Expanding Opportunity: Communicating about the Role of Community Colleges in New Mexico

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1 Expanding Opportunity: Communicating about the Role of Community Colleges in New Mexico rq A n m Results of Public Opinion Research Conducted for Douglas Gould & Company With funding from the W.K. Kellogg Foundation and The Ford Foundation November ~ ~ STREET, N.W. SUITE 700 f WASHINGTON, D.C T: F: BRS@BRSPOLL.COM

2 Table of Contents Page Introduction Methods Executive Summary Detailed Findings A. Perceptions of Community Colleges B. Priorities for Community Colleges C. Fulfilling Values D. Practical Reasons to Support Community Colleges E. Meeting the Demand: Support for Funding F. Conclusions and Recommendations Appendix A: Questionnaire with Response Totals Appendix B: Cross Tabulations

3 Introduction The following report of a survey documenting awareness and attitudes about community colleges in New Mexico is a companion to our September report of results of a national public opinion survey, Expanding Opportunity: Communication about the Role of Community Colleges. This New Mexico report mirrors the national study, using the results derived from a sample of 400 residents statewide compared to the national survey of 1,055. The objective of this project is to learn how Americans and New Mexicans perceive community colleges and how to raise the profile of these institutions. Douglas Gould & Co. commissioned Belden Russonello & Stewart (BRS) to conduct focus grolps and the national survey research with funding from The Ford Foundation. The additional study focusing on New Mexicans' views was made possible with funding from the W.K. Kellogg Foundation. State surveys were also conducted in eight other states, and those results appear in additional reports. Methods As a first step, BRS held six focus groups in Seattle, Washington, North Olmsted, Ohio, and Albuquerque, New Mexico in May and June 2004, and the results of the groups were used to inform the design of the questionnaire. The same questionnaire, written in collaboration with Douglas Gould & Company and others, was used in the national and state surveys, with slight wording adjustments to make the questions apply to each state. The survey was carried out among representative probability samples of 1,055 adults nationwide and 400 adults in New Mexico and each of the other states. Professional fully trained and supervised telephone interviewers, using a computerassisted telephone interviewing system, conducted the fieldwork August 2 through 25, The interviews averaged 17 minutes in length. The sampling frame was a list of randomly created telephone numbers (a technique known as random digit did or RDD) for telephone exchanges across the U.S. and in each oversampled state. Interviewers randomly selected respondents by requesting to

4 New Mexico Survey on Community dolleges Page 2 speak with the adult in the household who had the most recent birthday. All phases of interviewing, training, and data collection were supervised daily by BRS. The demographic characteristics of the sample were matched to 2000 Census figures. The national data have been weighted statistically in order to bring gender and age into its proper proportions nationally, and the New Mexico data have been weighted by gender and age appropriate to the state. The margin of sampling error (or sampling tolerance) for the national swey of 1,055 is plus or minus 3.0 percentage points at the 95% confidence level, and plus or minus 4.9 points for the New Mexico sample of 400. Tables in the report use many cross tabulations, based on smaller subgroups and thus the margin of error for these is higher. Other non-sampling error may also contribute to total survey error. Reading this report: Tables and graphs included in the text of this report highlight selected relevant survey findings and are expressed in percentages. The base for each table is all respondents (n = 1,055 for national and n = 400 for the state) unless otherwise noted. In reading these data, when the percent sign (%) appears at the top of a column, the numbers add vertically; when % appears at the left of a row, the numbers add horizontally. An asterisk (*) indicates less than 1 % and a double hyphen (-) indicates zero. Due to weighting, rounding, omission of "don't know," "refused," and other responses, or, in the case of multiple response questions, percentages may add to more than or less than 100%.

5 New Mexico Survey on Community Colleges Page 3 Executive Summary Residents of New Mexico and the nation hold highly favorable attitudes toward community colleges. Many of those attitudes have been formed through firsthand experience, as six in ten New Mexicans say they have taken classes at a community college or graduated from one. New Mexicans agree with increasing financial support for community colleges, even though they are not aware of the difficulties the colleges face as they try to meet increasing demands with fewer resources. Community colleges are a uniquely American creation - and the public sees them as helping to fulfill a very American value: providing a source of opportunity for individuals to better themselves. - Our advice in New Mexico is the same as in the nation: A winning communications strategy will center on reinforcing the opportunity-linked traits of community colleges that the public in New Mexico already values, as well as educating the public about the challenges these institutions face. That strategy should spotlight opportunities for individuals to gain a college education or training for jobs, rather than focusing on the help the colleges give to disadvantaged individuals. Familiarity and positive images Six in ten members of the public in New Mexico report gaining a degree from or having tapped into the services of a community college at some time and six in ten have family members who have taken advantage of these ubiquitous institutions. Less than two in ten have no such connection to a community college. Strong majorities of New Mexicans say these institutions provide a good education and good job training at affordable prices and in convenient locations. They reject accusations that community colleges have low standards because their admissions policies are so open.

