One of the most cited (but often misunderstood) factors for students applying to college is demonstrated interest. What is it? Why does it matter? And why should students care? Today, we'll be unpacking demonstrated interest and the truth behind which colleges track it, and how it affects the college admissions process.
At its core, demonstrated interest refers to the way students showcase their interest in attending a particular college. Hence: demonstrated interest.
Colleges know not every student will enroll, but by tracking engagement and interest, they can start to predict how many students may enroll that cycle. The most common colleges that track demonstrated interest are highly selective or elite institutions. Other colleges (particularly larger institutions) don't track interest because it is often viewed as unfair and too onerous a task.
As you can imagine, it's not easy for a college to predict exactly how many students will accept their offer of enrollment. But many colleges do take proactive steps to track this number, and the name for this metric is yield rate.
So, what constitutes demonstrated interest? How do you show it, and where does it come into play in the admission cycle?
Aside from the many important factors used in the application review process, such as grades, test scores, activities, essays, and recommendation letters, demonstrated interest can be another factor colleges consider when making decisions.
According to the National Association of College Admissions Counseling (NACAC), 16% of colleges consider demonstrated interest to have "moderate" or "considerable" importance in the college application review process. Simply put, colleges want to admit students they believe are going to enroll in their institution. In some cases, demonstrated interest could even act as a tiebreaker for college admissions officers.
Let's take this student example:
Assuming every other application component was equal, Student A may have an advantage because they're signaling genuine interest.
The short answer is that demonstrated interest matters sometimes. Since not every college tracks demonstrated interest, students aren't required to emphasize it for every college application they submit.
That said, demonstrated interest doesn’t really become a factor for most applicants until the hair-splitting stage at the end, or if they're applying Early Decision (ED).
Demonstrated interest matters at more selective schools that offer some version of ED. Even if that college doesn't track email open rates or campus visits, they do take into account when and how you apply to that institution.
Demonstrated interest does not matter for larger public colleges and universities or institutions that primarily assess students on merit or academic qualifications.
Not all actions are equal, and real demonstrated interest isn't about checking a box.
Examples of genuine demonstrated interest:
Examples of when it doesn't count as demonstrated interest:
If you look closely, you’ll notice a theme here. As with so many things in life, there aren’t shortcuts. If you want to get credit for something, you need to do the work. It takes time, it takes thoughtfulness, and it takes reflection. But the great part about demonstrated interest is that, if done correctly and with sincere intent, the work is the reward.
We'll dive deeper into how students can demonstrate interest in each of these ways, but here's a quick summary:
Attending a campus visit is a great way to learn more about the day-to-day of student life and help students envision themselves at that college. Not every family needs to sign up for an official college tour; even attending on your own or doing a driving tour can be impactful.
From a college's perspective, tracking students' college visits helps them see if there is a correlation between a student visiting a campus and ultimately enrolling (or not enrolling).
Local college admissions representatives travel across different states to meet with prospective students. This happens typically during the fall semester of senior year, but not every high school is lucky enough to have this opportunity. For students who have access to high school or college fairs, it may be wise to attend those sessions, ask questions, and potentially sign up to receive more information about the college.
Many students are unaware that the admissions representative attending high schools is often the person (or one of the people) reviewing their application. If a student has their eyes set on a specific college, try to attend a session with that representative. This is a great way to learn more about the school and ask direct questions.
As a way to break down the thousands of applications a college receives, most colleges assign their admission counselors to specific high schools, states, regions, or even countries. And their contact information is often easy to find on the admissions website. The best way to create a meaningful (and memorable) interaction is by reaching out with thoughtful questions via email.
Many colleges offer students the chance to have an admissions interview. Often, these interviews are more informational than evaluative, and sometimes they are purely informational and won’t impact the application at all. Essentially, it's a chance for you to learn more about the school as much as it is for the interviewer to learn more about you. The interview report serves to confirm what the admission reader is already going to learn about you from your application—but it could be a great way for you to come alive off the page a little more.
Over the last few years, colleges have really ramped up their virtual offerings. Many colleges host webinars, pre-recorded information sessions, live question-and-answer panels, and more. These options are an accessible way for students to engage with the college.
Perhaps the biggest demonstration of interest is applying ED. It is a serious decision a student must make, but it is undoubtedly the clearest way to demonstrate interest. For students considering this option, be sure to speak with your parents or guardians before applying ED to any college, especially for students who rely on financial aid or scholarship support.
If a college does track demonstrated interest, you should absolutely make an effort to engage with that college in meaningful ways. While one of the biggest benefits is to improve your odds of acceptance, demonstrated interest works in two ways; it shows colleges you're serious about them, but it also gives you a chance to learn more about that institution.
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