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