Students expect their data to be put to good use

Students report a lack of personalized communications, based on given data, has turned them off from a particular institution

Data use and personalized communications are a deal maker (or breaker) in campus recruitment and future giving.

Students are increasingly using their expectations of and actual experiences with data and personalized communications to dictate their enrollment and future giving, according to a new survey from software and services provider Ellucian.

The annual survey, released at EDUCAUSE 2018, shows that personalized communications weigh heavily in students’ decisions about which institution to attend.

In fact, 87 percent of students who received personalized communications during their application process say it was an important factor in their choice of school. Forty-eight percent of students who applied to multiple colleges used poor communication as one reason not to attend a particular institution.

Laura Ascione