Please un-require (or better yet, remove) the Date of Birth from the very first login/apply screen (not the application itself, but the screen that comes up when clicking an "Apply Now!" button--basically the very same screen that gathers the information needed to give an automated login to the system).

Even though DOB is required in an application, it feels much too invasive to ask it on the very first screen where there's no ability to customize, soften, explain, or even add anything friendly to counter this invasive question. It's premature to ask it on the first screen before there's any relationship; before there's any trust in our school. These days people are cautious about giving up identifying information; certainly they will not want to give it simply to have access to our admissions portal. Let's wait until they see inside; feel the warmth and the opportunity. THAT'S a good time to ask them to commit and to require their DOB.