12/19/2020
It has turned out that applications are up this year, rather than down as many predicted. This is a helpful summary from a fellow member of IECA--DM for link.
"Class of 2025 Increase in Applications from Previous Year:
Brown 22%
Dartmouth 29%
Duke 17.76%
Emory 8%
Harvard 57%
University of Georgia 27%
University of Pennsylvania 23%
Yale 38%
When the pandemic first hit, everyone predicted that applications would decrease similar to enrollment numbers. But in fact, at the most select schools, the opposite has occurred. Below are some reasons why.
Pivot to virtual: Colleges pivoted to virtual information sessions, tours, and student panels. These digital recruitment platforms had a much broader reach.
Increased presence on social media: Colleges became marketing machines with ongoing efforts to connect with students through Instagram, Tik Tok, one-on-one Zoom calls, etc.
Increased awareness led to increased applications: These efforts created unprecedented access and awareness of schools that many students would not have felt were within their reach in the past.
Test optional policies lowered the barrier: The percentage of students who submitted test scores this year through ED ranged from a low of 27% at Cornell to 68% at Penn. Colleges had no choice but to rely on other factors to make their decisions.
Yield protection: You may be shaking your head if you or someone you know got deferred from their âsafetyâ. This is more and more the trend as colleges do not want to admit students they know will unlikely attend.
Bidenâs election: With a new impending president, international applications rose at many institutions. Tufts reported that their international applications rose 30% and most were submitted after the election." Again, DM for link if interested.
Here are my suggestions for families right now:
1) Never forget that colleges (even though they hold non-profit status) are businesses that deploy sophisticated Enrollment Management and Marketing strategies.
2) Application increase does not mean that the education has improved at any institution, it just means more people have applied. This increase in applications will result in a lot of revenue for already wealthy institutions. Harvard received 10,086 early applications this year and the application fee is $75.00. Of course, some small percentage had the application fee waived, but Harvard most likely made more than $750,000 in early application fees alone.
3) Yield Protection is a reality at a number of well known institutions. The experience of being deferred is painful for every teenager and explaining yield protection to them does not not soften the blow. Parents, please do your research on the front end and ask for help from your school counselor or independent counselor. If you need help thinking about the rest of the rest of this admissions cycle, please contact me.
4) The media focuses on a very small percentage of name brand schools. There are many other institutions that will not experience applications increase like the ones mentioned above. Be sure to consider schools that are not brand name. There are many great places out there that would love to educate your child and serve all their students well.
5) Parents, don't allow your student to make decisions out of fear. This is not the time to file a bunch of applications to additional selective schools. I have yet to see that strategy end in a desirable outcome for a family. If you want to add schools to the list at this time, add schools where your child is the 75th percentile of those admitted last year and that you have confirmed you can afford the cost of attendance. The temptation to panic and shotgun spray applications is strong, but please resist it!
I love working with teenagers and I see firsthand how hard the sting of a deferral or denial is for teenager. Adults need to model confidence and calm always, but especially at this vulnerable time for a student. You will love your child well by reminding that having a rewarding career and meaningful life is not contingent on where one attends college. That quiet truth gets drowned out by the din of the application process.