Texting Non-Traditional Students

Overview

Defining non-traditional students is very difficult. Typically, colleges/universities define non-traditional students or adult-learners as anyone over 25 years old returning to complete a degree or pursuing a college degree for the first time, however, that is a VERY broad definition. Generally, non-traditional students are not so much defined by age, learning goals, or motivations as they are by circumstances.

Characteristics and Patterns of Non-Traditional Students

Per the Association of American Colleges and Universities, 74% of students meet at least one of these conditions:

Financially independent from parents or guardians
Has one or more dependents
Is a single parent or caregiver
Does not have a traditional high school diploma
Delayed or are delaying postsecondary enrollment
Previously enrolled and postponed pursuit of a degree
Attend school part time
Employed full time

When you look at the circumstances, a few obvious patterns appear:

Non-traditional students require flexibility
Need to balance work, family, education
Potential need to communicate with faculty or staff outside of normal work hours
May need exclusively online courses or a combination of online and in-person
- All of those patterns indicate that texting them could make a lot of sense.
Non-traditional students are more discerning
Financially, non-traditional students might need to ensure their investment leads to a prestigious degree rather than the “best four years of my life”
Non-traditional students may have more life experience and are more likely to read between the lines or disregard aspirational marketing copy
Non-traditional students have a better sense of barriers, particularly artificial barriers

Best Practices for Texting Non-Traditional Students

Best practices for Cadence and client institutions for non-traditional students:

Text conversations should still be casual but a bit more elevated in professionalism (i.e., fewer emojis).

Texting should be utilized to nudge non-traditional students just like traditional prospective students.

Utilize fields and ensure information is relevant, useful, and as personalized as possible for the adult recipient. Generally, they are better at recognizing when they have received non-personalized messages.

Consider using a group account so non-traditional students can send texts after normal work hours.

Recruiting based on outcomes should be more about the ability to start quickly and graduate quickly with a bonafide degree. They do not need to feel engaged as students, but they need to feel their experience was worth the investment.

Be very clear and deliberate in texting - less about events and more about helping non-traditional students submit and complete their applications.

Example Texts

Inquiry - “Hi <FIRSTNAME>, thank you for reaching out to Mongoose University. I’m <STAFF FIRST NAME>, your admissions counselor at <School Name>. I look forward to working with you. Please feel free to text me here or my colleagues at <Group Inbox Number> if you have any questions.

Push to Apply - “Hi <FIRSTNAME>, it’s <STAFF FIRST NAME>, your admissions counselor at <School Name>. We’re accepting applications for Mongoose University. Please feel free to text me here or my colleagues at <Group Inbox Number> if you have any questions.

Soft Check-in - “Hi <FIRST NAME>, it’s <STAFF FIRST NAME>, your admissions counselor at <School Name>. I wanted to follow-up. Did you have any questions for me?”

Application Submitted Incomplete - “Hi <FIRST NAME>, it’s <STAFF FIRST NAME>, your admissions counselor at <School Name>. Thanks for your application. I look forward to reviewing it as soon as possible. We are missing <insert document(s)>. Please let me know if you have any questions or if I can assist. The application will be due by <application due date>.”

Application Submitted Complete - “Hi <FIRST NAME>, it’s <STAFF FIRST NAME>, your admissions counselor at <School Name>. Congratulations, your application was received. We’ll review it as quickly as possible and have a decision out soon. Please let me know if you have any questions.”

Application Accepted - “<FIRST NAME>, you’ll receive a very important letter soon, a letter informing you of your ADMISSION TO <Institution Name>! Congratulations! Welcome to the <Mascot> family!”

Financial Aid Intro -”<FIRST NAME>, congratulations again on your admission to <Institution Nickname i.e. Dayton instead of The University of Dayton>. We know that you are making an investment in your education and career. We have resources to help. Please complete the FAFSA form, using <School Code>.”

Financial Aid Follow-up - “<FIRST NAME>, it’s <STAFF FIRST NAME> from <School Nickname>. We sent out your financial aid options. Please let me know if you have any questions.”

Check-In - “<FIRST NAME>, we are so excited that you applied to <School Nickname>. To secure your attendance for <Term>, please give me a call. I’ll walk you through the deposit process.”

Soft check-in - “Hi <FIRST NAME>, it’s <Staff Name> from <School Nickname>. Did you have any questions about <School Nickname>? Please let me know if I can help.”

Finalize Deposit - “Congratulations <FIRST NAME>, you are officially enrolled at <School Nickname>! We will connect you with your academic advisor and other important contacts so you can register for classes and have a guide for getting the most out of your experience at <School Nickname>.”