It’s harder than ever for, but some schools are meeting that challenge with creativity. In this column, called The Pipeline, we’ll spotlight creative tactics colleges use to cut through the noise and reach prospective students throughout recruitment and enrollment.
Lanyards. Keychains. T-shirts. The typical giftsare ordinary. But this , the University of Puget Sound is going differently. Rather than spend $25,000 on school swag, the private Washington University is donating the amount to several . “We spend every year, like every institution does, trying to find ways to engage with our students and get them excited about being admitted to the university,” said Matthew Boyce, for enrollment. “Instead of giving something that isn’t sustainable, we could offer an opportunity to to our community.”
Whentheir maroon and brown admissions packages, they’ll be directed to a webpage where they can select one of five organizations to send their sliver of the $25,000. The to around 4,000 students, meaning each donation will amount to roughly $6
The donations are meant to appeal to Generation Z members, people born in 1997 or later. According to federal data, they make up the, nearly all of whom are age 24 or younger.
“who are less interested maybe in stuff than they are in their ability to make an impact,” said Lindsay Kubaryk, a senior associate at consultancy EAB.
essential to Gen Z. High school and college-age students have been at the forefront of today’s social movements, from to leading marches .
“They’re thethat there is,” said Corey Seemiller, an author of several books on Gen Z. “ .
Sixty-two percent of Gen Z members — more than any other generation — say increasing racial and ethnic diversity is good for society, according tofrom the Pew Research Center. More than half say humans cause . And 70% say the government should do more to .
The University of Puget Sound chose the five organizations to tap into some of those ideals. Citizens for a Healthy Bay patrols the nearby waterways for pollution and advocates for cleaning up contamination. Another, the Tacoma Community House, helpslearn new skills and find jobs. The other three include a youth activities organization, a food bank, and a support center for .
Students will be able to learn more about the organizations throughproduced by the university. They also can participate in the initiative even if they don’t enroll. University giving donations instead of traditional admissions gifts for future classes. They’ll watch to see if it garners excitement and helps draw . Students, for instance, may up volunteering or interning at one of the organizations. We offering ideas on where the money should go,” Boyce said. “We .