgencies

Colleges/Universities

TRIO/Community-Based Organizations

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Management Role with CGS

Share the vision of higher education opportunities for underserved populationsBuild and strengthen networksProvide oversight, technical assistance and trainingConnect volunteersLocal and national fundraising supportCreate interfaces with related servicesProvide support through national partnership organizationsDevelop evaluation tools

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Presented at & Promoted by…

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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 CoordinatorListservNational ForumE Newsletter

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College Goal Sunday Web site

www.CollegeGoalSundayUSA.orgGrant Submission and Report Forms Planning, Implementation, Continuation and Extended

College Access Marketing ToolkitFundraising ToolkitMarketplaceFAFSA Line-by-Line Seven languages

NewslettersBest Practices Toolkit State ProfilesNext Steps

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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

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Expanding Our Reach

PartnershipsCreation 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 FAFSAChallenges of special populations

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Mission-Related Partners

PTAGuidance CounselorEducation departmentsAdult EducationHome School Ass.Offices of the governorState agenciesTRIO/GEAR UPBusinesses and FoundationsKnowHow2Go

College access org.

Financial literacy org.

State and regional

financial aid associations

Professional associations and societies

Community-based organizations (CBO’s)

VITA/Free Tax Assistance Program

Homeless Youth Liaisons

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College Goal Oregon: Making College Access Marketing work for you

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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

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Why do we require CAM plans?

We reach more of our target students this wayWe have two years of data to back up this approachWe have monetary support to learn this new techniqueWe think this will help more efforts than just CGO

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CGO CAM Plans

Unique to each siteDeveloped for your local populationDifferent from your average bearShould make you feel “stretched”

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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

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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 else’s shoes

Involves some risks; you may fail

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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.

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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.

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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.

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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.

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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 Families with a high school diploma or less rely on high school teachers for information. These families also school teachers for information. These families also trust medical professionals.trust medical professionals.

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Build a strong marketing plan (STEP FIVE)

This is where you may feel uncomfortableOur traditional, tried and true methods

might not workCreativity is a good thingOur best practices round table is an even

better thing!You need to believe

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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

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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

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Tactics (STEP FIVE)

This is where you get sneaky and specificThrow a quick after-school reception/training for teachers and coachesEngage your target parents in some brainstormingGive all of your medical professionals the tear off cards from the CGO postersDo something completely out of the ordinary! This is where you stretch!

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Messages (STEP FIVE)

The more education you have, the less likely you are to be laid off

With more education, you’ll increase your earning power

College is affordable

People are willing to help you FOR FREE

Attend College Goal Sunday

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Implement the plan (STEP SIX)

This is your project management phase

ID Tasks, assign people, use your CGO stipend

DON’T DO THIS ALONE!Remember, you have top level buy in,

thanks to the site agreements

Adjust as you go

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Learn as you go (STEP SEVEN)

Create your tracking mechanisms

Collect your data

Tell your story- how did you do?

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Leave a Legacy (STEP EIGHT)

This is the hardest part, but it will pay off!

Critique your efforts

Make a list of what you’ll need next yearThanksgiving list

Pretend you’ll be in Hawaii all of next year; what will your replacement need to know?

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Remember, we’re here to help you

National Office

State Coordinators

Your fellow Site Supervisors

CGS ROCKS!

You are not alone

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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

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Key Points to Remember

College Goal Sunday is a volunteer-run program

The stronger the collaborations, the greater the success

Evaluate and measure

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The Players

Statewide Coordinator

Statewide Site Coordinator

Task Force/Steering Committee

Mission-related partners

Funders and volunteers

Public Relations and Grassroots Outreach

Supporting agency

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Statewide Coordinator

Oversees all aspects of the programChairs task force/steering committeeAttends site visit and trainingUnderstands postsecondary issues in the stateHighly organizedAble to delegate tasksHas support systems

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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

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Site Coordinator Job Description

Site selection • Arrange parking, translation services, computer/internet

access, transportation and any child care

Secure equipment, tables and chairsSet-up presentationOrganize scholarship drawing Select DateDevelop PacketsIdentify site volunteersRequest FAID volunteersForward surveys to the state coordinator

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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.

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Site Planning Team

Diverse knowledge of postsecondary issuesContacts 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

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Site Volunteer Opportunities

OutreachFinancial AidSponsorship DevelopmentFundraisingSurveys/EvaluationsPR and MarketingVolunteer RecruitmentLogisticsCreativity to foster program expansion

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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

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Site Coordination Timeline

September Recruit help Outreach begins Develop media plan

October Fundraising

• Sports team mascots• Family activities• Raffle prizes

Attend college fairsNovember 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

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Real Tips from Site Coordinators

Connections with communitySite selectionVolunteer supportLeadership buy-inLocation Leverage

in-kind resourcesInstitution Media Relations, Outreach

Programs, Student Groups, Faculty

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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

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Do’s and Do Not’s

DO NOTAllow 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

DOMake 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

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Logo and Name Usage

Using Lumina Foundation’s or College Goal Sunday’s Name On first reference, please use Lumina’s 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.

On first reference, please use the program’s 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.

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Stuffing Packets

Next Steps

State and Federal Financial Aid Information

FAFSA Foster Youth Tips

Financial Literacy

Scholarships

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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.

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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

plan5 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.

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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.

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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

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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.

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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

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Special Circumstances

Independent vs. Dependent status

McKinney Vento Act ChangesHomeless Youth

What happens after the FAFSAVerification

Non US Citizens

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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

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Evaluations, cont’d

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

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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%

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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%

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Racial/Ethnic Minority

60%

4%

3%

6%

72%

11%

3%

2%

3%

15%

12%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80%

White (non-Hispanic)

African American

Hispanic

Asian American

American Indian or Alaska Native

Multiracial American Community Survey

College Goal Sunday

Race/ethnicity of 2008 College Goal Sunday participants under age 25 versus 2006 American Community Surveyrespondents 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

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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

17% 19%19%

64%

54%

27%

0%

10%

20%

30%

40%

50%

60%

70%

Under $20,000 $20,000-$40,000

Over $40,000

American CommunitySurvey

College Goal Sunday

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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

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Recommendations

Expanding Target Audience Population

Improving Publicity and Outreach

Increasing Sustainability

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Recommendations

Expanding Target Audience PopulationTarget 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

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Recommendations

Improving Publicity and OutreachIncrease 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

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Recommendations

Increasing SustainabilityEmphasize Fundraising

Sustainability From Early On

Building Partnerships

Cutting Costs

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What We Have Learned

CollaborationsIncluding mission-related partnersOrganizations that work with the target

population

Craft and deliver the right messageUnderstanding the target population

Evaluate and measureStrengthening program effectiveness

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Questions&

Answers