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\nCo-sponsored by:  \nContents  \nMeeting Families Where They Are ................................................................................................................ 3  \nTop 10 Findings ..........................................................................................................................................................4  \nThe Secret Sauce: What Today’s Families Want in a College ..................................................... 5  \nUnlocking Access: Are Prospective Families Getting the Resources They Need? ....................................................................................................................................... 11  \nThe Goldilocks Principle: Getting College Communication“Just Right” for Families ........................................................................................................................ 13  \nMind the Gap: What Prospective Families Need to Know and What They Are Still Missing ......................................................................................................... 16  \nWhy Experience Matters: The Power of Personal Connection in the College Search ........................................................................................................................................... 20  \nListening to Families: Bridging the Gap Between College Dreams and Reality ................................................................................................................................................... 23  \nPrice, Perception, and Possibility: What Drives Families’College Decisions ..................................................................................................................................... 27  \nHow College Loan Decisions and Debt Anxiety Shape the Family Journey ............................................................................................................................................ 31  \nBeyond Scholarships: How Loan Repayment Assistance Programs Shape College Choice ............................................................................................................................. 33  \nAbout the Study ........................................................................................................................................ 37  \nAbout the Study Sponsors ................................................................................................................... 39  \n© 2025 RNL | 2025 Prospective Family Engagement Report 2  \nMeeting Families Where They Are  \nChoosing a college is one of the most important decisions families face, and today’s landscape makes that choice more complex than ever. Families juggle various priorities, from affordability and academic fit to campus culture and financial aid, to find the right path for their students.  \nThis report derives fresh insights from nearly 10,000 prospective families across income levels, generational backgrounds, and geographies. The 2025 Prospective Family Engagement Report reveals what families value and uncovers their needs. From financial clarity and academic options to digital access and authentic human connection, these findings spotlight the moments that make or break a family’s college decision and reveal where institutions are missing the mark.  \nWe explore how families wrestle with cost, loan stress, and information gaps. Understanding these priorities helps institutions tailor outreach, communication, and support to meet families where they are and empower them to make informed, confident decisions.  \nCollege planning is not a one-size-fits-all experience. Families today face unprecedented financial pressures, shifting communication preferences, and evolving ideas about college. Institutions must move beyond just broadcasting facts; they must engage with empathy, listen deeply, and provide practical, accessible resources that truly support familie","cbCais6uF20aFOfR","https://ap.wps.com/l/cbCais6uF20aFOfR","pdf",2214924,38,"English","# Contents\n## Meeting Families Where They Are\n## Top 10 Findings\n## The Secret Sauce: What Today’s Families Want in a College\n## Unlocking Access: Are Prospective Families Getting the Resources They Need?\n## The Goldilocks Principle: Getting College Communication “Just Right” for Families\n## Mind the Gap: What Prospective Families Need to Know and What They Are Still Missing\n## Why Experience Matters: The Power of Personal Connection in the College Search\n## Listening to Families: Bridging the Gap Between College Dreams and Reality\n## Price, Perception, and Possibility: What Drives Families’College Decisions\n## How College Loan Decisions and Debt Anxiety Shape the Family Journey\n## Beyond Scholarships: How Loan Repayment Assistance Programs Shape College Choice\n## About the Study\n## About the Study Sponsors","[{\"question\":\"What does the 2025 report focus on for prospective families?\",\"answer\":\"It focuses on what prospective families value when planning for college, including cost clarity, access to resources, effective communication, and authentic human connection.\"},{\"question\":\"How was the report’s insight collected?\",\"answer\":\"The report derives insights from nearly 10,000 prospective families across income levels, generational backgrounds, and geographies.\"},{\"question\":\"What are the main “Top 10 Findings” themes?\",\"answer\":\"The themes include the importance of clear information on costs and programs, the value of campus visits, communication quality with families, and the impact of financial aid, scholarships, and high sticker prices.\"}]","2025 Prospective Family Engagement Report - Overview - What Today’s Families Want in a College - A College Decision Insights Report | PDF",1792060805,96]