Student Union
US College Leaders See Too Much Competition Ahead
A survey of nearly 500 leaders at colleges and universities reflects other reports that found American higher education is facing challenges on many fronts.
School officials were asked to name the biggest issues their institutions would face in the next three to five years and how they would deal with them. The study was a joint effort with the Georgia Institute of Technology and the Huron Consulting Group, and was released in October.
The study identified the top six issues that the 500 leaders listed. The most common concern? Increasing competition with other educational institutions. About 62% of those questioned noted that concern.
The next most common issue? The increase in non-traditional students, meaning students who fall outside the typical 18 and 24 years olds who enter school each year. The growth of non-traditional students – mostly adults with full-time jobs -- were cited by 39% of leaders.
Two other concerns were shrinking state and federal financial support, and decreasing public trust in higher education. Officials said they were worried about political conditions around the world, too, and their effect on international students coming to the United States.
But the college and university officials said they have answers. In fact, 89% expressed confidence in their school’s ability to meet the needs of the growing number of students who are working adults.
Peter Stokes says colleges and universities have always been dealing with change. Stokes is the managing director for higher education with Huron.
After World War II, when the U.S. experience a sharp jump in the U.S. birth rate -- known as the Baby Boom -- more young people enrolled in college. Then, after the Great Recession in 2008, the birth rate dropped. Around that time, the number of working adults starting or returning to college or university began to rise.
The traditional student population will likely recover eventually, Stoke says. Until then, schools will have to adapt and increase internet-based and short-term programs to meet the needs of students who have less time and money to spend.
As for the five other issues identified in the study, only seven leaders polled felt very confident in their school’s ability to find solutions.
Louis Soares is the chief learning officer at the American Council on Education. He says that in recent years, Americans have come to think of higher education as more of a means of getting a well-paying job than as a public benefit.
This may not be surprising given the increased cost of higher education. But Soares said that this put many educational institutions in competition with one another to prove how their programs can results in better jobs.
At the same time, U.S-based companies like Amazon and Google are creating their own educational programs to compete with traditional degree programs. And countries like France, Canada and Australia are becoming more appealing to international students who would have likely looked to U.S. schools in the past.
As a result, some colleges and universities across the country have been closing. The U.S. Department of Education reports that in 2018 the number of institutions nationwide dropped to its lowest level since 1998.
Soares suggests that schools have a better chance of surviving if they work together, as Georgia Tech has, sharing new program ideas and methods with 50 other institutions. But that is not always easy.
“U.S. higher education is innovative, but the innovation tends to be small-scale,” he said.
Lynn Pasquerella, president of the Association of American Colleges and Universities, says it is important to focus on public trust and governmental support of higher education.
Pasquerella says U.S. higher education has failed to promote its own importance to society. Many people have come to think of colleges and universities as places where students waste time learning unnecessary subjects or hearing one-sided beliefs.
She says colleges and universities educate future business and political leaders who shape policies that improve conditions in communities and the nation. Major scientific and technological developments usually emerge from a college or university laboratory.
“Demonstrating the ways in which … their success is inextricably linked to the physical, emotional, economic well-being of people in the communities in which they’re located and which they seek to serve … is a first and critical step in helping to restore public confidence in higher education,” said Pasquerella.
She added that as Americans better appreciate the contributions and impact of colleges and universities, funding from state and federal governments will likely increase to previous levels.
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Lily Meskers faced an unexpected choice in the lead-up to the first major election she can vote in.
The 19-year-old University of Montana sprinter was among college athletes in the state who received an inquiry from Montana Together asking if she was interested in a name, image and likeness deal to support Sen. Jon Tester, a three-term Democrat seeking re-election. The group, which is not affiliated with the Tester campaign, offered from $400 to $2,400 to athletes willing to produce video endorsements.
Meskers, who is from Colorado but registered to vote in Montana, decided against the deal because she disagrees with Tester's votes on legislation involving transgender athletes in sports.
"I was like, OK, I believe that this is a political move to try to gain back some voters that he might have lost," Meskers said. "And me being a female student-athlete myself, I was not going to give my endorsement to someone who I felt didn't have the same support for me."
Professional athletes such as LeBron James, Colin Kaepernick and Stephen Curry have taken high-profile stances on hot-button topics and political campaigns in recent years, but college athletes are far less outspoken — even if money is available, according to experts in the NIL field. Being outwardly political can reflect on their school or endanger potential endorsement deals from brands that don't want controversy. It can certainly establish a public image for an athlete — for better or for worse — or lead to tensions with teammates and coaches who might not feel the same way.
There are examples of political activism by college athletes: A Texas Tech kicker revealed his support for former President Donald Trump on a shirt under his uniform at a game last week and a handful of Nebraska athletes a few days ago teamed up in a campaign ad against an abortion measure on the Tuesday's ballot.
Still, such steps are considered rare.
"It can be viewed as risky and there may be people telling them just don't even take that chance because they haven't made it yet," said Lauren Walsh, who started a sports branding agency 15 years ago. She said there is often too much to lose for themselves, their handlers and in some cases, their families.
"And these individuals still have to figure out what they're going to do with the rest of their lives, even those that do end up getting drafted," she added.
College coaches are not always as reticent. Auburn men's basketball coach Bruce Pearl has used social media to make it clear he does not support Kamala Harris, Trump's Democratic opponent in next week's presidential election. Oklahoma State football coach Mike Gundy once caused a stir with a star player for wearing a shirt promoting a far-right news outlet.
