(The President's Letter, March 2012)
Spring
is enrollment decision time for many high school seniors, when the best and
brightest are making their final college selections. Increasingly, many are considering Bethany
because of its size, secure location close to a major metropolitan area,
outstanding academic reputation and opportunity for meaningful, collaborative
relationships with faculty and staff.
Despite
Bethany’s strong momentum in enrollment in recent years and many accolades for
academic quality, value, outcomes and affordability (the College was recently
recognized as 22nd in the nation in the “Most Popular Liberal Arts
Colleges” category by US News & World Report), enrollment challenges have
never been greater. Student and family
demographics are changing, while financial support from federal and state
governments continues to erode.
Competition is becoming ever more intense.
“Cost pressure, the changing wage structure of the US economy, and the
complexity of financial aid policy combine to reduce access to higher education
below what we need in the 21st century labor market,” state Robert B. Archibald
and David H. Feldmen, professors of economics at the College
of William and Mary and co-authors of Why Does College Cost So Much?
That
Bethany continues to thrive despite these challenges speaks well for the
commitment and excellence of our trustees, faculty and alumni as well as our
success in adapting the mission of our founders to contemporary needs of a
changing global society.
On
the plus side, Bethany continues to attract both talented and increasingly
diverse students. Our 2011 enrollment was the strongest since 1976-77; three of
the last four incoming classes have been the largest in more than 30
years. Last fall’s academic profile was
the most impressive in 11 years. Bethany has increased nationwide recruiting of
new students from as far away as San Diego and Boston. Pennsylvania remains our largest feeder state,
followed by Ohio.
Moreover,
inquiries from prospective students are steadily mounting. In the past four
years, the College has received more than 150,000 contacts. From that pool, we typically receive an
annual “yield” of 1,500 to 2,000 applications for an incoming class of 275
freshmen. Last year, 57 percent were
accepted in an increasingly selective process.
In addition, we accept 50 transfer students per year.
New
students cite the beauty of the campus, our remarkable history and rich variety
of more than 30 academic majors. Others appreciate the historic, safe, small-town
setting in proximity to cities like Pittsburgh and Columbus. Students from outside the region value the
convenience of campus to the Pittsburgh International Airport, just 40 minutes
away. Bethany’s diverse student life program, with a large percentage of
scholar-athletes choosing to participate in one of our 22 intercollegiate
sports or in the Equestrian Club, is also a major draw. Some elect to join one of our eight national
fraternities or sororities.
Despite
the vibrant state of our campus and growing reputation as a small college of
national distinction, however, Bethany joins other independent liberal arts
colleges in continuing to face challenges in recruiting and retaining
well-qualified students. Affordability
and financial aid issues are often paramount in the college decisions of
families. Last month at a briefing on
federal student aid issues at the annual meeting of the National Association of
Independent Colleges and Universities (NAICU) on Capitol Hill, I learned that
new government policies are steadily chipping away at student loan benefits.
The $35 billion Pell Grant program, which enrolls 9.4 million recipients, will
see an interest increase effective July 1 of this year, while new eligibility
requirements will cap maximum benefits, drop the enrollment period from 9 to 6
years and eliminate benefits while decreasing those who are eligible to receive
aid based upon family income.
This
program, which has enabled generations of Americans to attend college, needs to
be overhauled for long-term stability. Likewise, the Stafford Direct Loan
Program, on which many of our families rely, has issued changed guidelines on
its grace period for repayment of interest for new subsidies.
Added
to all of this is the fact that students are making their college decisions
much earlier than in the past, many by the end of their junior years some begin
the search process as early as their freshman year in high school.
Bethany
clearly needs to maximize all of our enrollment strategies. That includes the
proactive involvement of alumni and friends in the admissions process. Word of mouth from current students as well
as others within the Bethany community continues to be the best source of new Bethanians
who can flourish in the student-centered environment we offer.
Our
alumni frequently ask,”How can I help?” Allow
me to suggest the following ways:
¨ Bring
a prospective student to an alumni event near you;
¨ If
possible, bring him or her to campus for a visit;
¨ Serve
as an active referral, and let our admissions staff know of prospective
students who need to be contacted;
¨ Speak
at your local high school and/or civic organization;
¨ Talk
about your own Bethany experience to families of high school students who are
your friends and associates.
Two
decades ago, at the outset of the internet age, the author John Naisbet in his Megatrends
described the necessity of “high touch” in a “high tech” age. His observation is just as true today as it
was in 1990 when he wrote the book. With
the possible exception of choosing a career and/or a life partner, the college decision
is among the most personal and critical choices most young men and women will
ever make. There is no stronger recommendation
than that of a successful alumnus or alumna.
Time
after time, our alumni and current students say they chose Bethany because of
the personal recommendation of a neighbor, teacher, or family friend. No
website, CD-Rom or e-blast can trump the referral of a Bethanian who can speak
from the heart about his or her alma mater. Thus, we continue to count on you who
know us best to champion the real, lifetime benefits of a Bethany College
education.
