signal vine slides for npea 2016
TRANSCRIPT
Txt4Success: Using Text Messages to Engage Low-Income Students
Alex Bartz, Summer Search Miranda Palter, Signal Vine
Haley Trost, Signal Vine
‣ Gain a better understanding of the power of text messaging as a tool to promote college access and success ‣ Learn how to implement effective text messaging
campaigns and content to engage students and encourage them to act ‣ Gain insight from students’ and practitioners’ initial
feedback in utilizing and implementing texting
LEARNING OUTCOMES
THE ROAD TO AND THROUGH COLLEGE IS FULL OF
COMPLEX INFORMATION
COMMUNICATION IS
CHANGING
STUDENTS DON’T READ
SOCIALMEDIA
ISFRAGMENTED
AND
90%+ OF STUDENTS TEXT
CAPTIVATE
TEXT MESSAGES:
CAPTIVATE
SIMPLIFY
TEXT MESSAGES:
CAPTIVATE
SIMPLIFY
INTERACT
TEXT MESSAGES:
CAPTIVATE
SIMPLIFY
INTERACT
NUDGE
TEXT MESSAGES:
TEXTING WORKS
Summer Nudging: Can Personalized Text
Messages and Peer Mentor Outreach
Increase College Going Among Low-
Income High School Graduates?
Freshman Year Financial Aid Nudges: An
Experiment to Increase FAFSA Renewal
and College Persistence
Summer Melt: Supporting Low-Income
Students Through the Transition to College
Prompting Active Choice Among High-Risk
Borrowers: Evidence from a Student Loan
Counseling Experiment
Castleman & Page, January 2014
Castleman & Page, December 2014
Castleman & Page, October 2014
Barr, Bird, & Castleman, January 2016
11% increase in matriculation
20% increase in persistence
OUTCOMES IN COLLEGE ACCESS & SUCCESS
50
60
70
80
No Texts Texts Texts w/o Defined
College Plans
Impact on College Enrollment
S U M M E R S E A R C H
S U M M E R S E A R C H :H E L P I N G Y O U N G P E O P L E S O A R
APRIL 2016
1
S U M M E R S E A R C H
BEGIN. BELIEVE. BECOME.Summer Search offers a life-changing program for low-income students that transforms what they believe is possible for themselves.
2
S U M M E R S E A R C H
OUR REACHA national youth development nonprofit, Summer Search helps students develop the skills and character traits they need to become college educated leaders who give back to their families and communities.
3
S U M M E R S E A R C H
OUR APPROACH
4
S U M M E R S E A R C H
OUR IMPACT
5
S U M M E R S E A R C H
OUR RESULTS
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5,700S i n c e o u r i n c e p t i o n w e h a v e
i n v e s t e d i n
s t u d e n t s n a t i o n a l l y a n d c u r r e n t l y s e r v e
a b o u t 3 , 4 0 0 s t u d e n t s p e r y e a r .
98%
o f o u r s t u d e n t s g r a d u a t e f r o m
h i g h s c h o o l .
89%
o f o u r g r a d u a t i n g s e n i o r s m a t r i c u l a t e
t o c o l l e g e
71%
o f c o l l e g e s t u d e n t sg r a d u a t e d w i t h aB a c h e l o r ’ s d e g r e e
S U M M E R S E A R C H
WHY THE TEXTING PILOT?
7
Launched in response to interest and momentum from the network to integrate texting into our service delivery model.
Two challenges we aim to address through pilot:1. Declining student engagement for students during re-entry after
their summer experience.2. Declining student engagement during senior year, particularly
during summer where disengagement can lead to failure to matriculate to the student's intended college.
The pilot also aims to increase time spent on insight mentoring.
S U M M E R S E A R C H
TEXTING PILOT OVERVIEWFrom October 2015 to October 2017, North Bay juniors and seniors receive actionable personalized messages twice per month that help them complete logistical steps as they prepare for second summer experiences and college.
Goals:1. Increase student engagement toward programmatic involvement
reaching various milestones.2. Increase students’ timely follow-through on critical steps toward
their summer experience and college matriculation.3. Free-up mentors to spend more time focused on insight
mentoring.
