NACCAP Enrollment Research Project for Newbies

NACCAP Conference 2019

© 2018 Credo, LLC. All rights reserved. Credo Confidential: These materials may not be distributed without the consent of Credo, LLC.

Tim Fuller, Senior Vice President/OwnerDave Burke, Associate Vice President for Enrollment SolutionsAlise Napp, Project Manager

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Agenda

1 Who

2 What

3 Why

4 Q&A

Who

1

4

5

Credo is…

…the trusted partner and catalyst to

leaders of colleges and universities

providing customized, comprehensive,

integrated services all around the

country to keep students at the center

of every decision and action during an

era when the value and sustainability

of higher education is in question.

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Independent college and university partners since 1995

400+

Campuses engaged per year

120+

Services offered across critical areas of institutional strategy

and operation

50+

Christian college clients

149

Consultants, project managers and passionate higher education

experts on the Credo team.

45+

Partner projects per year

275+

Credo by the Numbers

Credo Signature Services

Campus

Master

Plan

1

Strategic

Planning and

Implementation

2

Driving

Strategic

Enrollment

Growth

3

Moving the

Needle

Student Success

and Retention

4

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Who: NACCAP/Credo Partnership

Credo has been NACCAP’s enrollment research partner since 2008.

• A resource to NACCAP and other Christian higher education organizations (CCCU, ABHE, ABACC) on enrollment trends

• The Credo project team uses the data to build knowledge and strategy capacity for college presidents, enrollment leaders, and other cabinet members

• The Credo team actively recruits new members for NACCAP and encourages full utilization of the research and other NACCAP services

Who: NACCAP Research Team

Who: Research Users

Who should have an account for the NACCAP Enrollment Research Project (ERP)?

• Chief Enrollment Officers (VPs, Deans, etc.)

• Directors of Admission

• Admission office operations/data managers

• Other campus data partners (institutional research)

Logins are available via the Contact Us page of the website or by talking with me!

What

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What: NACCAP Enrollment Research Project

The NACCAP Enrollment Research Project (ERP) provides admissions officers at member institutions with critical

comparative data about traditional undergraduate admissions throughout each recruiting cycle.

Data is gathered through the website www.naccapreserach.org

What: Project Components

• Two research projects facilitated on the website

• Funnel reports

• Annual Benchmarking Study (ABS)

• Other regular research

• Graduate/Adult/Seminary admission

• Admission Counselors

• College Counselors

What: The Funnel Report

• Six annual reporting periods

• Current snapshots of admission funnel progress to date

• Includes application, admits, and deposits for first-year students and transfers

• Report cycles open in December, February, April, May, and June.

• Final report in late September collects numbers from the end of the recruiting cycle.

What: The Funnel Report

What: Annual Benchmarking Study

• One annual report

• Gathers data on budget, staffing, salaries, and funnel

• Just completed 26th annual research cycle

• Data broken down by NACCAP regions, institutional size, and institutional type (CCCU, ABHE, other)

• Complete member-by-member results available to participants only

• 105 participating institutions in the 2018 cycle

• 2019 ABS launches August 1 and closes by (American) Thanksgiving

What: The Website

Why

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Why Should My Institution Participate?

• Membership Expectation

• Supporting NACCAP

• Research clearly suggests that major competition for Christian colleges is not each other! Rather, NACCAP schools are often competing with public higher education. Information sharing helps all of succeed in growing the market share for Christian higher education.

Why Should My Institution Participate?

• “How are the numbers?”

• The best way to answer this question involves not just a comparison with last year or the last several years. It should include some sense of what the trends are in the marketplace of Christian higher education.

• Access

• You’re gaining access to trends for NACCAP members as a group, but also data on the institutions against which you measure your own success on a regular basis.

• You can only access the full data when you participate.

Questions the Data Helps You Answer

• How does our funnel progress compare to peer and aspirant Christian colleges?

• Have we committed enough budget and staff to the task of recruiting students?

• How are we spending our budget dollars in comparison to others (and does this difference matter)?

• Who is doing well and how can we learn from them?

• Based on the data we’re seeing, where should we put our strategic focus as we seek to meet our enrollment goals?

Average Budget Dollars

Credo

College Watchlist

Smallest

Enrollment

Advertising $4,006 $27,722 $38,973

Publications $26,078 $7,020 $13,729

Electronic Media $939 $19,756 $10,879

Direct Mail $51,727 $7,182 $28,360

Marketing Subtotal (sum of above categories) $82,750 $61,679 $91,940

Travel $24,216 $18,977 $25,977

On-Campus Entertainment $17,302 $6,741 $10,572

Student Wages $28,981 $24,572 $18,703

Why: The Data

Average % of Total Budget

Credo

College Watchlist

Smallest

Enrollment

Advertising 0.77% 7.31% 7.62%

Publications 5.03% 1.79% 2.91%

Electronic Media 0.18% 5.81% 2.28%

Direct Mail 9.98% 1.94% 3.61%

Marketing Subtotal (sum of above categories) 15.97% 16.86% 16.42%

Travel 4.67% 5.16% 7.95%

On-Campus Entertainment 3.34% 1.79% 3.09%

Non-Salary Total 37.73% 28.64% 33.74%

Professional Salaries 32.60% 41.80% 40.53%

Support Salaries 11.00% 7.75% 7.13%

Student Wages 5.59% 6.94% 4.30%

Total Salary and Fringe 62.27% 71.36% 66.26%

Why: The Data

Enrollment, Staffing and Ratios

Credo

College Watchlist

Smallest

Enrollment

Total Undergrad Enrollment 269 302 279

Fall 2017 FT New Students 76 118 101

Spring 2017 FT New Students 6 20 15

Total 2017 FT New Students 82 137 115

FTE Professional Staff 5.79 4.85 3.96

FTE Prof Staff - Direct Recruiting 3.75 3.14 2.61

FTE Support Staff 2.00 1.06 1.34

Ratio: New Students / Prof Staff FTE 14.16 33.37 34.23

Ratio: New Students / Recruiting FTE 21.87 52.39 57.97

Ratio: Total Budget $ / New Student $6,320 $2,868 $3,705

Professional Staff Overhead 2.04 1.71 1.35

Support Staff / Total Staff 25.67% 20.24% 25.60%

New Transfers 15 48 28

Transfer % of Total Fall 2017 New Students 19.74% 40.17% 32.13%

Why: The Data

Admissions Funnel

Credo

College Watchlist

Smallest

Enrollment

2017 Grads Who Inquired 5758 1973 1807

Inquiry to Application % 3.35% 29.14% 25.77%

2017 Grads Who Applied 193 337 277

App to Completed App % 68.39% 51.58% 60.45%

2017 Grads Who Completed Apps 132 147 154

Completed App to Admitted % 84.09% 96.69% 95.58%

2017 Grads Who Were Admitted 111 142 149

Admitted to Enrolled % 54.95% 57.94% 61.01%

2017 Grads Who Enrolled 61 82 78

Why: The Data

Why: The Watchlist

Other Reports and Functionality

• Export Report History

• Funnel Summary Report

• ABS Comparison Report

• And if you don’t find what you need, ask

• Terms of research agreement – don’t share logins, don’t make invidious comparisons…Remember, the point of sharing is so we all get stronger!

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Questions?

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Thank you!

Tim Fuller, Senior Vice President/OwnerDave Burke, Associate Vice President for Enrollment SolutionsAlise Napp, Project Manager