Messaging for Success: A Self-Determination Approach to College Financial Aid Readiness

The purpose of this mixed methods action research study was to implement digital outreach strategies, which would enhance students’ motivation to complete financial aid requirements and scale the departments’ more time-consuming counseling efforts. Using self-determination theory as the primary framework, I implemented the use of a series of emails and text messages sent by students’ admissions recruiters to a group of first-year students admitted to a large, public Land Grant Institution. The messages were framed to enhance students’ autonomy, competence, and relatedness the summer before they enrolled. The digital campaign was also supported by supplemental opportunities, including virtual appointments, a targeted webpage, and virtual workshops. Following the intervention, I compared the enrollment and financial outcomes of participants and a comparison group. Intervention and comparison groups were also surveyed about their perceived levels of self-determination and satisfaction prior to high school graduation and the summer before enrolling at the university. Additionally, selected students from both groups were interviewed during their first semester at the university. There were no statistically significant differences in students’ perceived self-determination, satisfaction, enrollment, and financial aid outcomes following the intervention. Relatedness increased significantly across the two times of assessment indicating all students developed stronger relationships with those from the university’s financial aid and admissions offices, which boded well for students just entering the university. In logistic regression analyses, Pell Grant eligibility was a significant factor associated with negative financial aid outcomes of owing a student account balance of $500 or greater and not completing financial aid requirements on time. Taken together with qualitative interviews, these findings suggest a need for additional one-on-one or other high-touch support methods, to support admitted students in the financial aid process.