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By Peter Biggs
 | Justin Cooper
President of Redeemer University College |
A major survey of Canadians, which reveals both
positive and negative perceptions of Christian post-secondary education, is
inspiring new promotion strategies.
At their annual general meeting late last year, CHEC
(Christian Higher Education Canada) released the results of the landmark
national study by pollsters Ipsos-Reid – which focused on the market
potential for Christian higher education.
Entitled ‘Christian Post-Secondary Education in
Canada: Defining the Market,’ the $150,000 study – the first
of its kind – was jointly sponsored by CHEC and the Evangelical
Fellowship of Canada (EFC), and engaged 7,698 Canadians.
CHEC
CHEC, with a membership of 34 Christian colleges and
universities, is a non-profit association of higher education institutions,
based in Markham, Ontario, and is associated with the EFC. It defines its
mission as “advancing Christian higher education, fostering
institutional cooperation, and raising public awareness of the value of
Christian higher education in Canada.”
Ignorance
Results of the study were published in a 353-page
final report. It showed widespread ignorance among people not involved in
any CHEC institution.
Some two-thirds of those polled did not know what the
expression ‘Christian higher education’ means, and could not
name a single such institution.
According to a summary released by CHEC, “Most
assume that Christian higher education is only for those who plan careers
in religion. Most assume that at CHEC institutions Christian faith is
taught in all courses in the curriculum, but prefer that this should be
restricted to religion courses only.”
However, results showed a willingness (between 50
– 98 percent) in all respondents, to “give some consideration
to Christian higher education options when selecting post secondary
studies.”
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In addition, most gave Christian post-secondary
institutions much more positive ratings than non-Christian institutions in
three areas: small class size (giving greater access to teachers), teachers
acting as mentors, and faith as part of the learning process.
When asked for key factors that would influence their
choice of post-secondary schools, the report showed that in all instances
students seek input from personal contacts – family, friends and
parents (not employers or colleagues).
Surprises
“I was surprised how open the Canadian public is
to Christian and faith-based people expressing themselves,” CHEC
executive director Al Heibert told Options.
He is also surprised at how high interest in Christian
post secondary education was, among what the study described as
“ambivalent agnostics”– with 10 percent stating they
would consider Christian higher education.
Options also spoke to
Justin Cooper, who is president of the CHEC council as well as heading
Redeemer University College in Ancaster, Ontario.
He commented: “The report’s findings
present Christian higher ed schools with the challenge of doing a better
job in communicating the value of the education we offer, and the variety
of programs and vocational opportunities available to students.
“At the same time, the study gives us a clearer
picture of the audience we are trying to reach. Overall, I am excited about
the positive potential for better marketing of – and increased
enrollment in – our institutions.”
Marketing
At their AGM, CHEC delegates discussed a
proposed national communications and marketing plan.
A key component is a DVD promoting Christian higher
education in Canada, which will be distributed to evangelical churches and
Christian bookstores throughout the country.
www.checanada.ca
Options Winter 2008
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