Submitted by Aden Hayes on August 6, 2015 - 3:00am
Just over two years ago, I wrote to the campus community to reveal the dire financial situation of our college. It is painful to recall the details, but revenues were falling, we were in serious debt and we had no viable plan for paying off what we owed in order to move forward as an institution.
After 24 months of difficult decisions and sometimes painful implementations, today I am both pleased and proud to tell you that St. Bridget’s is well on the way to reversing our indebtedness and putting the college on a solid financial footing. As part of this process, we are modernizing and streamlining the college to face the rest of the 21st century.
It has not been easy, and I thank all members of the community who took the time to understand our situation, contributed ideas and supported the sometimes painful, radical change that was necessary to save our college.
Part 1 of This Series
In an earlier essay, Aden Hayes
suggested that many small
colleges are kidding themselves
about their financial viability, and
imagined the conversation they
should be having. Read more.
In June 2015, the Board of Trustees met to discuss our very difficult situation and to make major decisions. It was decided -- correctly, I think -- that the college needed fundamental changes, and not simply a fund-raising effort to “Save St. Bridget’s.”
At its meeting two years ago the board recognized that we faced major challenges and felt that all of us -- including me -- needed advice, counsel and guidance in achieving the turnaround we all sought.
The board approved the retention of an experienced, nonprofit consultancy to help us strategize. But it was the board’s call to the entire college community to step forward with ideas, with energy and with inspiration that really set us on the right track.
With the help of faculty members, administration, students and our strategic consultancy partners, we have together achieved marvelous results:
Outreach. Our first goal was to reverse declining enrollments and a low yield rate. Of the five administrative positions that were eliminated as part of our restructuring plan, three professionals transitioned to the newly expanded and fortified office of St. Bridget’s Outreach.
The initiatives undertaken by this office are most impressive: presentations at more than 200 high schools in our state and in other parts of the Northeast; a highly successful online information campaign involving social media; the naming of five St. Bridget’s seniors as brand ambassadors with responsibility for outreach not just through local high schools but via clubs, sports teams, young enterprise projects and other affinity groupings; the establishment of a permanent representative of the college in the largest city in our state with responsibility for communication to high schools, interaction with media, assistance to college personnel and students when they visit the city, and serving as institutional ambassador.
Study abroad. Eighteen months ago we transferred our tiny study abroad program from London -- where it competed with nearly 80 other U.S. college and university programs -- to Sanya, on Hainan Island, China, a beautiful, small university city. We have partnered with Quingzhou University, and changed our model from exclusively classroom study to intensive Mandarin and Chinese culture classes combined with internships at local companies and organizations. This has proved to be a very popular option, and we have moved from barely breaking even with our own students in London to hosting young people from seven U.S. colleges in our new program, set to increase to 12 partner colleges in 2018.
In addition to being much more practically oriented than the London classroom and library experience, our Sanya program represents a significant source of income for St. Bridget’s and is on target to position us among the leaders in experiential education in China.
Teacher training. Working closely with our nonprofit consultancy and the St. Bridget’s Education Department, our education major has received a significant upgrade. Students now do a full major in an academic field, in addition to their education courses and teacher training. This has resulted in a significant strengthening of both the Education Department and the major. We have partnered with six local school districts to receive our students as practice teachers in their final year of study, and of the 41 St. Bridget’s seniors who did their practice teaching this year in our partner school districts, 35 have received job offers to start full time in August.
Part-time adult learners. We have established an office dedicated to adult learners from the surrounding community, including active-duty service personnel and spouses at nearby Fort George Patton. We have applied to be placed on the approved list of institutions under the Military Tuition Assistance Act, whereby the Department of Defense pays tuition and fees directly to the college, for approved courses.
Using the validation and accreditation criteria of Excelsior College, we have begun to accept credits for learning done outside the traditional, four-year residential college system. This will be especially important for our adult learners seeking a St. Bridget’s degree.
