As institutions feel pressure to recruit rural students for both mission- and business-related reasons, it is increasingly important to understand the roots of college-going culture in rural communities and the difficulties higher ed faces when it comes to rural student recruitment.
Our briefing for institutional leaders outlines the reasons why the college-going rate for rural students lags behind urban and suburban peers, the primary worries rural students have about college, and the challenging nature of recruiting in rural areas across the country.
Download the full briefing or explore each section below.
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Rural students are academically prepared, but their college achievement rates lag behind urban and suburban peers
28%
Rural students across the country often perform academically at levels equal to or better than their urban and suburban peers through high school.
Despite this, the college-going rate for rural students is substantially below the rates for urban and suburban students, a phenomenon that arises through a combination of geographic, economic, and cultural factors.
Rural students have three primary concerns about college fit and preparedness
1. “Will I fit in?”
Many rural students share a central concern that their beliefs and values will not be welcomed on college and university campuses.
2. “How Does College Align With My Goals?”
Recruitment messaging often focuses on opportunities in bigger cities and towns, but not all rural students aspire to leave. They need to see their goals and plans reflected in an institution’s messaging before they’ll consider it as an option.
3. “Where Do I Get College Guidance?”
For many rural teens, guidance is often limited or not available, making it more difficult to assess options and plan for a career.
The scale of rural America compounds the challenge for colleges and universities
70%
Millions of students attend school in rural areas across the country, and by the very rural nature of their hometowns, they are spread out and difficult to reach.
Institutions that wish to reach rural students must be innovative with their initiatives while still providing thoughtful programs and being mindful of the importance of in-person communication across the country’s rural communities.
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