Christian colleges unite and respond to study

By Peter Biggs

TWO THIRDS of Canadians don't know what the term 'Christian higher education' means and could not name a single institution that would fit that description, according to a landmark national study released by the pollsters at Ipsos-Reid October 19.

However, a majority expressed a willingness to consider Christian colleges or universities when deciding where to go for their post-secondary education.

The $150,000 study, entitled 'Christian Post-Secondary Education in Canada: Defining the Market,' was based on interviews with 7,698 Canadians and jointly sponsored by CHRISTIAN Higher Education Canada (CHEC) and the Evangelical Fellowship of Canada.

"Most assume that Christian higher education is only for those who plan careers in religion," said a document summarizing the report, issued by the CHEC. "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."

While two thirds of respondents did not recognize the term 'Christian higher education,' many of them -- between 50 and 98 percent, depending on the respondent segment -- said they would "give some consideration to Christian higher education options when selecting post secondary studies."

In addition, most respondents gave Christian post-secondary institutions much more positive ratings than non-Christian institutions in three areas: the mentorship of teachers, the integration of faith into the learning process, and the small class size, which facilitates greater access to teachers.

Respondents across the board said their choice of post-secondary school was significantly influenced by personal contacts -- including family, friends and parents -- but not employers or colleagues.

"I was surprised how open the Canadian public is to Christian and faith-based people expressing themselves," said Al Heibert, executive director of CHEC. "In a question about Prime Minister Harper ending speeches with 'God bless Canada,' 65 percent supported it."

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Heibert told CC.com he was surprised at how high interest in Christian higher education was, even among respondents classified as "ambivalent agnostics" -- 10 percent of whom said they would consider Christian higher education.

Justin Cooper, a CHEC council member and president of Redeemer University College in Ancaster, Ontario 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 enrolment in our institutions."

Future CHEC initiatives

Delegates to CHEC's annual general meeting, including presidents from about 30 post-secondary colleges and universities, discussed a new national communications and marketing plan and agreed to proceed with the first of three phases.

Heibert said they will produce a DVD promoting Christian higher education in Canada and distribute it to evangelical churches and Christian bookstores throughout the country. According to CHEC documents, the DVD will "invite the public to visit the CHEC website and will contain a sampling of contemporary Christian music, helpful materials on selecting and financing post secondary Christian higher education, and other resources."

CHEC will also launch a national forum on 'Discerning our Future: Canadian Christian Higher Education in the 21st Century' in June 2009 at the Chateau Cartier Resort in Gatineau, Quebec, located near Parliament Hill in Ottawa. They expect between 300 and 500 delegates.

Heibert said there is cause to be enthusiastic, now that CHEC members have approved these marketing and communications strategies. "This is a hinge event," he said. "There has never been a direct national marketing plan embarked upon together from CHEC to the Canadian public, indeed not in all of North America."

CHEC is a non-profit association of higher education institutions comprised of some 34 Christian post-secondary colleges and universities, based in Markham, Ontario and associated with the Evangelical Fellowship of Canada (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."

October 26/2007