Blake Lawrence, co-founder of the NIL platform Opendorse, noted that this is the first presidential election in the NIL era, which began in July 2021. He said athletes are flocking to opportunities to help increase voter turnout in the 18-to-24 age demographic, adding that one of his company's partners has had 86 athletes post social media messages encouraging turnout through the first half of the week.
He said athletes are shying away from endorsing specific candidates or causes that are considered partisan.
"Student-athletes are, for the most part, still developing their confidence in endorsing any type of product or service," he said. "So if they are hesitant to put their weight behind supporting a local restaurant or an e-commerce product, then they are certainly going to be hesitant to use their social channels in a political way."
Giving athletes a voice
Many college athletes have opted to focus on drumming up turnout in a non-partisan manner or simply using their platforms to take stands that are not directly political in nature. Some of those efforts can be found in battleground states.
A progressive group called NextGen America said it had signed players in Arizona, Michigan, Nevada, New Hampshire, Pennsylvania and Virginia to encourage voting among young people. Another organization, The Team, said it prepped 27 college athletes in Pennsylvania, North Carolina, Arizona and Michigan to lead volunteer voter participation opportunities for students. The organization also said it got more than 625 coaches to sign a nonpartisan pledge to get their athletes registered to vote.
The Team's executive director is Joe Kennedy, a former coach who coordinated championship visits and other sporting events at the White House during President Barack Obama's administration. In early October, it hosted a Zoom event during which panelists such as NCAA President Charlie Baker and WNBA players Nneka Ogwumike and Natasha Cloud gave college athletes advice about using their platforms on campus.
In its early days, The Team seized upon momentum from the record turnout seen in the 2020 election. The NCAA that year said Division I athletes could have Election Day off from practice and play to vote. Lisa Kay Solomon, founder of the All Vote No Play campaign, said even if the athletes don't immediately take stands on controversial issues, it's important for them to learn how.
"It is a lot to ask our young people to feel capable and confident on skills they've never had a chance to practice," Solomon said. "We have to model what it means to practice taking risks, practice standing up for yourself, practice pausing to think about what are the values that you care about — not what social media is feeding into your brain, but what do you care about and how do you express that? And how do you do it in a way that honors the kind of future that you want to be a part of?"
Shut up and play?
Two years ago, Tennessee-Martin quarterback Dresser Winn said he would support a candidate in a local district attorney general race in what experts said was very likely the first political NIL deal by a college athlete.
There have been very few since.
The public criticism and fallout for athletes who speak out on politics or social issue can be sharp. Kaepernick, the Super Bowl-winning quarterback of the San Francisco 49ers, hasn't played in an NFL game since January 2017, not long after he began kneeling during the national anthem at games.
Meskers, the Montana sprinter, said political endorsements through NIL deals could create problems for athletes and their schools.
"I just think that NIL is going to run into a lot of trouble and a lot of struggles if they continue to let athletes do political endorsements," she said. "I just think it's messy. But I stand by NIL as a whole. I think it's really hard as a student athlete to create a financial income and support yourself."
Walsh said it's easier for wealthy and veteran stars like James and Ogwumike to take stands. James, the Los Angeles Lakers star, started More Than a Vote — an organization with a mission to "educate, energize and protect Black voters" — in 2020. He has passed the leadership to Ogwumike, who just finished her 13th year in the WNBA and also is the president of the Women's National Basketball Players Association. More than a Vote is focused on women's rights and reproductive freedom this year.
"They have very established brands," Walsh said. "They know who they are and they know what their political stance is. They know that they have a really strong following that -- there's always going to be haters, but they're also always going to have that strong following of people who listen to everything that they have to say."
Andra Gillespie, an associate professor at Emory University who teaches African American politics, also said it is rare that a college athlete would make a significant impact with a political stand simply because they tend to have a more regional platform than national. Even celebrities like Taylor Swift and Eminem are better at increasing turnout than championing candidates.
"They are certainly very beneficial in helping to drive up turnout among their fans," Gillespie said. "The data is less conclusive about whether or not they're persuasive – are they the ones who are going to persuade you to vote for a particular candidate?"
Athletes as influencers
Still, campaigns know young voters are critical this election cycle, and athletes offer an effective and familiar voice to reach them.
Political and social topics are not often broached, but this week six Nebraska athletes — five softball players and a volleyball player — appeared in an ad paid for by the group Protect Women and Children involving two initiatives about abortion laws on Tuesday's ballot.
The female athletes backed Initiative 434, which would amend the state constitution to prohibit abortions after the first trimester, with exceptions. Star softball player Jordy Bahl said on social media that the athletes were not paid.
A University of Montana spokesperson said two athletes initially agreed to take part in the NIL deal backing Tester. The school said one withdrew and the other declined to be interviewed.
For Meskers, deciding against the offer boiled down to Tester twice voting against proposals to bar federal funds from going to schools that allow transgender athletes to play women's sports, a prominent GOP campaign topic. Tester's campaign said the proposals were amendments to government spending packages, and he didn't want to play a role in derailing them as government shutdowns loomed.
"As a former public school teacher and school board member, Jon Tester believes these decisions should be made at the local level," a Tester spokesperson said. "He has never voted to allow men to compete against women."
Meskers said she believes using influence as college athletes is good and she is in favor of NIL. She just doesn't think the two should mix specifically for supporting candidates.
"I think especially as student athletes, we do have such a big voice and we do have a platform to use," she said. "So I think if you're encouraging people to do their civic duties and get up and go (vote), I think that's a great thing."
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