Nudging for Success

Press Release: “A groundbreaking report published today by ideas42 reveals several innovations that college administrators and policymakers can leverage to significantly improve college graduation rates at a time where completion is more out of reach than ever for millions of students.

The student path through college to graduation day is strewn with subtle, often invisible barriers that, over time, hinder students’ progress and cause some of them to drop out entirely. In Nudging for Success: Using Behavioral Science to Improve the Postsecondary Student Journey, ideas42 focuses on simple, low-cost ways to combat these unintentional obstacles and support student persistence and success at every stage in the college experience, from pre-admission to post-graduation. Teams worked with students, faculty and administrators at colleges around the country.

Even for students whose tuition is covered by financial aid, whose academic preparation is exemplary, and who are able to commit themselves full-time to their education, the subtle logistical and psychological sticking points can have a huge impact on their ability to persist and fully reap the benefits of a higher education.

Less than 60% of full-time students graduate from four-year colleges within six years, and less than 30% graduate from community colleges within three years. There are a myriad of factors often cited as deterrents to finishing school, such as the cost of tuition or the need to juggle family and work obligations, but behavioral science and the results of this report demonstrate that lesser-known dynamics like self-perception are also at play.

From increasing financial aid filing to fostering positive friend groups and a sense of belonging on campus, the 16 behavioral solutions outlined in Nudging for Success represent the potential for significant impact on the student experience and persistence. At Arizona State University, sending behaviorally-designed email reminders to students and parents about the Free Application for Federal Student Aid (FAFSA) priority deadline increased submissions by 72% and led to an increase in grant awards. Freshman retention among low-income, first generation, under-represented or other students most at risk of dropping out increased by 10% at San Francisco State University with the use of a testimonial video, self-affirming exercises, and monthly messaging aimed at first-time students.

“This evidence demonstrates how behavioral science can be the key to uplifting millions of Americans through education,” said Alissa Fishbane, Managing Director at ideas42. “By approaching the completion crisis from the whole experience of students themselves, administrators and policymakers have the opportunity to reduce the number of students who start, but do not finish, college—students who take on the financial burden of tuition but miss out on the substantial benefits of earning a degree.”

The results of this work drive home the importance of examining the college experience from the student perspective and through the lens of human behavior. College administrators and policymakers can replicate these gains at institutions across the country to make it simpler for students to complete the degree they started in ways that are often easier and less expensive to implement than existing alternatives—paving the way to stronger economic futures for millions of Americans….(More)”