Enrollment Management: The Art of Improving Student Persistence

PACRAO 1999

Session C.2

Ruth Adams & Janet Ward

Seattle Pacific University

Institutional Strategic Plan

Enrollment Educational Programs

Endowment Facilities

Vision

It is an “Art”Critical Success FactorsBased on research and evaluationMatch the student with the institutionWillingness to Pay CostsLeadership’s Commitment

Goals of Enrollment Management

Stabilize Enrollment Stabilize Finances:Revenue Streams

Optimize Resources Link Academic Programs &EM

Improve Services & Quality Improve Access toInformation

Reduce Vulnerability toEnvironmental Forces

Evaluate Strategies andTactics

What is Enrollment Management

Strategic Enrollment Management is a comprehensive process to help an institution to maintain the optimum recruitment, retention and graduation rates of students, where “optimum” is defined within the academic context of the institution.

Michael G. Dolence, AACRAO 1993

Academic Programs & Policies Marketing &

Communication: Admissions & Financial Strategy

Research: Selection through Entrance

Information Systems

Exceptional Learning Experience & Quality Faculty Advising

Quality Student Support Services

Research: Outcomes Assessment

Learning Community

Informed Major & Career Decisions = Satisfied Alumni

Components That Impact EM

VISION

EM to Achieve the Goals

SPU’s Vision

Graduate more students of competence & character who will change the world

One of the premiere Christian Universities

Collaborative All-University Process

AcademicsEnrollment

Management

Student Life

Student

Business & Planning

Creating Collaborations

Enrollment Planning team

Deans of EM and Student Life, Directors of Admission, Financial Services, Institutional Research, Residence Life, University Services and Academic Services

Student Success Strategies team

Dean of EM, Directors of Career Development, Faculty Advising, Financial Services, Residence Life and Academic Services

VISION

Create the PROCESS & TEAM

EM to Achieve the Goals

University Marketing and Admissions

Student Academic Services

Student Financial Services

Institutional ResearchUMA SFS

SAS

Enrollment Management Team

IR

Resources for Persistence

AcademicFaculty advisorsAcademic counselors

FinancialFinancial counselorsStudent employment

Student LifeCareer counselorsEducational Services

EM: Service ComponentsStudent CenteredService-OrientedReflect QualityAddress Student Satisfaction for “Valued” Services/ExperiencesAddress Access & EquityInstitution-wide & Consistent with Institutional Mission/Strategic Plan

VISION

PROCESS & TEAM

Create the TOOLS & ASSESSMENTS

EM to Achieve the Goals

Enrollment PlanMarketing & Communication

Environmental factorsDemographicsMarket NicheAspirations / Vision

Enrollment / Net RevenueInputsOutcomes Capacity IssuesPrice and Financial Aid StrategyStudent Success Strategies

Continuous Evaluation & AdjustmentsIdentify Challenges & Implement Strategies

People First

National Definitions & AveragesMajorityHS Rank

SATScore

FR-SOPersistence

5-YRGradRate

HighlySelective

Top 10% 1220-1380 92% 80%

SelectiveTop 25% 1030-

1220 82% 64%

TraditionalTop 50% 950-

1070 73% 53%

LiberalLower50%

870-990 65% 42%

Open All 830-950 63% 41%

Tools & AssessmentsSurveys:

Selection: Admit and Cancel SurveyEntrance:First Year Experience: Focus GroupsContinuing Student SurveyDegree Recipient Survey (18 months after graduation)

Empirical Data: Quarterly & AnnuallySituational AnalysisEnrollment / Net Revenue Goals -- Forecasting & Modeling

Telemarketing:Entrance & Quarterly

What does our information tell us?

Admit SurveyCancel Survey

Premiere SurveyOur students are technologically ready Used with USEM advising

Stop out calls

SPU EM Strategies

Price & Financial Aid LeveragingCommon CurriculumNew Student Profile -Moderate SelectivityIntervention Strategies

Pricing Strategy:

QUESTIONS:

How do families with Median Family Incomes expect to pay for education?

What’s the impact of Price and Gift Aid on Outcomes (persistence)?

Funding Sources for College ExpensesEXPECTED

Parent’s Savings 51%Grants/Scholarships 47%Student Loans 42%Parent’s Income 33%Child’s Savings 30%Parent Loans 20%

ACTUAL SOURCES

Little to No SavingsLimited Current IncomeCounting on Financial Aid

Student and Parent LoansColleges Grants/Scholarships = Discounting the Price

SPU: First-time Freshmen -- Comparison between Tuition, Gift Aid, Average Cost and Persistence

80%76%Persistence to second year

1.25%6.44%% Increase from previous yr.$8494$8444Avg. Cost

$6047$5035Avg. Total Gift Aid

2.91%6.39%% Tuition Increase from previous year

‘98‘95Fall Quarter

Willingness to Pay /Price Discount -- by student profileNo Need Students / Full Pay

