University criticized for lack of diversity
By Bethany Lavins
Staff Writer
One of the two research projects conducted by Peter D. Hart Research Associates, Inc. in 2007 said the most common criticism from interviewees was the University’s lack of diversity. The report said this denies students and faculty of “fresh perspectives that can challenge beliefs, energize interactions and stimulate greater understanding.” The study found this was exacerbated by the University’s isolation or the phenomenon known as “Bucknell Bubble.”
The first survey, conducted in June, found differing opinions between development and alumni relations staff, Board members and alumni over the University’s strengths and weaknesses.
Summer 2006 discussions between Chief Communications Officer Pete Mackey, President Brian C. Mitchell, alumni, Board of Trustee members, parents and staff said, “Bucknell’s reputation did not match its academic excellence.”
This led the University to commission Peter D.Hart Research Associates to inform the University on how best to attract future students, position itself as one of the nations “Premier institutions of learning” and attract financial support for the “Plan for Bucknell.”
“It is the most comprehensive study Bucknell has ever done of its external constituencies,” Mackey said.
This is based upon research among University alumni, donors, Trustees, Alumni and Parent Board members and leaders in higher education.
According to that report 48 percent of interviewed alumni said the University was only for “a certain type of high school senior.”
In the second report, based on research among admissions prospects, a Rockville perspective student said, “I think socioeconomic[ally] it’s very homogeneous … in terms of minorities on campus … I felt like I didn’t see very many of them.”
Respondents also noted a “lack of Jewish community” and a “WASP-y feel.”
Students at the University recognize the campus uniformity.
“I think that Bucknell’s lack of diversity is sad,” Kristine Bachman ’10 said. “Learning with so many people with similar backgrounds and perspectives as ours won’t help us learn to live in a very diverse world.”
Hart research conducted in fall 2007 among prospective students said the most important aspects of a student’s college experience is “having a good academic and intellectual experience.”
Academically minded students are “slightly less interested” in the University than career or future oriented students.
The survey claimed to attract more “academically minded students.”
Alumni felt that there were uneven career resources available to different majors, especially with the liberal arts majors. Some staff and Board members felt the University needed higher caliber faculty with more energy and leadership.
Several of the college presidents also felt that the University’s problematic history with its Board of Trustees has damaged its legacy.
There were also conflicting views on whether the University was a “first” or “second” tier university, paired with the belief that it could improve.
Study finds University students less scholarly
By Bethany Lavins
Staff Writer
To improve endowment and reputation, higher education leaders and college presidents in Peter D. Hart Research Associates, Inc.’s 2007 research suggested that, among other goals, the University develop a scholarly niche like colleges such as Williams and Oberlin. Developing that niche will require changes in the student body, improved communication with alumni and more cross-campus events.
One college president noted, “Bucknell may not be able to advance into the top 10 of U.S. News and World Report, but it can certainly develop a niche that propels it into the top 20.”
Some staff and board members believe that to advance, the University needs to upgrade the quality of students, in terms of higher SAT scores, academic potential and diverse and independent thinkers.
College presidents and higher education leaders agreed, noting the University’s students, “while ambitious and successful, take a less scholarly approach to their studies; they focus more narrowly on developing a career and focus less on working for broader benefits for their field.”
To foster better outreach, college presidents and higher education leaders recommended recruiting more diverse students, promoting innovations, publicizing speakers, awards and honors and focusing on what the University can offer and comparing it to its “aspirational schools.”
They also claimed that Brian C. Mitchell’s presidency was one of the most attractive factors of the University and should be strongly advertised.
In its survey of the Plan for Bucknell, research found very low awareness about the Plan or its purpose among alumni, the key pool for endowment. Only 39 percent were somewhat familiar, while another 39 percent were not familiar at all with the Plan.
These factors were attributed to a decrease in alumni engagement over time. Just 51 percent of alumni felt they were at least “fairly informed” about the University.
Alumni that were informed applauded “the current administration’s and Board’s foresight in developing a comprehensive and integrated plan.”
Hart Associates suggested that to combat unawareness and attract financial support, the University should focus The Plan’s campaign around “the need for change in a changing world.”
“Rather than emphasizing minority representation at Bucknell, it should be about stimulating new ways of thinking,” the report said.
The study also suggested that new messaging in appropriate sources, such as “Bucknell World,” could also help keep more alumni informed and aware.
Action has already been taken on some of these suggestions.
Ed Loftus, director of the office of strategy implementation (OSI) has been working with students, faculty and alumni to improve communications.
Loftus hopes the new Tactics Dashboard, officially launched Wednesday, will prompt questions and let people see what’s happening. It allows for quick and easy access to the Plan, its strategies and tactics, improving alumni and student awareness.
The replacement of “Bucknell World,” with “Bucknell Magazine,” occurring earlier this week, is another example of a communications improvement, although not related to the OSI tactics procedure.
Tom Evelyn, director of media relations said that the Hart report served as a “reminder to us of how important the magazine is to the Bucknell community.”
Other communication tactics include an online video channel called “Watch Bucknell,” an alumni wireless community, and the Bucknell Forum national speaker series.
The University is redesigning University and athletic Web sites and is developing a new approach to admission and campaign communications.
Loftus’s goal is to “let people see what’s happening and facilitate the process to [continue to] move things forward.”
BUTV and cell phone text messaging updates and a “Tactics Road Map” are just some of the OSI communication plans under consideration for the future.
