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Testing Different Types of School Recruitment Emails: A Nimble Reach and Engagement Randomized Controlled Trial, 2021
Creator
Lord, P, National Foundation for Educational Research
Study number / PID
855649 (UKDA)
10.5255/UKDA-SN-855649 (DOI)
Data access
Open
Series
Not available
Abstract
The Education Endowment Foundation (EEF) has been leading the management of the Tuition Partners (TP) pillar of the National Tutoring Programme (NTP) in 2020/2021, funded as part of the government coronavirus catch-up package. The TP programme allows schools to access subsidised tuition from a list of 33 tuition partners, quality approved by the EEF, to support pupils who have missed out the most as a result of school closures due to the COVID-19 pandemic. The focus is on supporting disadvantaged pupils, in particular those eligible for Pupil Premium, but with flexibility for schools to select those pupils who they feel were most in need of the support.
The EEF commissioned the National Foundation for Educational Research (NFER) to run a reach and engagement nimble randomised controlled trial (RCT) with EM Tuition, an approved NTP Tuition Partner. The RCT explored the impact of two distinctive types of recruitment emails on school sign-up to the TP programme provided by EM Tuition: one email included a testimonial from a headteacher on the benefits of tutoring, the other included a summary of the research evidence of the benefits of tutoring. EM Tuition sent recruitment emails during February and March 2021 to 1,949 primary, secondary, and special schools in areas of England where they offer tutoring provision, including Hertfordshire, Essex, North London, the East of England, and Suffolk. Schools were randomly allocated to receive one of the two types of email messages.
A team from NFER analysed the impact of the different recruitment emails on the proportion of schools signing a Memorandum of Understanding (MoU) or providing an Expression of Interest (EoI) for their pupils to receive tutoring from EM Tuition as part of the TP programme.The Education Endowment Foundation (EEF) has been leading the management of the Tuition Partners (TP) pillar of the National Tutoring Programme (NTP) in 2020/2021, funded as part of the government coronavirus catch-up package....
Terminology used is generally based on DDI controlled vocabularies: Time Method, Analysis Unit, Sampling Procedure and Mode of Collection, available at CESSDA Vocabulary Service.
Methodology
Data collection period
01/02/2021 - 31/03/2021
Country
United Kingdom
Time dimension
Not available
Analysis unit
Organization
Universe
Not available
Sampling procedure
Not available
Kind of data
Numeric
Text
Data collection mode
EM Tuition sent recruitment emails during February and March 2021 to1,949 primary, secondary, and special schools in areas of England where they offer tutoring provision, including Hertfordshire, Essex, North London, the East of England, and Suffolk. Schools were randomly allocated to receive one of the two types of email messages. The outcomes recorded were schools signing a Memorandum of Understanding (MoU) or providing an Expression of Interest (EoI) for their pupils to receive tutoring from EM Tuition.
Funding information
Grant number
Unknown
Access
Publisher
UK Data Service
Publication year
2022
Terms of data access
The Data Collection is available to any user without the requirement for registration for download/access.