6 New Mexico Survey on Community Colleges Page 4 e The desired role is the perceived role Like the nation, the residents of New Mexico perceive community colleges as institutions simultaneously engaged in two areas -- promoting college education and providing direct job training -- for the mainstream. The colleges are seen only secondarily as providers of occasional classes or as resources for people on the margins, be they adults who cannot read or people who cannot speak English. The functions the public thinks community colleges perform most are those most people hope they will fulfill. These include providing a stepping stone for individuals seeking a bachelor's degree and training and retraining people for jobs -- precisely the same functions that the largest numbers think should be high priority. Conversely, relatively few believe community colleges today have many students who are immigrants trying to learn English, and indeed teaching ESL as well as adult literacy are lower priorities for community colleges adong the public. Community colleges' distinctive nature e The research in both the nation and the state demonstrates that comparisons of community colleges to four-year institutions are not credible nor are they productive. Most people say it is true that one needs a bachelor's degree to advance into many well-paying jobs. Most believe it is true at least some of the time that community college students obtained high school grades and test scores that are too low to get into a four-year college, that the students lack the commitment needed for a four-year school, and that the courses are easier (although few believe these to be the case most or all the time). Thus our analysis finds that making comparisons to four-year colleges is not useful. Instead, communications should remind the public that community colleges support bachelor-conferring institutions by giving many students a start, as well as supplement them by offering different types of training for other people. The values of opportunity and individualism Successful communications programs are built on an understanding of the underlying values that people hold, reinforcing those values that coincide with the objectives, and avoiding those that clash. In the case of garnering support for community colleges, a clear path using this framework emerges from the research. BELDEN RUSSONELLO & STEWART

7 New Mexico Survey on Community Colleges Page 5 The value of opportunity for all leaps out of the research as the central idea around which to build communications. Opportunity is, of course, a fundamental value reflected in at least what we like to believe is inherent in many areas of American life. The public finds a very natural link between education and opportunity. The research shows that people perceive community colleges to be accessible, affordable, and convenient - in a word, full of opportunity. In fact, most of the message-related language we tested that invokes opportunity scored well. Of five statements about opportunity we tested, the two that garnered the broadest appeal are: Every person in America deserves an opportunity to get an education and community colleges are there to provide people with that opportunity; and Our society as a whole benefits when everyone has access to an education and community colleges give more people that access. Messages like the ones above articulate the value framework of opportunity. In addition, providing iriformation :ha: illustrates how corrmurity colleges create opportunity reinforces the basic message. We know from the survey that additional statements about affordability, variety of courses taught, providing a stepping stone to a four-year degree, and flexibility all relate to the value of opportunity and are likely to generate support from the public for funding of community colleges. As we have discussed, many of these attributes are ones the public already strongly ascribes to community colleges. Reminding the public of these characteristics within the framework of opportunity will be the foundation of building strong communications about the need to secure their future. The other ideas tested are much less persuasive reasons to continue funding. These include statements about prospects for community college students' success in the future, statistics about community colleges, job training programs, remedial programs and those for new immigrants, and comparisons between community colleges and four-year institutions. Reality check Like the nation as a whole, few New Mexicans believe that community colleges in their areas turn away students because they do not have enough spaces for them, but the great majority also supports increasing spending on them. Communications efforts that educate the public about the oversubscription and funding shortfalls in many community colleges should ratchet up support for policies to remedy these problems even higher.

8 New Mexico Survey on cornunit); Colleges Page fl Detailed Findings A. Perceptions of Community Colleges 1. Relationships with community colleges A majority of adults in New Mexico report a close connection to community colleges, either having personally attended a community college or saying a close family member has attended. e ' Six in ten (62%) New Mexico residents say they have attended a community coliege either in the past (51 %) or are currently doing so (11 %). This is slightly higher than the national average, where 55% say they have attended a community college. Almost two-thirds of New Mexico adults (62%) report that a child or close family member has attended a community college. This is on par with the national average (63%). Only 15% have no personal or family connection to community colleges. Attendance at Community Colleges New Mexico Nation I Never attended or taken classes 1 I Currently at a comm. college I B Past attendance Q62. Are you now or have you ever attended or taken a class at a community college? BELDEN RUSSONELLO & STEWART

9 I I New Mexico Survey on Community Golleges Page 7 Family Members at Community Colleges New Mexico Nation /' 63% Q64. Do you have any children or close family members who have attended a community college? Looking only at those New Mexicans who attended a community college, 29% received a degree or certificate from that college. One third (34%) did not finish their degree or are currently taking classes, and 37% took non-degree related coursework. Nationwide, more respondents have received a degree from a community college (40%) and less are enrolled in non-degree courses (29%). Type of Attendance Among Community College Students (Base: Respondents who currently attend or have attended a ~ornrnunity college) New Mexico N = 236 Nation N = Received degreelcertificate Took classes not toward degree 8 Took classes toward degree; did not receive degree 463. Which of the following best describes you? I received a degree or certificate from a community college; I am taking or took classes toward a degree or certificate but did not graduate; or I am taking or took classes but was not working toward a degree or certificate. BELDEN RUSSONELLO & STEWART

