The COVID-19 pandemic’s unprecedented impact on communities throughout the country raised new challenges for the CSA field in 2020. To gain a better understanding of the field during this time, Prosperity Now asked CSA practitioners in the annual CSA survey about the difficulties they faced, as well as how they have changed their programs to respond to them.   

• 83% of CSA programs had difficulty reaching out to and/or engaging enrolled participants and their families virtually. Before the pandemic, many programs conducted outreach and engagement activities through schools and in-person events, and the switch to virtual has been challenging. Some programs have struggled to offer online services because of limited access families in low-income and rural communities have to the internet. One program reported that “parents’ bandwidth is maximized” and more virtual meetings or workshops is “not something they have an appetite for.” 

• 58% reported that participating families are experiencing significant financial hardship. Several programs told us that participating families have experienced job losses or loss of income. More families are dealing with emergency financial situations, limiting their capacity to focus on long-term savings. 

• 50% reported obstacles in working with school districts on enrollment or outreach.  School closures and the switch to virtual learning have impacted the ability of CSA practitioners to reach enrolled participants and their families. Many CSA events normally held in person have been cancelled, reducing the amount of interaction between CSA program staff and families. 

• 48% shared that promoting college savings is difficult or does not currently resonate with families during the pandemic. At a time when more families and students are struggling with meeting their immediate needs and day-to-day survival, it can be challenging or even seem tone deaf to focus on the long-term benefits of a CSA. 

CSA programs have addressed these challenges in several ways, according to the survey. 

• 82% of programs have moved their outreach and engagement activities to virtual platforms or other not-in-person methods. Several programs have used text messaging services, brought on more staff to communicate virtually with parents and updated their websites and social media to improve accessibility (e.g., San Francisco’s Kindergarten to College created a Spanish-language Facebook page). Other programs are developing financial education videos and tutorials that can be shared on their websites or through social media. Programs have also come up with creative socially-distanced ways to reach families. CollegeBound Saint Paul held drive-through baby showers, in which expectant parents were given information about the program and gifts for their babies without having to get out of their cars. 

• 37% shared that they have enhanced the services and resources provided to participants and families.  Many programs are providing direct emergency financial relief or helping families connect to local resources. Other programs have repurposed their budgets to fund laptops and internet access for participants.  

• 33% of programs added new incentives or changed existing incentives.  Recognizing the increased financial hardship families face, some programs have created new incentives that focus on non-financial activities for families that are unable to make deposits. Others are continuing with existing incentives but finding new ways for families to participate in activities, such as monthly raffles, virtually. 

Across the board, CSA programs are coming up with creative ways to adapt during the pandemic. With no clear end to the pandemic in sight, programs will continue implementing new strategies to support participating children and their families and serving as a resource for communities as they navigate this crisis. Stay tuned for more insights about the CSA field in the 2020 CSA State of the Field Report, which will be published in March.