Merit Scholarships

Reasons for College Choice/ No-Need Cancels (Able to Pay Pool)Financial Aid-- not good enough

Location

Price

Financial Aid LeveragingAchieve Net Revenue even if miss headcount/credit count goals

Comparison: Enrolled & Cancelled

Academic Program

Common CurriculumYear 1 Cohort Experience

Year 2-4 Developmental & Cumulative

Learning Environment

PATH IBACCALAUREATE DEGREE

Common Curriculum

Major Requirements

University Requirements

SPU

Begins with Entering FR class 1998

ExploratoryCurriculum

Liberal Arts Education

University Seminar

CORE 1000Christian Formation

CORE 2000

Christian Scriptures

CORE 3000

Christian Theology

Capstone in Major

SR Common Curriculum Building Blocks

Conditions for Educational Quality

High expectationsClearly defined outcomes, frequent assessment, prompt feedback

Challenge aimed just above their current levels of cognitive developmentSupportive environmentSustained, diverse & appropriate active involvement in learning

Potential for Human Development

The higher the quality of instruction, the less relevant to achievement are the entering student’s abilities.

Baird, 1985

Learning should focus on GROWING EFFECTIVE LIFE-LONG LEARNERS.

New Student ProfileQuality and Mix

SPU’s New Student Profile: Pre (’95) and Post (’98) Implementation of SPU’s

Move to Moderate Selectivity

TR shows greatest change

3.573.22

3.523.04

Entering GPAHigh SchoolTransfer

+35+ 17+ 18+ 22%

114556957695%

111055255873%

Average SAT –TotalMathVerbal% above 1000

TR shows greatest change

65%68%

64%65%

Gender - % FemaleHigh SchoolTransfer

Differences’98’95New HS and Transfer

SPU’s New Student Profile:Pre (’95) and Post (’98) Implementation of SPU’s

Move to Moderate Selectivity

Stronger academic ability SPU at entrance.

3.573.43

3.223.21

3.523.19

3.042.92

Entering GPAAll High School

Ethnic Minority HSTransfer

Ethnic Minority TR

+ 35+ 75

+ 22%+ 13%

11451095

95%82%

11101020

73%69%

Average SAT –All HS AvgEthnic Minority Avg

% Avg. above 1000 –All Ethnic Minority Avg

+ 309565Ethnicity (HS and TR)

Differences’98’95All New Students

Intervention StrategiesWhy Students Leave

Academic AprilFaculty + Staff

National Research: Reasons Students Choose to Leave

Unable to adjust: lack of coping skills/academic and socialUncertain goals: lack of clarity; goals changeCompeting commitments: internal and externalIncongruent: mismatch between individual and social/intellectual life of institutionFinances: unable to bear full cost; cost outweighs perceived values of educational experienceIsolation/Lack of Integration: absence of significant intellectual/social contact

National Research: What Students Need to Learn ... Or, End Up Lost:

Learn the campus normsBuild connections academically and socially ... put

down roots and find nicheLearn to transfer successful behavior from past settings

to college lifeCoping skills .... peer pressures, time management,

manage anxiety, learn to ask for helpLearn connections between course requirements &

careers.

Role of Students’ Active Involvement

The impact of college is largely determined by the individual’sQuality of EffortLevel of Involvement

in both Academic and Non-Academic Activities

Student Decision Points … first 6 weeks:

•Roommate Relationship

•Connection to community

•Academic challenge…mid-terms

•Winter Qtr Registration & Faculty Advisor Relationship

SPU’sLearning

Community

Student Decision Points for Continuing Students….annually

•Reapply for Financial

Aid

•Time to Choose Major (Career Decisions)

•Quarterly Registration & Faculty Advisor Relationship

•Junior/Senior Cynicism

SPU Student Progressions Research:

Key Decision Points for Students

Who Contemplate Leaving

W 96 Student Focus Group

Keys to Success in College

#1…..Class Attendance (Alexander Astin)

Support … equal to the challengefeel connected, sense of belonging and community

opportunity for reflectionfeel encouraged and affirmed

Power … ability to work the systemability to influence outcomesfeel respected and listened to

ability to get clear answers/results

Involvement … meaningful, out-of-classroom

Are Students Applying for a Major in a Timely Manner?

Intended or Undecided

1999

1995

Juniors 42% 53%

Seniors 11% 17%

Significant challenge for the University to overcome

Updated: October 99: Annual comparison Dec 1.

Academic Programs & Policies Marketing &

Communication: Admissions & Financial Strategy

Research: Selection through Entrance

Information Systems

Exceptional Learning Experience & Quality Faculty Advising

Quality Student Support Services

Research: Outcomes Assessment

Student

Choices

Informed Major & Career Decisions = Satisfied Alumni

The Art of Enrollment Management