Cutting scholarships and funding more bursaries
Emma Hattersley’s comments in the Telegraph urging independent schools to reduce scholarship investment and increase bursary spend is right on trend. MTC has been doing more work lately, helping schools to identify less well-off families, and assisting them with the right communications to encourage applications. We use our Catchmentor market analysis to identify areas where less well-off families live, and assist schools in targeting these families. Catchmentor is mostly used to identify families who can afford the fees, but we use it more frequently now to identify bursary families, and assist schools in developing community links.
Our experience of establishing bursary schemes with schools has shown that it’s not just a question of fee assistance. Families in the catchment are missed because the method of communication and content has not been focused on their needs, and more importantly, the concerns of the family and the pupil. A number of really good bursary applications proceed a long way through the recruitment process, the place is accepted, but the potential pupil drops out at a late stage because of fears about fitting in, and loss of their existing peer group. As many know, the whole process requires a quite different nurturing approach throughout the recruitment process and more support once the child does become a pupil. Schemes that develop relationships well before an application is made forge trust and confidence. Assistance with uniform, other educational expenses and transport can make all the difference too. To find out more about how MTC can help with your bursary recruitment email Melanie Tucker at firstname.lastname@example.org