10 New Mexico Survey on Community Colleges Page 8 Differences in the outcomes for New Mexico community college attendees among demographic groups include the following: Men are more likely than others to have received a degree from a community college. = Those under 45 years old and individuals who earn less than $50,000 per year are more likely than others to have started but not yet completed a degree. = Those over 45 years old and those earning more than $50,000 a year are most likely to have taken non-degree courses. Type of Attendance Among Community College Students by Cross Tabs Q63: Which of the following best describes you? (Base: N=236 New Mexico respondents who I currently attend or have attended a community college; N=578 national respondents) Taking/took classes Takingtook classes Received a degree towards a degree but did not graduate but not towards a degree National Total 40% New Mexico Total 29% Men Women <45 45+

11 New Mexico Survey on Community Colleges Page 9 2. Community colleges provide access to high quality education Community colleges in New Mexico are held in high regard by the public. These institutions are widely perceived as being conveniently located (92% say this describes them very or somewhat well), providing students with a high quality education (89%), offering good job training (88%), and being affordable (88%). These numbers are comparable to the national averages. Characteristics of Community Colleges in New Mexico % describes community colleges New Mexico Conveniently Located 1 ar Very well Somewhat well 92% Provide a High Quality Education 89% Provide Good Job Training 88% Affordable 88% Nation 0% 20x 40% 60% 80% 100% Conveniently Located 90% Provide a High 89% Quality Education Provide Good Job 85% Training Affordable 82% 0% 20% 40% 60% 80% 100% Q5Q8. Please tell me in your opinion if each of the following words or phrases describes the community colleges in your state very well, somewhat well, not very well, or not at all. 45. Affordable Q6. Conveniently located 47. Provide a high quality education Q8. Provide good job training

12 New Mexico Survey on Community Colleges Page 10 Some slight differences of opinion among New Mexicans about these attributes are 8 as follows: Those over 45 years old, college graduates, and individuals making over $50,000 a year are most likely to say that community colleges are affordable. Those with a high school education or less are among the most likely to say community colleges offer a high quality education. Those who earn less than $50,000 a year and those who have some college experience but did not graduate are more likely than others to say community colleges offer good job training. Characteristics of Community Colleges in Own State by Cross Tabs Does each of the following describe the community colleges in your state very well, somewhat well, not very well, or not at all: % saying "describes very well" Ccnveniendy located Access Affordable National Total 68% 45% New Mexico Total 67"/0 56% Under 45 65% 50 % % 62% High school or less 61 % 45% Some college 68% 57% College graduate and up 69% 63 % High quality education Quality I Good job t~aining

13 New Mexico Survey on Community Colleges Page Student bodies seen as a broad range When asked about the student composition of New Mexico community colleges, the public recognizes that these schools serve a range of students. A top reason New Mexicans say students are at community colleges is to pursue a degree or training in one of the trades (55% say community colleges have many of these students). New Mexicans also say that many students are attending community colleges to help them in their existing jobs or careers (46%), as well as to take a course or two in an area of personal interest (42%). A somewhat less common perception is that many community college students are planning to go on to a four-year college (39%). Even less common is the belief that there are many immigrants utilizing community colleges to learn English. Only 25% believe New Mexico community colleges serve many of these students. New Mexicans' perceptions of the makeup of the student population at community colleges are quite similar to perceptions nationwide, as the following graph illustrates.

14 New Mexico Survey on Community cblleges Page 12 a Student Composition in Community Colleges v I Many Some 0 NonelFew ( New Mexico 1 Students who are seeking a degree or training in one of the trades Students who want to take a course or two in an area of personal interest Students who are learning additional skills to help them advance their existing jobs or careers Students who are planning to go on to fouryear colleges Students who are immigrants trying to learn English or other skills Nation Students who are seeking a degree or training in one of the trades Students who want to take a course or two in an area of personal interest Students who are learning additional skills to help them advance their existing jobs or careers Students who are planning to go on to fouryear colleges Students who are immigrants trying to learn English or other skills I 0% 20% 40% 60% 80% 100% Q9-Q13. See questionnaire in Appendix for complete question wording. BELDEN RUSSONELLO & STEWART

15 New Mexico Survey on Community c811eges Page Common criticisms The survey examined the strength of six possible criticisms of community colleges., Most New Mexico residents say a range of criticisms are true some of the time, but few agree that these are ubiquitous. The most commonly accepted criticism is that one can only advance so far with a degree from a community college, with most well-paying jobs requiring a, bachelor's degree (43% of New Mexico residents say this is true "all" or "much" ' of the time; and 47% say it is true "some of the time"). Only nine percent say this is never the case. Large numbers (eight in ten) agree that at least some of the time "The students who go to community colleges do not have high enough grades or test scores to get into a four-year college" (19% never true; 62% true some of the time; 15% true all or much of the time). A majority of the New Mexico public also says it is true at least some of the time that "community colleges offer so many programs that their resources are spread too thin to be very good" (23% never true; 57% true some of the time; 17% true all or much of the time)., Three-quarters believe it is true at least some of the time that "The students who go to community colleges do not have the commitment to attend a four-year college" (23% never true; 65% true some of the time; 11 % true all or much of the time). Seven in ten say "The college level courses at community colleges are easier than the same courses taught in four-year colleges" at least some of the time (23% never true; 51 % true some of the time; 21 % true all or much of the time). Even though the public agrees that at least some community colleges suffer from the problems expressed in the criticisms above, the public does not accept the notion that open enrollment translates to a poor education. Almost half of New Mexicans entirely reject the idea that because community colleges accept everyone, they have low standards and do not provide a high quality education (47% never true; 40% true some of the time; 11% true all or much of the time). The beliefs among New Mexicans about the shortcomings of community colleges are similar to the views of Americans across the nation.

