If Schools Text It, Students Will Come


September 22, 2011
by Alexis Mattera

You hear the familiar alert from within your pocket and reach for your cell phone. Is the text message you just received from your best friend, parent or...intended college? 

For the past two years, St. Mary’s University found the students who signed up to receive text message alerts and individual replies from the Texas school were more likely to apply and attend than students who opted out. According to the initiative’s creator, Mongoose Research, 1,923 students signed up out of the 40,000 who showed interest in the university and 30.8 percent of those who did ended up applying, compared with 10.9 percent of all prospective students. Though many of the students who elected to accept the texts were already interested in St. Mary’s and excellent fits for the institution, Mongoose’s president David Marshall said one of the main reasons for the program’s success is that students don’t feel bothered or harassed.

You hear the familiar alert from within your pocket and reach for your cell phone. Is the text message you just received from your best friend, parent or...intended college?

For the past two years, St. Mary’s University found the students who signed up to receive text message alerts and individual replies from the Texas school were more likely to apply and attend than students who opted out. According to the initiative’s creator, Mongoose Research, 1,923 students signed up out of the 40,000 who showed interest in the university and 30.8 percent of those who did ended up applying, compared with 10.9 percent of all prospective students. Though many of the students who elected to accept the texts were already interested in St. Mary’s and excellent fits for the institution, Mongoose’s president David Marshall said one of the main reasons for the program’s success is that students don’t feel bothered or harassed.

Texting prospective students isn’t an admissions staple just yet but it’s poised to be in the near future: Jim Miller, president of the National Association for College Admission Counseling, said, “What I’m hearing from the younger folks is that email is so yesterday and texting is where it’s at.” Would you opt to receive texts from the colleges you’re interested in or prefer they contact you via email, Facebook or snail mail?

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