In the world of college admissions and financial aid, FAFSA season is one of the most anticipated times of the year. Knowing when to communicate about the FAFSA to prospective students and families can make a big difference, especially following last year’s rollout delays and the newly introduced phased release. Here’s a guide on the best times to deploy your FAFSA marketing materials and what to expect from the 2025-26 cycle.
Based on last year’s phased rollout experience, marketing experts and higher education administrators are advised to wait until the new Dec. 1 launch before really ramping up marketing efforts. This new schedule ensures that materials coincide with the broader public’s access to the application, minimizing confusion for families and making for a smoother application experience. Here are a few targeted times for FAFSA marketing and engagement:
Early November to Mid-November: Begin generating awareness about the upcoming Dec. 1 FAFSA release. This period is ideal for a gentle email reminder, informing families about the importance of the FAFSA and any initial steps they should take, like obtaining a FAFSA ID.
December 1 – FAFSA Release: Once the FAFSA officially opens, transition into a more direct campaign focused on “Now is the time to apply!” messaging. A clear call to action will emphasize the importance of completing the application early, especially for families concerned with maximizing their financial aid opportunities.
Early 2025 – Follow-up and Deadline Reminders: Keep a steady stream of reminders about the FAFSA’s availability and upcoming priority deadlines specific to your institution and state. These reminders can nudge those who may have delayed or missed the first wave of communications.
What’s New for the 2025-26 FAFSA?
The FAFSA application process is no longer operating in the traditional October cycle. The new phased release begins with an initial testing period, followed by the full public launch on Dec. 1, 2024.
To support a smoother rollout, the Department of Education is implementing several significant changes:
- Phased Release Approach: Starting Oct. 1, 2024, select families began participating in a beta version of the FAFSA. This phased approach provides the Department of Education a chance to work through potential technical issues and refine the user experience. This pilot period is anticipated to reduce the likelihood of major delays, like those experienced last year when the Department of Education struggled to get aid information to colleges.
- Enhanced Online Resources and Support: The Department of Education has invested in updated online resources for students and families, along with 700 new call center agents trained to assist users during peak times. These additions aim to provide clearer instructions and more efficient troubleshooting, making the experience easier for students and families alike.
- Efficient Data Processing and Transfer to Colleges: This year, families’ information will be processed and shared with colleges in real-time as soon as the form is completed. Unlike last year, when delays affected the data sharing needed to finalize aid packages, the improved processing system should streamline this aspect of the application.
- New FAFSA ID Guidance: One essential step that families can complete now is setting up a FAFSA ID, which will be necessary for signing and submitting the application online. Families may experience issues with the ID setup, so encouraging them to complete this process early can prevent last-minute complications.
Final Thoughts on FAFSA Marketing
The changes in this year’s FAFSA process, particularly the new Dec. 1 release date, call for a fresh approach to marketing timelines. By aligning communication strategies with the phased rollout and supporting families through any potential application hurdles, institutions can play a pivotal role in ensuring students access essential financial aid.
By Cat Hollands, Capture Client Trainer, Capture Higher Ed