16 New Mexico Survey on Community Colleges Page 14 Criticisms of Community Colleges in New Mexico True all the time Much of the time. New Mexico Because they admit everyone, they must have low standards Students do not have the commitment to attend a four-year college 2 Some of the time Never true ( College level courses are easier than the same courses taught in four-year colleges so/; So many courses are offered that resources are spread too thin 5 Students do not have high enough marks to get into a four-year college A person can only advance so far with a degree from community college, most wellpaying jobs require a bachelor's degree Nation Because they admit everyone, they must have low standards Students do not have the commitment to attend a four-year college College level courses are easier than the same courses taught in four-year colleges 5% So many courses are offered that resources are spread too thin 3 i Students do not have high enough marks to get into a four-year college 3% A person can only advance so far with a degree from community college, most wellpaying jobs require a bachelor's degree 0% 2 0 O/n 40 /n fino/, 80% I= Q23-Q28. See questionnaire in Appendix for complete question wording.

17 New Mexico Survey on Community Colleges Page 15 B. Priorities for Community Colleges As in the nation as a whole, New Mexicans believe that a high priority should be placed on serving the same kinds of students that they believe are already attending community colleges. The public's top priorities for community colleges include providing job training and serving as stepping stones to four-year institutions: Majorities give high priority to a range of job training: For people who want to enter a trade or career not requiring a four-year degree (80% call this a "very high" or "high" priority); For working people to become more skilled in their existing jobs (75%); To provide Iocal businesses with a trained workforce (71 %); and To retrain people who have lost their jobs (70%). Other top priorities include using community colleges as a stepping stone to a fcuryear college: Provides people a way to complete the first two years of a bachelor's degree at a college close to home (78% call this a "very high" or "high" priority); and Provides a place to start a college education for those cannot afford the cost of a four-year university degree (74%). Lower priorities deal with population segments with particular needs and interests: Remedial education (64% call this a "very high" or "high" priority); Programs to help new immigrants learn English and other skills (59%); and Providing a place for people to take a course or two of interest to them but not seek a degree (51 %).

18 New Mexico Survey on Community CbUeges Page 16 Desired Priorities for Community Colleges % very high and high priority Job Traininq Training for trades or other career that does 80% not require 4-year degree / 79% Continuing education to become more skilled 75% at existing jobs 1 74% Retraining for those who have lost jobs or need new career Providing local businesses with a trained 71 % workforce 71 % Steppinq Stone Providing those not ready or who can't afford I % a 4-vear school a wav to start colleae " education 64% Courses for completing the first 2 years of a 8% Bachelor's close to home 81 % 1 Teaching reading to adults who never Other learned to read II / 62% Helping new immigrants learn English and 59% other skills 6% -1 I* New Mexico 1 Providing a place to learn something new for I 51% 10 Nation I those not seeking a degree 49% a 014-Q22. Please tell me if you think it would be best if community colleges put a very high, high, middle, or low priority in each of the following areas: Q14. Providing people who are not ready or cannot afford the cost of a?our-year university a way to start their college educatibn. h15. Providing people a way to complete the first two years of a four-year bachelor's degree at a coliege close to home. Q16. Providing training for people who want to go into a trade or career that does not require a four year degree. Q17. Providing retraining, for people who have lost their jobs or need a new career. Q18. Providing a place for people to take a course or two to learn something new, but who are not seeking a degree. Q39. Providing continuing education for working people to become more skilled at their existing jobs. Q20. Teaching reading to adults who never learned to read. Q21. Helping new immigrants learn English and other skills. Q22. Providing local businesses with a trained workforce.

19 I New Mexico Survey on Community Colleges Page 17 While most segments of the ~ e Mexico w public generally agree on the desired emphases of community colleges, the survey uncovers some differences with respect to the role of community colleges as stepping stones and centers of job training. Those who have some college experience but did not graduate are more likely than others to prioritize completing the first two years of a four-year degree near home. Whites and college graduates are more likely than others to place a high priority on providing a way to pursue higher education for those who are not ready or cannot afford to start a four-year degree. Those with at least some college experience and individuals earning over $50,000 a year place a higher priority than others on non four-year degree trades and careers; suburban residents are among the least likely. Whites place a higher priority than Hispanics on several of the suggested priorities, especially on continuing education in skills for existing jobs and on providing people not ready or able to afford a four-year university a way to get started on a college education. Those with a high school degree or less and those living in suburban areas are least likely to prioritize continuing education to enhance existing job skills. ' Residents of suburban areas and individuals with a high school education or less are also the least likely to show support for providing a local business workforce or providing retraining following job losses.