Online learning. St. Bridget’s has joined the Liberal Arts Consortium for Online Learning, and we have incorporated Coursera content into two of our highest-enrollment courses, American History and The American System of Justice. Plans are underway to use Coursera in at least five more popular courses, which will produce significant savings in instruction costs in those courses, and free up faculty to provide a wider range of courses in their specialties, or for other teaching and administrative duties on campus.
Equally important, Professors Smith and Higgenbottom of the St. Bridget’s Biology Department are at work with colleagues from two other regional liberal arts college to produce a complete, online Fundamentals of Biology course aimed at nontraditional learners. This initiative, and its spin-offs, may bring significant revenue to our college.
Centralized purchasing. We have partnered with an agency whose sole job is purchasing for more than 100 college campuses across the Northeast. With their economies of scale, they are able to receive price discounts that we could never achieve on our own. As a result, academic departments are no longer responsible for their own purchasing, and everything from paper to toner to ballpoint pens is now uniform across campus. As soon as stocks are exhausted and need to be replaced, this will run to whiteboards, laser pointers and other durable goods.
Generating nontraditional revenue. We have sold All Saints Hall to a Singapore investment fund and leased it back at a stable rent for a period of 10 years with an option for a further 25 years. And we plan to sell two more college buildings within the next year. This initiative alone is programmed to bring in $2.5 million in the period through June 2018.
Outsourcing. We have contracted for many campus services, including landscaping and snow removal, so that we pay for these services only as we need them. We have sold all landscaping and snow removal equipment to the contracted firm, generating revenue in the five figures.
Enrollment upgrade. Working with our consultant partners, we have upgraded our enrollment software and streamlined the application process. Prospective students now automatically get individualized follow-up communication tailored to their academic interests and are put into contact with faculty in the areas where they might study. All this has meant a much more personalized application and acceptance process, and I am pleased to say that this past spring we admitted approximately the same number of students as we did two years ago, but the yield rose from 35 to 68 percent -- a significant increase in the number of students who have committed to St. Bridget’s for the coming fall.
Our streamlining has necessitated some difficult decisions that affected our community:
We have closed two academic programs that had been underenrolled for years -- including the interdisciplinary program in Northeast Studies, which competed directly with a similar program at the nearby state university. Three departments had their majors eliminated -- German, anthropology and creative writing -- and were merged into one service department providing 100- and 200-level courses to fulfill the college’s general education requirements.
Nine faculty positions were eliminated, and some of these faculty members found other academic jobs outside St. Bridget’s. For six who did not, the college contracted a professional counseling and coaching service specializing in transitions from the academic to the private sector.
Those are some of the initiatives we have undertaken in the past two years. But we are not stopping there. By June of 2018 I hope to announce more major changes, at least in the following areas:
We will be merging all foreign languages into a single department. At least two foreign language majors will be eliminated, and these languages will become service departments. They will take the initiative to partner with stronger departments to add language skills to business, education, psychology, criminal justice and possibly other majors. I emphasize that this initiative must be led from the departments themselves, not directed from my office.
The provost, the Academic Affairs Committee and I will begin to look at the research interests and production of faculty members, particularly in the humanities, with a view to encouraging these interests to become more closely aligned with teaching duties. We want research to result in more effective teachers, and research at St. Bridget’s should be aimed, first and foremost, at improving instruction on our campus, and these priorities will be taken into consideration in tenure and promotion decisions.
Research and publication will benefit faculty members at other institutions only insofar as their aims, like ours, are laser focused on the highest-quality teaching performance.
Under the guidance of our consultants, we are looking into joining an online library consortium, using the collection of Johns Hopkins University, one of the top-ranked institutions in the nation. This will reduce the need for new book purchases and eliminate subscriptions to very expensive scientific journals. For the time being, the current library will continue to operate as a basic study resource with a skeletal staff.
As I said earlier, we plan to sell and then lease back two more buildings on campus and are in the process of determining which those will be.
We are also determined to move the few St. Bridget’s sports teams still competing in Division II to Division III. Athletic scholarships will be eliminated, and we plan to apply the savings achieved to strengthen intramural and club sports, with a view to participation by a maximum numbers of students, at a wide range of skill levels.
