The shocking UNCF survey & the media strategy to promote HBCUs

"The United Negro College Fund (UNCF) released a report titled "Breaking Barriers, Building Bridges" that outlined a startling knowledge gap about HBCUs among students who don't live in areas rich with a large number of black colleges. The 2022 survey included 146 students, teachers, and counselors who live in the West, Midwest, and Northeast and were affiliated with seven high schools in California, Indiana, Massachusetts, and Pennsylvania."

"The findings of the study indicate that over 60% of students surveyed reported having little to no familiarity with HBCUs as an option for college, and over half (53%) of students reported that their school counselors never or rarely suggested attending an HBCU. I think it's interesting that about half of the black participants were not that aware of HBCUs as a viable option for college, and there was a vast number of non-Black participants who weren't familiar with HBCUs as a college option."

"I think this showcases how HBCUs being cultural epicenters help draw attention to our institutions in high concentration areas of black colleges. But once we leave the highly concentrated HBCU regions, we lose that advantage and have to rely on counselors to operate in good faith and on students having a baseline of knowledge that leads them towards our institutions."

A 2022 survey of 146 students, teachers, and counselors in the West, Midwest, and Northeast across seven high schools in California, Indiana, Massachusetts, and Pennsylvania found a significant knowledge gap about HBCUs among students who do not live in HBCU-dense areas. Over 60% of students reported little to no familiarity with HBCUs as a college option, and 53% said their counselors never or rarely suggested HBCUs. Awareness was limited among both Black and non-Black participants, narrowing for Black respondents but remaining substantial. Reliance on geographic proximity and inconsistent counselor guidance reduces HBCU consideration. Earned, organic, and paid media strategies are recommended to increase awareness among educators and students.

Read at ClutchPoints