20 * Top New Mexico Survey on Community Colleges Page 18 Desired Priorities: Stepping Stones and Job Training by Cross Tabs Q14Q17, Q19,Q22: Would it be best if community colleges put a very high, high, middle, or low priority in each of the following areas? % saying high or Complete A start for Continuing Providing very high first two those not Non- 4 yr education Retraining local years of BA ready or degree trade for existing after lost business near home can't afford or career jobs job workforce National Total 81% 79% 79% 74% 74% n0i0 NM Total 78% 74% 80% 75% 70% nolo White 83% 81% 82% 79% 74% 73% Hispanic 74 % 65% 77% 66 % 66 % 68 % High school or < 76 % 64 % 65 % 68% 63 % 61 % Some college 86 % 70 % 84% 79% 76 % 73% College grad. + 76% 87% 87% 79% n% 76 % 1 City 78 % 74% 80% 76 %, 72% 73 % Suburban 75 % 77% 63 % 64% 53% 55% Town/Rural 81% 75 % 83% 80% 71 % 70%

21 New Mexico Survey on Community colleges Page 19 While those goals aimed at small populations, such as immigrants and adults who can not read, are less important than helping workers and degree seeking college students, there are a few pockets of support for helping special groups of people. Urban residents are more likely to place a priority on teaching reading to adults who never learned how, particularly when compared to their suburban counterparts. Rural residents and those earning under $50,000 a year are more likely to prioritize courses to learn something new. Second Tier Desired Priorities: Literacy, Immigrants, Personal Interest by Cross Tabs Q18, Q20-Q21: Would it be best if community colleges put a very high, high, middle, or low priority in each of the following areas? O/O saying high or very high National Total New Mexico Total White Hispanic High school or < Some college College grad. + <$50,000 $50,000+ City Suburban Town/ Rural Teach reading to adults who never learned Help new immigrants learn English and other skills 56% 59% Place to take a course to learn something new

22 New Mexico Survey on Community Colleges Page 20 C. Fulfilling Values In raising the profile of New Mexico community colleges and raising awareness of the needs facing these institutions, communications need to speak to the values that underlie the public's priorities and views. Overall, the survey confirms that opportunity is the value that is most clearly associated with community colleges. The results demonstrate the importance of speaking to the value of individual self-improvement: statements that describe providing the opportunity for individual self-improvement are the most persuasive reasons to support community colleges with tax dollars. f. Various expressions of the opportunity framework I Of the five statements tested under the banner of opportunity, the two that garner the broadest appeal are: Every person in America deserves an opportunity to get an education and community colleges are there to provide people with that opportunity (54% of New Mexico residents call this an extremely important reason to continue funding). Our society as a whole benefits when everyone has access to an education and community colleges give more people that access (49%). The first statement - that everyone deserves the opportunity to obtain an education - garners higher levels of support in particular from those without a college degree.

23 New Mexico Survey on Community Colleges Page 21 The idea that community colleges provide an education not available elsewhere is a little less credible and raises questions about the quality of students attending community colleges rather than focusing attention on the mission of the colleges. Less persuasive statements include: They help secure the future of young people by offering education not found elsewhere (39% say this is an extremely important reason to continue funding). Community colleges provide an open door to education not available elsewhere (32%). They level the playing field by giving anyone who works hard a chance at a college education (38%). Statements suggesting that "anyone can attend" a community college are particularly unhelpful as they raise questions about the quality of students attending community colleges: They level the playing field by letting anyone enroll regardless of how well they did in high school (21 %). These last two statements about how community colleges "level the playing field" were each tested among half of the sample in the survey, to see which garnered more support. The results clearly show greater support for opportunity linked to hard work rather than invoking educational performance in high school. The first statement about hard work is highly favored, particularly among those with less than a college degree and individuals earning less than $50,000 a year. The second statement about leveling the playing field regardless of high school records resonates with women more than others.

24 New Mexico Survey on Community cblleges Page Values Underlying Attitudes toward Community Colleges, % rating 10, "extremely important reason" Everyone deserves the opportunity to obtain an education 1 Society benefits when everyone has access to education 50% Secure the future of young people by offering 39% education many would not find elsewhere 39% Community colleges level the playing field by 38% accepting those who work hard 37% 1 I Community colleges provide open door to education not available elsewhere Community colleges level the playing field by allowing enrollments regardless of high school record ; Q37. Now I have some statements made by people about why we should support community colleges with tax dollars. Please think of a 1-10 scale, where 1 means something is not at all a reason to you personally, and 10 means it is an extremely important reason to you personally to continue to fund the community colleges in your state: First on this I to 10 scale, how would you rate this statement: 429. Every person in American deserves an opportunity to get an education and community colleges are there to provide people with that opportunity. Q30. SPLl'T SAMPLE: [A: Community colleges, level the playing field by letting anyone enroll regardless of how well they did in high school. / B: Community colleges, level the playing field by giving anyone who works hard a chance at a college education]. Q31. Community colleges provide an open door to education not available elsewhere. Q32. Our society as a whole benefits when everyone has access to an education and community colleges give more people that access Community colleges help secure the future of more young people by offering an education many would not be able to find elsewhere.

