With Free Application for Federal Student Aid (FAFSA) completion rates for high school seniors lagging substantially, the National
College Attainment Network (NCAN) has quickly scoped a national digital communications campaign to help the Class of 2024 reach at least the same rate of FAFSA completion as the Class of 2023. “Regardless of the delays and setbacks in the
rollout of the new FAFSA, these students need and deserve access to higher education financial aid for which they are qualified,” NCAN CEO Kim Cook said. With the online FAFSA now functioning adequately and many colleges and universities pushing back
their windows for students to commit, we have a narrow but real opportunity to reach students digitally and urge them to #DoTheFASFA. NCAN is committed to doing everything possible to prevent a disastrous drop in college enrollment
this fall, especially for students of color and students from low-income backgrounds
The campaign’s focus is on young people ages 17-20 from families with incomes $60,000 or less with an emphasis on those of color, which is a national audience of 6.5 million. The goal is to encourage an additional 375,000 students to complete the FAFSA by August 31 and to connect them with resources to help them fill out the form. Although the campaign is framed to help high school seniors, it will also reach students up to age 20 who are already enrolled in college and who
need encouragement to submit their FAFSA renewal. Early data from the US Department of Education shows that as of March 31, FAFSA renewals are also far behind, about 28% lower than in 2021-22.
The total campaign will cost $2.3 to $3.9 million, and NCAN has received an initial $1.2M in commitments from six funders. We will raise an additional $1.1M to $2.7M and ask all funders to consider a contribution. Local, regional, and
state funders will benefit from joining this effort. The paid digital campaign will cover the whole country and reach students from low-income backgrounds in every state and community across multiple channels. In addition, NCAN will make our creative
social posts available to partners beginning in mid-May for customization directly to their local audiences and sharing information about local FAFSA completion support resources. The paid national campaign will help state and local efforts reach
their students more effectively than they would alone.
The #DoTheFAFSA campaign will run from mid-May to August 2024 will include the following elements:
A paid digital media FAFSA completion campaign that uses compelling creative and messaging with an animated video in a combination of paid and organic social media across TikTok, Snapchat, Instagram, Twitch, and YouTube.
A paid influencer campaign
Coordinated outreach to potential high-profile volunteer influencers
Outreach and coordination with partners and volunteers
We know social media is the best way to reach young people where they are, and influencers can be especially effective because they have an authentic connection to their audiences and credibility based on their shared experiences (e.g., navigating college
or life decisions).
NCAN has selected GMMB as the communications partner for this project. GMMB has already developed a FAFSA messaging toolkit, supported by the Bill & Melinda Gates Foundation, so the firm is well
positioned to execute the #DoTheFAFSA campaign on an unusually short timeframe. GMMB is a full-service, cause-driven national communications agency with offices in Washington, DC, Seattle, WA, and San Francisco, CA. They have a track record of creating
digital campaigns that are targeted, engaging, and, most importantly, effective in getting people the information they need to act. They connect with audiences and consider channel, device, and content associations to develop compelling visual, digital,
and text-based approaches. GMMB has specific experience engaging emerging adults and young adults with relevant and compelling content on education, health care, and public health.
For more information and to discuss an investment, please contact NCAN Chief External Relations Officer Elizabeth Morgan at morgane@ncan.org.
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