Demonstrated Interest in College Admissions: What It Is, Does it Matter, and How Do You Show It?

People ask me all the time about demonstrated interest: What is it? Is it real? How can students demonstrate interest? How does one even know if a college or university considers demonstrated interest?

What is Demonstrated Interest?

Demonstrated interest is a variable that colleges and universities measure to track interest and engagement with their institutions. Colleges and universities that consider demonstrated interest evaluate the actions taken by applicants before and after submitting applications as part of the holistic application review process.

Why Does Demonstrated Interest Matter?

Demonstrating interest allows colleges to accept applicants who they feel are more likely to accept admissions offers, thereby improving their yield (percent of admitted students who enroll). Since yield potentially affects college rankings, financial stability, and selectivity, a perceived indicator of quality––yield matters. In some cases, demonstrating interest gives one candidate an edge over others with similar course rigor, test scores, extracurricular activities, etc., because it shows that they are passionate about attending––thus more likely to enroll if admitted to a university.

Is Demonstrated Interest Real?

Yes, demonstrated interest is real. However, it is important to know that not all schools consider demonstrated interest in the admissions process, and of those that do, the relative importance of demonstrated interest varies. Despite the extent to which a college may consider demonstrated interest, it is important to remember that most four-year colleges report that the most important factors in admission decisions are  high school grades, courses, and strength of the high school curriculum (NACAC, 2023).

How Important is Demonstrated Interest?

That depends. Although the role of demonstrated interest in college admissions has declined since 2007, in some instances, it still plays an important role. In fact, in some cases, demonstrated interest is considered as or even more  important than counselor and teacher recommendations (NACAC Factors in the Admission Decision, 2023). As the post-pandemic college admissions landscape evolves and more data become available, we may see the role of demonstrated interest gain more traction. For information on how one highly selective college views demonstrated interest, read "What’s the Deal with 'Engagement'?" written by Owen Knight, Director of Admission Engagement at Tulane University.

How Do I Know Which Colleges and Universities Consider Demonstrated Interest?

The easiest way to find out is to ask college admissions staff or look at an institution's common data set. High school counselors and independent college admissions counselors should be able to provide more nuanced information to further contextualize the value of demonstrated interest. Regardless of what institutions claim, when colleges offer Early Decision (i.e., the ultimate act of demonstrating interest), it is clear that they value demonstrated interest. A lot. When students are deferred or placed on wait lists, there is evidence to suggest that demonstrating interest adds value.

💡Expert Tip: Use the Common Data Set Initiative (CDS) to find out if and how much a college values demonstrated

     Interest by following the steps below:

1. Google “name of college common data set 2023” (e.g., UNC common data set 2023) note - FES clients can locate the CDS from the Custom College Plan student portal.

2. Open the CDS 

3. Scroll to section C.7: Basis for Selection: Relative Importance of Factors in Admission Decisions the most recent year available

How Can Students Demonstrate Interest?

While the list below will certainly help students demonstrate interest, I am not suggesting that anyone does all these. Rather, connect in meaningful, authentic, and sustainable ways.

• Open all emails from the college, click on links, and spend time on the website (colleges know who looks at what, for how long, etc.)

• Complete the online request for information form and read it

• Follow and like on social media

• If appropriate and/or encouraged, reach out to an admissions counselor (in person, via Zoom, or email)

• Spend the night if that is an option

• Sit in on classes, if possible

• Meet with admissions counselors if they come to your school

• Take an in-person tour (Note: Do NOT break the bank to do this!)

• Open and read informational emails

• Attend a virtual event such as a virtual info session, tour, or webinar

• Take advantage of interview opportunities

• Apply EA or ED (Note: ED is binding and should be considered carefully)

• Attend a regional college fair and connect with admissions staff

• Speak with a current student

• ALWAYS send a thank you email after each encounter (Note: Ensure all correspondence is professional & proofread)

• Use the “Why Us” essay to showcase what you know about the school and why it is important to you

• Look on the school website for other ways to interact and demonstrate interest

Final Thoughts

Students should be strategic about how they demonstrate interest in colleges. Additionally, it is important to understand that demonstrated interest is just a single component of an application used in the holistic college application review process, not a “golden ticket.”

For more information about demonstrated interest or any other aspect of the college admissions process, feel free to contact me at kathy@fineeducationalsolutions.com.