25 ( New Mexico Survey on Community Colleges Page 23 Values: Opportunity Statements by Cross Tabs Q29-32; Q37: Now I have some statements made by people about why we should support community colleges with tax dollars. Please think of a 1 to 10 scale, where 1 means something is, not at all a reason to you personally, and 10 means it is an extremely important reason to you personally to continue to fund the community colleges in your state. % saying "10- Secure the Provide Level extremely Society future of Level open door playing important" Everyone benefits young people ' playing to field by deserves the when by offering field by education enrolling opportunity everyone education not accepting not regardless to obtain an has access to available those who available of HS education education elsewhere work hard elsewhere record Nat'l Total 53% 50% 39% 37% 29% 18% NM Total 54% 49% 39% 38% 32% 21% Men 49% 44% 33 % 38% 29 % 16% Women 58 % 53 % 44% 39% 36% 27% HS or less 58% 50 % 44% 44% 33 % 18% Some college 59% 47% 43 % 51 % 37% 29% Clge grad+ 46% 49 % 32% 20 % 28 % 20% <$50, % 47% 42% 46 % 36 % 21 % $50, % 51 % 33 % 32 % 26% ' 19%

26 New Mexico Survey on Community Colleges Page 24 e 2. Other values We tested other ways to frame community colleges' importance using values, including: economic value and other benefits that community colleges bring to a community; the value of securing the future of young people; and the value of facilitating life-long learning. Less than half call each of the following concepts an extremely important reason to continue funding community colleges: They provide a way for people at all stages in their lives to be life-long learners (44 %). They contribute to the local economy by training workers (31%). They are centers of opportunity that meet community needs (31 %). They are adaptable institutions that can quickly change to fulfill codunity and economic needs (22%). e In summation, we are not suggesting that the less popular concepts we tested should never be used. Rather, we are pointing out that these concepts have less appeal aid credibility than the top statements that directly reference how community colleges provide opportunity and access for all.

27 New Mexico Survey on Community Colleges Page 25 Other Values Underlying Attitudes toward Community Colleges % rating 10, "extremely important reason" 1 F Provide a way for people to be life-long leaners Are centers of 31 % opportunity.. that meet 1 community needs - 30% Contribute to economy by 31 % trainina. workers for local t businesses Are adaptable institutions that can quickly change to fulfill community and local [ I 200 economic needs I t --'I Q33-Q36. Now I have some statements made by people about why we should support community colleges with tax dollars. Please think of a 1-10 scale, where 1 means something is not at all a reason to you personally, and 10 means it is an extremely important reason to you personally to continue to fund the co&uni& colleges in your state: First on this 1 to 10 scale, how would you rate this statement: Q33. Community colleges provide a way for people at all stages of their lives to be life long learners. Q34. Community colleges contribute to the local economy by training workers for local industries and businesses. Q35. Community colleges are centers of opportunity that meet the needs of the local community. Q36. Community colleges are adaptable institutions that can quickly make changes to programs and curriculum in order to fulfill the needs of the community and the changing local economy. BELDEN RUSSONELLO & STEWART

28 New Mexico Survey on Community doueges Page 26 e D. Practical Reasons to Support Community Colleges We have examined how the value of opportunity, especially for individuals to improve themselves, appeals to a range of people. Now we look at the practical reasons that people may have for supporting community colleges in New Mexico, as we seek those tangible needs and ideas that can drive the message home. The survey measured public reaction to sixteen reasons to fund community colleges, and found that both within New Mexico and nationwide, statements about afordability and flexibility were the most highly appreciated characteristics. These two characteristics fit neatly under the umbrella of opportunity, helping to fill out the concept in tangible terms. 1. Supporting the opportunity framework a The most popular practical reasons we tested include affordability, flexibility, and community colleges as stepping stones. These concepts easily reinforce the value of opportunity and help make the case for continued funding of these institutions. ' Community colleges are flexible and allow students to attend at night and on weekends (45% say this is an extremely important reason to continue funding). Community colleges offer a wide range of programs from basic college courses to welding and engineering and computer programming to cooking and language classes for all different types of students (44%). Community colleges make education affordable for people who would otherwise miss out (40%). Community colleges give people without the money to attend a four-year college the chance to get started on a degree (40%). Community colleges give students who are aiming for a four-year degree the chance to improve their grades and get into a four-year college (35%).

