Admission Yield: An Institutional Priority

John W. Dysart
President
The Dysart Group, Inc.

This is the time of year when pressure is on the leadership team in the recruitment division to finalize the new student numbers for the coming term and to use every means possible to increase yield. One of the simplest ways to increase new student enrollments is to increase the conversion rate from accepted applicant to enrolled student. More students can be enrolled even if application pools are stagnant by encouraging a higher percentage of accepted applicants to enroll.

Other offices at the institution can have a positive influence on yield. Colleges and universities have the best chance to realize improvements in yield when the task becomes an institutional priority.

Registration and course selection can be important in keeping deposited students interested. Many colleges and universities wait until late in the cycle to register new students and often require students complete the process face-to-face. Consider telephone course selection and start the process for deposited students in March.

– Beginning the course selection process early will enable admission counselors to use the possibility to solicit deposits.

– Course selection should be conducted over the telephone. Deposited students should be called and their schedules should be finalized over the telephone as well.

The sooner students can visualize their enrollment at the school, the better for yield. Understanding your class schedule months in advance will facilitate the visualization process.

– Orientation programs are terrific, but it is not necessary to make course selection part of the on-campus experience.

– It may be necessary for leaders in the academic division to complete course scheduling earlier in the year so that returning students can still be given priority in course selection. Frankly, earlier pre-registration for currently enrolled students will have a positive influence on retention.

The Housing Office can contribute to increases in yield by making housing assignments much earlier in the process.

– It is not unusual for colleges and universities to hold housing assignments until the summer. This makes no sense. Deposited students should be able to find out their living arrangements no later than the end of March.

– Early assignments facilitate positive visualization. Early assignments provide ample time and opportunity for new students to connect with roommates via social media.

The Business Office could enhance yield with early billing, at least for accepted students, and proactive outreach to deposited families to provide counsel with regard to financial aid and payment plans.

– Consider billing in early April.

– Be sure to provide information on how financial aid will impact the net price.

– Work with representatives in the Financial Aid Office to telephone deposited students and their families to discuss net price and options to pay remaining balances by utilizing alternative loans or payment plans. Early discussion means that families will have time to plan!

Faculty members can play an import role in yield.

– Perhaps select faculty could be used to telephone, email or text accepted students. They could welcome these students to the school and discuss the attributes of academic majors.

The Office of Student Services can assist in encouraging accepted students to deposit and deposited students to enroll.

– There is a wealth of information regarding student interests outside of academics in the Student Services Office. Schools can use student leaders in clubs and organizations on campus to invite the participation of prospective students.

Obviously, the Admission Office is the entity primarily charged with increasing yield. But in these difficult economic times, a comprehensive institutional approach to yield will result in better outcomes.