United Negro College Fund/The Monitor Group

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MEE was hired by the United Negro College Fund (UNCF) to conduct qualitative, focus group research in January and February 2012 with parents and guardians of youth (ages 5 – 18) who attend public, charter or private/parochial schools on a voucher. Groups were conducted in five cities: Washington, DC; New Orleans, LA; Atlanta, GA; Detroit, MI; and Memphis, TN.

The purpose of the research was to understand participants’ current attitudes towards the public education system, their willingness to embrace the education reform movement, and the extent to which they grasp the key decisions necessary to navigate their children to and through college. This research also assessed UNCF brand awareness and credibility with this audience. The findings from this research are being used to inform UNCF decision-making as it considers expanding its mission to include engaging and empowering parents and communities to demand improvements to their school systems, in an effort to improve the pipeline of students to excel to and through college.