29 New Mexico Survey on Community Colleges Page 27 Flexible Most Persuasive Facts in Support of Continuing Funding % rating 10, "extremely important reason" Flexible class times 1 Offer a wide range of programs 44% 0% Affordable, Ste~pincl Stone Make education affordable Give those without money a chance to start on a four-year degree Chance to improve grades for a four -year 5% Q38439, Q44Q45, Q50. Still thinking of the 1-10 scale, where 1 means something is not at all a reason to you personally, and 10 means it as extremely important reason to you personally to continue to fund the community colleges in your state: How would you rate: Q38. Community colleges make education affordable for people who would otherwise miss out Community colleges offer a wide range of programs from basic college courses to welding and engineering and computer programming to cooking and language classes for all different types of students. Q44. Community colleges give students who are aiming for a four-year degree the chance to improve their grades and get into a four-year college. Q45. Community colleges give people without the money to attend a four-year college the chance to get started on a degree. Q50. Community colleges are flexible and allow students to attend at night and on weekends.

30 New Mexico Survey on Community Colleges Page 28 All of these statements can be used within an opportunity frame, and can be directed at specific audiences for whom they resonate most. Those who did not graduate from college support the flexibility of community colleges. Women and those who did not graduate from college value the wide range of programs offered and the chance to improve high school grades. Women are also more likely to cite affordability as an important reason. Those earning under $50,000 a year support community colleges as a way to start a four-year degree without a lot of money. Supporting the Opportunity Framework: Top Reasons to Fund Community Colleges by Cross Tabs Q38-Q39,Q44-Q45, Q50. Still thinking of the 1 to 10 scale, where 1 means something is not at all a rezson to you personally, and 10 mom it is an extremely important reason to you personally to continue to fund the community colleges in your state: How would you rate: O/O saying "10 extremely Flexible: Way to start Chance to important" nights and Wide range 4-yr. degree improve HS weekends of programs Affordable w/o money grades National Total 49% 40 /o 42% 42% 37% New Mexico Total 45% 44% 40% 40% 35% Men 42% 38 % 33% 39% 28 % Women 48 % 49 % 46% 42% 41 % High school or less 52 % 50% 42% 43% 39% Some college 51 % 49% 46 % 47% 41 % College graduate + 37 % 37% 35% 34 % 28 % <$50, % 48 % 42 % 45% 37% $50, % 41 % 38 % 35 % 32 %

31 New Mexico Survey on Community Cdlleges Page Other reasons To a much lesser extent, New Mexico residents view the other statements tested as important reasons to continue funding community colleges. These statements refer to prospects for community college students' success in the future, statistics about the colleges, job training programs, programs for new immigrants, adult education, and comparisons between community colleges and four-year institutions. Less than four in ten view each of these statements as an extremely important reason to continue funding community colleges. New Mexicans are slightly more supportive of community colleges' greater personal attention and remedial offerings than respondents in the nation as a whole. While these other rationales are not necessarily counterproductive, they are far less persuasive than previously mentioned reasons such as flexibility, the stepping stone function, and especially affordability, in making New Mexicans enthusiastic about supporting and expanding community colleges. BELDEN RUSSONELLO & STEWART

32 New Mexico Survey on Community Colleges Page 30 Com~arisons to 4-Year Reasons to Continue Funding Community Colleges % rating 10, "extremely important reason" Are a better value than four-year colleges Provide same quality as four-year schools at a lower cost Provide more personal attention than four-year colleges Job Traininq 1 Retrain workers who lose their jobs 18% 18% 27% 27% Develop job training programs for business 27% needs 27% Remedial Teach adults basic math and reading I rn New Mexico I Help immigrants learn English and skills 27% =Yo Personal Interest Provide personal interest courses 35% 1% Statistics Community college degree increases a person's lifetime earning by over 30% One in five students earning a four-year degree started out in a community college Almost one-half of college students are in community colleges Q40-443, Q46-Q49, Q51-Q53. See questionnaire in Appendix for complete question wording.

33 New Mexico Survey on Community Colleges Page 31 E. Meeting the Demand: Support for Funding The national and New Mexico surveys probed awareness and attitudes about funding for community colleges. 1. Sources of Funding The public is poorly informed about how community and technical colleges are supported. According to the National Center for Education Statistics, the largest share (44.4%) of the funding for community colleges in the nation derives from state taxes and local taxes make up another 19.5%. Only five percent comes from federal funding. Student tuition accounts for 19.5%, and all other miscellaneous sources make up the remaining 11 %. When asked about sources of funding, nearly half (48%) of Americans wrongly surmise the main source is tuition, while 40% say most of the funding is state and 16% say local taxes. Another two in ten (19%) believe federal funds are the main source. Mirroring the nation, almost half in New Mexico (45%) believe that most community colleges are financed by student tuition. Another four in ten (43%) say that funding comes from state tax funds - again like the nation. A quarter (24%) identify local taxes - slightly higher numbers than in the US generally (16%). New Mexicans are far more likely to think federal funds provide the main funding (32%) as compared to Americans generally (19%). BELDEN RUSSONELLO & STEWART

34 I New Mexico Survey on Community colleges Page 32 ' Sources of 1 Tuition Students Pay % State Tax Funds 43% Federal Funds 32% o Funding Local Taxes 24% Don't Know I Q2. As far as you are aware, are most community colleges funded with federal funds, state tax funds, local taxes, or by the tuition students pay?

