It’s Time To Fix How Colleges Talk About And Explain Financial Aid

In this episode, Jeremy sits down with Tara Durante to have an important conversation about the hardest, most confusing part of the college search process for students, families, and even a lot of college admissions counselors and enrollment marketers - financial aid. Key takeaways from this episode include: 

Key Takeaways

• Simplify Financial Aid Communications: Most financial aid messages are either overly vague or too dense, making it hard for students and families to understand. Use clear, audience-centered language that respects their level of financial literacy.
• Bridge Admissions and Financial Aid: Collaboration between these teams is crucial but often hindered by differing goals. Regular meetings and shared strategies can align their efforts.
• Invest in On-Demand Resources: Colleges should provide videos, walkthroughs, and tools that explain financial aid processes in an accessible and relatable way.
• De-Jargon Your Content: Avoid institution-focused language. Instead, create financial aid materials that are intuitive for students, parents, and counselors to navigate.
• Audit Financial Aid Content: Regularly review website copy, emails, and visuals to ensure they align with your institution’s mission, resonate with your audience, and eliminate unintentional bias.

‍

Episode Summary

What’s the Biggest Communication Mistake in Financial Aid?

According to Tara Durante, one of the most common errors is assigning the wrong resources to create financial aid communications. Many institutions rely on staff from financial aid offices who lack expertise in web copywriting or communication professionals who don’t fully understand financial aid. This results in communications that are either too vague or too complex. The solution lies in creating content that is student-centered and actionable, making the financial aid process less intimidating.

‍

Why Are Financial Aid Conversations So Difficult?

Money is inherently personal, and family dynamics can make financial discussions even more challenging. Many students are not privy to their family’s financial situation, which can make navigating the process alone daunting. Tara emphasizes the need for colleges to foster transparency and compassion in their financial aid messaging. She advises institutions to frame their communications around their mission, particularly if they aim to promote access and equity.

‍

How Can Institutions Improve Financial Aid Websites?

Tara highlights the importance of investing in financial aid websites that prioritize user experience. This includes offering clear, jargon-free information, on-demand videos, and interactive tools. She also stresses the importance of ensuring that visuals and messaging are inclusive and reflective of the institution's values.

‍

How Do You Foster Collaboration Between Admissions and Financial Aid?

Tara and Jeremy agree that regular, intentional communication between admissions and financial aid teams is essential. Institutions should hold biweekly or monthly meetings to discuss data, align messaging, and strategize. Tara suggests enlisting a communications specialist who can act as a bridge between these two teams to ensure cohesive messaging.

‍

What Should Colleges Do About Upcoming FAFSA Changes?

With the FAFSA simplifications set to debut, institutions need to prepare now by creating proactive communication strategies. Tara recommends simplifying messaging even further and ensuring students and families have access to resources that guide them through the new process.

This episode is brought to you by our friends at DD Agency:

DD Agency is a higher ed-specific marketing technology agency that has conducted countless SEO Audits for colleges and universities across the country. 

In these audits, they detail where you currently rank, what you could be ranking for, exactly how copy should be tweaked on website pages, and much more. 

If this sounds like something you could benefit from, give those folks a ping and be sure to mention that Enrollify sent you to claim a 10% discount on any of their SEO offerings. 

Head on over to enrollify.org/ddaseo, or simply follow the link in the show notes below…that will guarantee you get a 10% discount off of your audit. 

About the Enrollify Podcast Network 

Mission Admission is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jaime Hunt, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!