Reframing public benefits to meet students’ basic needs
Addressing basic needs—like food, housing, and healthcare—is an essential part of helping students succeed in higher education. Across California, far too many college students face chronic uncertainties in these areas, despite research that suggests many are eligible for benefit programs designed to meet their needs. Calbright College, a new community college dedicated to expanding options for adult learners across California, is leveraging its role as an R&D engine for the California Community Colleges system to develop scalable, data-driven approaches that can boost student uptake and retention of public benefits.
Our approach
In collaboration with Calbright and Catbird Strategies, we’re testing a range of approaches to reframe public benefits programs and help more students take advantage of them. Starting from a student’s first touchpoint at Calbright onward, we’re leveraging data and behavioral science to think differently and move the needle on benefits uptake to support student outcomes. For example, we are exploring new ways to introduce benefits programs, embed effective messages throughout the student journey, remove friction from the help-seeking process, and provide targeted support to make it as easy as possible to submit applications.
Drawing on decades of research into framing effects, choice architecture, and other behavioral science tactics, we’ve identified key areas where new approaches may have the greatest impact. Our current work focuses on:
Normalizing benefits uptake: Frame public benefits as a standard part of the student experience by asking which areas students need help with, rather than if they need help. Reinforce that most students—like them—use support at some point.
Making the need concrete: Use tangible, relatable language like “struggling to afford rent or groceries” instead of vague, clinical terminology like “check this box if you need housing or food assistance” to help students recognize their eligibility.
Integrating with financial planning: Reposition public benefits as part of a smart financial strategy–not a cry for help–by emphasizing potential savings, reduced financial stress, and how they help students stay focused on their studies.
Offering help at the right time: Reach out at key moments—before holidays or breaks—when financial strain is higher, when it's most relevant for students to engage.
Reducing hassles: Simplify access and the application process by integrating direct support into existing student touchpoints.
“College students often are eligible for public benefits programs but may not realize these supports are available to them. The work Catbird Strategies is doing with Calbright and ideas42 to test messaging and develop strategies to connect students to services will be of great help at Calbright and other campuses throughout the system.”
We’ve seen the power of leveraging data and behavioral science in ways that lead to tangible improvements for students at Calbright, and we’re excited to apply our research-based approach to this opportunity. With Calbright students in nearly all California counties and expertise in adapting processes to meet students where they are, this is an opportunity to develop scalable and transferable solutions with potential for impact statewide.
The results
We’re currently fielding a series of pilot tests of these new approaches and look forward to sharing fresh insights and learnings in the months ahead. By applying our tried and tested model of rapid prototyping, student-centered design, and data-driven iteration, we aim to develop impactful strategies that help students better access and utilize the resources they are eligible for.
