While the description above may seem like the stuff of marketing clichés, it’s a tactic that has worked for many for-profit colleges. Targeting minorities and other non-traditional college students through commercials like these has been the bread-and-butter of for-profit schools for at least the past two decades and those tactics are just now starting to see some legal pushback.
To be clear, not all for-profit colleges are created equal. There are some that boast high graduation rates and seem to have student success at the heart of their endeavors. The very fact that these colleges exist have actually progressed the entire university system in the U.S. by pushing innovative programs, like online degrees, and showing that there truly is a large market for non-traditional college students.
Let’s not kid ourselves though. The non-profit college push is a very thinly-veiled attempt to enroll a volatile market – often the most eligible for federal loan and grant assistance.
The financial facts speak for themselves:
Which leads to the unavoidable question: Have non-profit colleges preyed upon at-risk students for the sake of making a quick buck?
One of the reasons for-profit schools have seen such a surge in enrollment in the past two decades can really be pinned on the smart marketing of two words: flexibility and acceleration. For students who simply did not have the funds, nor desire to incur college debt, right after high school, for-profit schools have stepped up as a second chance, of sorts. These colleges are places where non-traditional students can continue to work and take flexible courses, many or all of which are online. Most for-profit schools also offer a faster route to degree attainment, which peaks the interest of students who don’t want to dedicate years of their lives to college aspirations but are looking for a way to advance their careers. The University of Phoenix, perhaps the most recognizable name in for-profit online colleges, recently announced a new initiative to count other course work and work experience towards degree attainment. This initiative, and others like it, are designed to recruit students who don’t want to start from square one and don’t have the time to commit to a traditional college experience.