At the suggestion of Professor Kim of the Computer Science Department, we have decided to change the configuration of several college office buildings to free up space. Although this is still in the planning stages, it is our vision that only heads of administrative departments and chairs of academic departments will have private offices. All other staff will share open spaces for university-related duties, and they will be assigned desks based upon need. Conference rooms will be available for professors’ office hours as well as other meetings, and these will be assigned on a full-semester or one-time basis. Following a trend in the IT and other industries, the college is contemplating a one-time subvention for faculty to set up home offices.
There will be more initiatives for the improvement and streamlining of our college, and I look forward to working with you on these, in due course. Meanwhile, I again thank the entire St. Bridget’s College community for its help, support and enthusiasm in our turnaround.
Aden Hayes is executive director of the Foundation for Practical Education.
Last week, the Department of Education walked back from its plans to develop a comprehensive college ratings system. In its place, the department plans to release “easy-to-use tools that will provide students with more data than ever before to compare college costs and outcomes.”
But is anyone actually using these tools, and are the interfaces, graphics and user experiences designed to actually help students? And how “easy to use” will these new tools be?
To better understand what works and what doesn’t, I recently co-wrote a report with Healey Whitsett, now of the Pew Charitable Trust, that provides best practices on how to design and deliver information to help prospective college students navigate the best programs available for them. The department should turn to these principles as it develops its new tools to maximize their effectiveness.
We synthesized scores of studies on behavioral economics, information search, retention, and bottlenecks that get in the way and break down the proper processing of information – and recommended ways to design tools so students get the information they need to make more informed decisions about where to go to school, what to study, and how to pay for it. We also recommend that designers target their efforts at students from low-income families, as unfortunately, they’re the least likely spend a lot of time searching for information.
For example, designers shouldn’t try and cram too much information in one place. Cognitive research tells us this overwhelms the reader and makes it difficult to comprehend and retain the information.
In one study, researchers compared individuals' interactions with the standard mortgage disclosure form, against a redesigned, better organized prototype: borrowers using the redesigned form were 38 percentage points more likely to correctly identify the amount of the loan, and 11 percentage points more likely to correctly identify their monthly payment amount. Since students are unable to identify how much money they took out in student loans, redesigning these forms makes a lot of sense.
The literature also demonstrates the importance of personally tailored information: Consumers are much more likely to identify, remember, and use information if it is personally relevant to them. That’s why broad national rankings are probably only so useful to students and families. In this regard, the Department seems to be on the right track by making the tools “customizable” to the user.
Our research also finds that higher education stakeholders shouldn’t present students with too many options of comparison. With 7,000 colleges and universities to choose from, it’s critical that we figure out manageable ways for students to compare a limited set of schools that tailor to their interests, or they risk facing what we call the “tyranny of choice.”
A study by Judith Scott-Clayton at the Community College Resource Center at Columbia University's Teachers College showed that too many choices in community college majors or programs may overwhelm and discourage students from persisting in and succeeding at earning a credential.
Furthermore, information should be as personally tailored as possible, as individually contextualized information is much more likely to be recalled and used in decision making.
Aspiring students must also be able to compare and contrast their school and loan choices. It would be very difficult to choose which school to attend if you knew the graduation rate of one and the list of majors of the other. They must be able to compare the same variables side by side.
Fortunately, it looks like Congressional leaders are interested in arming students with more information as well. In its white paper on proposals for reauthorizing the Higher Education Act, the Senate Health, Education, Labor and Pensions Committee called for “extensive consumer testing on what information is needed and how it should be presented” and to “[a]pply this research to any federally produced consumer tools and make the research available publicly to voluntarily inform the market.”
The House Education and Workforce Committee recently said, “Access to better information will empower students with the knowledge they need to make smart decisions in the college marketplace.”
We hope that the department will take note of this research as it designs this new tool and we also applaud department officials for committing to work with outside parties to design their own mobile apps and interfaces optimized for usability. After all, aspiring students can have all the data and information in the world, but if it’s not packaged and delivered in a way that’s useful to them, then we’re wasting our time.
Tom Allison is research and policy manager at Young Invincibles.