Enrollment Outcomes and Presidential Success

John W.Dysart
President
The Dysart Group, Inc.

College and university presidents are rightfully focused on fundraising, endowments, curricular growth and public relations. For small, private colleges and universities, these priorities can often come at the expense of the most important issue for presidents at tuition-driven schools?enrollment.

I am always surprised at how often enrollment, recruitment and financial aid take a backseat to other priorities. Perhaps it is because presidents usually do not bring significant enrollment management experience to the table. Perhaps presidents place too much faith in their enrollment management professionals, despite disappointing outcomes. Presidents may too often be swayed by convenient excuses for poor performance such as demographic declines and bad economic conditions. I believe that presidents devalue the importance of enrollment growth at significant career risk.

I am writing on this topic not only because I have a direct interest in the business of enrollment management, but also because I have witnessed the reality of several respected, committed, qualified and dedicated college presidents losing their jobs directly because of enrollment stagnation or decline.

I offer the following advice:

• Make enrollment the top priority of your presidency.
• Do not accept traditional excuses for failure to meet enrollment objectives vital to the financial health of the school.
• Speak with other presidents about your enrollment challenges, especially those who have been successful.
• Be willing to invest in your admission and financial aid offices regardless of the overall financial constraints at your college or university.
• Do not hesitate to seek guidance from qualified consult-ants with track records of success.

Ultimately a successful college presidency includes much more than enrollment. The most successful presidents I know, however, have utilized enrollment growth and in-creased revenue to achieve other goals regarding increased salaries for faculty and staff, enhanced student activities, the addition of new sports, new buildings, the growth of the physical plant and overall good news to drive alumni participation and fundraising.