In the fall of 2014, 60 percent of all institutions did not meet their enrollment goals. Yet a Gallup study of college presidents found that about half thought enrollment would grow for the same period.
Enrollment management, a term coined in the 1970s, is based on the idea that student recruitment, retention, and persistence can lead to a stronger institution. By linking enrollment management with a larger strategic plan, institutions and boards should have the ability to achieve their objectives—but doing so requires a realistic understanding the nature, character, and qualities of enrolling students. Developing a plan that is aspirational and also realistic is critical for success.
Carol Cartwright, president emeritus of Kent State University, discusses recent changes in the enrollment demographics at public institutions of higher education in this video from AGB University.