35 New Mexico Survey on Community colleges Page Awareness of demand Like the country as a whole, New Mexico residents are largely unaware of the unprecedented demand community colleges face, with 63% believing there are enough spaces available for students who would like to attend, 26% saying they do not know, and just 11% reporting the community colleges in their area have to turn away some students. New Mexicans are far more likely than national respondents to, believe there are available spaces (47% of respondents nationwide believe there are enough spaces available). Space in Community Colleges in Own Area New Mexico A A01 Nation RO/" I I Don't know I I Enough spaces I Turn sway students I Q3. As far as you know, do the community colleges in your area have enough spaces for all the students who would like to attend them, or do they have to turn away some students because of a lack of spaces, or don't you know? BELDEN RUSSONELLO & STEWART

36 New Mexico Survey on Community Colleges Page 34, There is some variation in how different groups perceive the demand for community colleges: 8 Those with higher levels of education in New Mexico are more likely to believe that there is adequate space available, as are those earning over $50,000 a year, residents of suburban areas, and community college alumni. Those earning less than $50,000 are three times as likely as those earning more than $50,000 to say that community colleges must turn away some students. Space in Community Colleges in Own Area by Cross Tabs Q3. As far as you know, do the community colleges in your area have enough spaces for all the students who would like to attend them, or do they have to turn away some students because of a lack of spaces, or don't you know? Enough space Turn away Don't Low National Total 51% New Mexico Total High school or less Some college College graduate + Attended community college <$50,000 $50,000+ City Suburban Town/Rural

37 New Mexico Survey on Community cbueges Page Support for funding' Most New Mexicans indicate support for financing community colleges with their, own state's revenues. Similar to the national findings, three-quarters (78%) of New Mexicans say they would oppose cutting back spending on community colleges in the short-term in order to balance the state budget. Less than two in ten (18%) support such cuts. Those with at least some college education are more likely than others to oppose cutting back community college spending; those with a high school education or less are more likely than others to favor cuts in spending. Cutting Back Spending on Community Colleges by Cross Tabs Q4. Given the limited funding and the number of other demands on tax dollars, would you favor or oppose cutting back spending on community colleges in your state in the short-term in order to balance the state budget? Favor Oppose National Total New Mexico Total High school or less 24% 70 Some college 14% 82 College graduate + 17% 80 BELDEN RUSSONELLO & STEWART

38 New Mexico Survey on Community Colleges Page Support for tax-dollar funding of community colleges holds up, according to the survey, even when raising taxes is explicitly indicated. After being informed of the demand on community colleges, three-quarters (74%) support using tax dollars to expand the system even if it means raising tax dollars. Only two in ten (21%) prefer raising tuition and becoming more selective. There are no sigruficant differences between demographic groups on this issue. Responding to Demand New Mexico Nation r %~aice tuition, admit fewer students 1 El Use tax dollars to expand system Q54. Currently there are more people who would like to attend community colleges than the colleges have space for. Here are two proposals to help solve this problem, please tell me which one you support more: A) Some people say that community colleges should raise tuition and fees and become more selective in whom they admit so fewer students can attend; or 8) Other people say we should use tax dollars to expand the system of community colleges so more students can attend, even if this means raising state taxes. BELDEN RUSSONELLO & STEWART

39 New Mexico Survey on Community Colleges Page 37 F. Conclusions and Recommendations As we found in the national survey, community colleges in New Mexico are strongly valued as places where individuals at all stages of life can obtain an affordable education. Efforts to increase active support for community colleges do not need to spend energy convincing the public of the value of these institutions. Rather, they should employ messages that reinforce the strong positive impressions the public already holds, inform the public of the difficulties the institutions currently have in fulfilling the demands for their programs because of a lack of resources, and give people a way to make their voices heard in support of community colleges. The national and state survey data together with the focus group research point the way to a number of recommendations for community colleges to raise their profile and build a constituency around the need for greater funding and growth., Communication to support community colleges needs to aim first at increasing awareness of the urgent need for more funding, then to identify, enlighten, and fire up the natural allies. The communications strategy we recommend for examining the New Mexico data is largely the same as for the nation, since there are so many similarities between the findings of the two surveys. 1. Lack of awareness: Clearly, community and technical colleges have a positive foundation from which active support can be built, but the public is largely unaware of the funding shortfalls and over-subscription facing these institutions. A main goal of a communications campaign should be to educate the public about issues that are not understood on a national basis or in the state. 2. Opportunity afforded by community colleges: The key value the public sees in community colleges is opportunity for any individual to gain an education and skills. There are many ways to express opportunity and the attributes of community colleges that create opportunity, including: their affordability (most importantly); their convenience; their flexibility; and the role community colleges play as a stepping stone to four-year degrees and successful jobs. 3. Society benefits from educational access for each person: We can expand the message from individual opportunity into societal benefit when we assert that