|
|
 |
Misconceptions and Opportunities
Independent institutions often are not considered a viable option for
families because of a variety of misconceptions. Consider:
- The vast majority of students in any state or region (outside New
England), and even the best-prepared students, regard the public flagship
university as “the best college in my state.” In Illinois,
for example, home to Northwestern University and University of Chicago
(two nationally acclaimed private institutions), only 19 percent of
students named any private college or university as “best in my
state.” (Lutheran Educational Conference
of North America Parent Research, LECNA, Hardwick~Day, 2003)
- Only one-third of students and one-fourth of parents view “liberal
arts” positively, while a third of parents see a liberal arts
education as “a luxury few can afford.” (Comparative
Alumni Survey, Hardwick~Day, 2003)
- Only 14 percent of students and 23 percent of parents have a working
understanding of the concept “liberal arts.” (Intentions
and Perceptions, 1997)
- Families have a very limited understanding of how important faculty
interaction and active, engaged learning are in effective undergraduate
education. (Lutheran Educational Conference
of North America Parent Research, LECNA, Hardwick~Day, 2003)
- Parents see elements such as faculty interaction and engaged learning
as equally available at all types of institutions – public, private,
large, small. (Lutheran Educational Conference
of North America Parent Research, LECNA, Hardwick~Day, 2003)
- Most private colleges have extremely limited name recognition among
both parents and students. (Lutheran
Educational Conference of North America Parent Research, LECNA, Hardwick~Day,
2003)
Still, there is a solid base of public trust and esteem for private colleges.
Forty-five percent of adults say they would prefer a private college for
their children if cost were no issue, while only 25 percent preferred
a public institution, and the remainder claimed no preference. And in
a hierarchy of “trusted institutions,” only the U.S. military
ranks higher than four-year private colleges and universities in public
opinion. (“Survey Says: Do Blow Your Own Horn” by John Ross
and George Dehne, Chronicle of Higher Education, 2003).
In an era when many state university systems are dramatically increasing
tuition, cutting budgets and staff, and limiting enrollment, the independent
sector of higher education has an historic opportunity to close the perceptual
gaps. Independent colleges need to build on that foundation of public
trust, and draw clear contrasts between a “big-box” degree
and the kind of personalized, engaging, and challenging education students
receive from independent colleges and universities.
|
|
