Getting Gen Z More Involved with On Campus Activities

University administrators are aware that students who participate in out-of-class activities often have higher grade point averages, a decrease in absenteeism, and an increased connectedness to the school. Yet, it has been noted that students are participating less and less. Webster University, a private university in Missouri, lost around 25% of its student organizations during the pandemic. Before COVID-19, Ohio State University had over 1,400 student groups; during the pandemic, that number fell below 1,300. Some of those remaining organizations had no active members as virtual learning left students with little energy to participate in online groups. “Our attendance is unpredictable,” Sandrine Sutphin, Director of Student Activities and Engagement at University of Mary Washington says. “It might be a really great event but if students haven’t seen it before, they’re hesitant. They want to wait and see.”

Due to the rise of text messaging, social media platforms, and online gaming that allow global communication, as well as the impact of COVID on social interactions, college students are facing challenges in engaging in face-to-face interactions. On Quora, a student inquired, "Is it acceptable if I don't have the urge to engage in extracurricular activities on college? Will I be missing out on something?" Several other Quora posts have highlighted a dislike for loud music, large gatherings with unfamiliar students, and have acknowledged that since these clubs or activities are not mandatory for graduation, they prefer not to participate.

USA Today posted that Gen Z is more open about mental health than past generations. When asked to describe their current mental health or well-being, just 15% of members of Gen Z polled said it was excellent. Gen Z'ers report having experienced negative emotions such as stress, anxiety and loneliness, the study said. When a person feels free to be honest about their emotions, they are more likely to do something about it, like removing themselves from the stressors, when others might “solider on” and deal with the stress later. Ryan Jenkins, a bestselling author who has written extensively on Gen Z and millennials, said technology has in many cases given Gen Z "an overstimulation that no other generation has had to weigh through."

?So how do we get Gen Z active and involved? Well, Digital marketing is not a no-brainer. Gen Z’ers ignore digital noise unless it’s relevant.? With this in mind, we can’t assume that these digital natives will be highly susceptible to digital messaging as the sole form of awareness and communication. You have to mix it up and find multiple ways to reach your students. Instant gratification is the perfect tool to combine with your digital marketing campaigns. Having never experienced a time without mobile technology and connectivity, Generation Z are accustomed to instant gratification.? Wherever they are, whatever they are doing, they can quickly find the information needed and then get on with their day. Generation Z don’t like waiting. How to get around that?

Offer incentives for participation. Remember when you were in kindergarten earning gold stars for your good deeds? When you finished a task, your teacher would add another star on a posterboard on the wall that everyone could see. And the coolest part, when you earned 10, you were delighted to get to pick your very own sticker or toy out of the treasure box. That hasn’t changed much for college students! The chance to redeem earned points for items, snacks or fun activities is a great motivator to incentivize them to complete tasks or attend events. Allow students to register their phone numbers or download an app through the Campus Activities Board that will keep track of attended events. Most students are highly motivated by a sense of competition! A live leaderboard ignites students’ competitive spirits to participate more. Updated with real-time data, leaderboards empower students to watch their scores and position increase as they complete tasks and attend events.?

And the prizes have to be good! Front row parking spots is an easy incentive that costs no money to the school. Finding a good parking spot and getting to class on time can be a major pain point for some students. This is especially true for sprawling campuses where students may also need to take a shuttle from the parking lot to the actual campus. Earning a front row parking spot for a day or week is a huge incentive for students! And to take that up a notch, give a student their own personal chauffeur for the day. Students also like to feel like a VIP and a chance to brag on social media. Earning a ride on the campus golf cart, cruising from class to class all day while beaming with pride and turning heads across campus is another zero-cost incentive that students will fight for the chance to win.

A huge incentive is one that completely solves a problem or pain point. What about a combined Tax/FAFSA day? Schools can partner with local tax companies between now and April 15th to have tax preparers onsite to complete the taxes. You can make it free to all parents and students who already have their FAFSA IDs created. Food can be provided as well as on-campus activities, like binge marathons of The Office and arcade games while they wait for their taxes to be completed. Once their taxes are done, they can get a text message to pick up their taxes, sign it and leave it with the school to ensure that the taxes are mailed and filed. Tax copies are given to the families to use at an onsite FAFSA booth, where counselors and advisors are stationed to answer questions. Once completed, students will enter a raffle. To have taxes and FAFSA completed all in one day and in one place is a massive incentive that many families will take advantage of.

How can you effectively promote these events and incentives to ensure that students not only notice them but also engage with them? Be transparent and go where students naturally flock. For better and for worse, social media has an undeniable impact on student engagement. “They look at social media to determine if they want to do things,” says Durant. Institutions can leverage this insight to promote campus events and co-curricular opportunities. Create short, shareable videos that provide basic information, showcasing why students can attend and what they should expect. By filming the event space being set up, the food being prepared or student leaders getting ready, you can welcome students in before the event begins. Have students live stream as they enter and walk into the event. Generating hashtags helps students' posts and media gain more visibility, enabling other students to follow events and determine if they also want to participate.

It is universally acknowledged that student engagement on campus is crucial for a student's overall success. When students feel connected and involved in campus life, they are more likely to thrive academically and socially. By fostering a sense of belonging and community, universities can create a supportive environment where students feel motivated to learn, grow, and make the most of their college experience. Students who actively participate in on campus events are also more likely to use on campus services like tutoring and the Health and Wellness Center. Ultimately, investing in student engagement not only enhances academic outcomes but also contributes to the holistic development of individuals as they prepare for their future endeavors. Allow Higher Ed Consulting to handle your day to day processing, so you can enjoy the sunshine and engage with your students on campus.