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S U M M E R S E A R C H
PILOT DETAILS: PLANNING
9 Research platforms
9 Participate in trainings
9 Learn from early adopters
9 Learn from other organizational users
9 Secure buy-in & funding
9
S U M M E R S E A R C H
PILOT DETAILS: COMMUNICATION
• Animated Video
• FAQ
• Newsletter Update
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S U M M E R S E A R C H
PILOT DETAILS: IMPLEMENTATION• North Bay Students from Class of 2016
and Class of 2017
• One local site staff responding to all ~80 students, devoting about 90 minutes to respond with each scheduled message.
• Printed reports to share at staff meetings and platform data entered into student data base.
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S U M M E R S E A R C H
PILOT DETAILS: EVALUATION
The evaluation measures the impact of the texting platform on:1. Student engagement, satisfaction and outcomes. 2. Staff satisfaction.3. Time spent on insight mentoring.
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Pilot Year 1
• Implementation • Feasibility
Pilot Year 2
• Student engagement
• Student outcomes
S U M M E R S E A R C H
PRELIMINARY RESULTS: ENGAGEMENT
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87 students enrolled8 students opted out84% engagement56% high engagement69% avg response rate
S U M M E R S E A R C H
MESSAGES PROMPT STUDENT ACTION
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S U M M E R S E A R C H
MESSAGES HELP TRACK STUDENT PROGRESS
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S U M M E R S E A R C H
MESSAGES ENCOURAGE PARTICIPATION
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S U M M E R S E A R C H
STUDENT SPOTLIGHT
Geni / Summer Search Class of 2016
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S U M M E R S E A R C H
KEY LESSONS LEARNED
1. Place key stakeholders at the center.
2. Iterate and adopt plans based on what you learn.
3. Build a system to collect and disseminate student information.
4. Students are responsive to the text messages.
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SCALE
TIME
PRIVACY
OVERSIGHT
METRICS
Hi [First_Name], this is [Advisor]. Have you signed up yet for orientation at [College]? Make sure you do this
by [Orientation_Date]. Register here! [College_Webpage]
SCALE COMMUNICATIONS WITH MESSAGE PROGRAMS
Hi Sara, this is Dave.
PERSONALIZATION
RELEVANCE
TIMELINESS/URGENCY
CALL TO ACTION
SAVE TIME WITH DATA-DRIVEN MESSAGING
Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey?
PERSONALIZATION
RELEVANCE
TIMELINESS/URGENCY
CALL TO ACTION
SAVE TIME WITH DATA-DRIVEN MESSAGING
Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Make sure you do this by 9/1/2016.
PERSONALIZATION
RELEVANCE
TIMELINESS/URGENCY
CALL TO ACTION
SAVE TIME WITH DATA-DRIVEN MESSAGING
Hi Sara, this is Dave. Have you signed up yet for orientation at The College of New Jersey? Make sure you do this by 9/1/2016. Register here! www.tcnj.pages.tcnj.edu
PERSONALIZATION
RELEVANCE
TIMELINESS/URGENCY
CALL TO ACTION
SAVE TIME WITH DATA-DRIVEN MESSAGING
SAVE TIME WITH DATA-DRIVEN MESSAGING
Hi Sara, this is Dave. Have you signed up yet for orientation at The
College of New Jersey?
Yes No
Make sure you do this by 9/1/2016. Register here!
www.tcnj.pages.tcnj.edu
Great! Your orientation date is 9/1/2016. For more information about what to bring, check out
www.tcnj.pages.tcnj.edu
ENSURE PRIVATE INTERACTIONS
Student Phone ViewPlatform View
Dave
Dave
OVERSEE COMMUNICATIONS
IN A MULTI-USER INBOX
CAPTURE METRICS IN A DASHBOARD
SIGNAL VINE IS AND IS NOT
One-Way Alerts
Mass Texting
Mobile Marketing
Downloaded
Two-Way Engagement
Personalized & Relevant
Education-Focused
Native SMS
INCREASING CONNECTIONS
IMPROVING OUTCOMES
QUESTIONS?
MIRANDA PALTER
Signal Vine, LLC
(310) 985-1335
HALEY TROST
Signal Vine, LLC
(240) 672-4267
ALEX BARTZ
Summer Search
(614) 499-2653