Metrics Matter: Insights from the NACCAP Admission Benchmarking Study
Tim Fuller Vice President, Performa Higher Educa6on June 6, 2011 © Performa Higher Education, LLC 2011 All Rights Reserved. Confidential Material: These materials may not be distributed without the consent of Performa Higher Education, LLC
Introduc=on Tim Fuller, Vice President/Owner – Joined Performa Higher Educa=on in 2007 aEer a 27 year career in admission at Houghton College (NY) – VP for Enrollment Management from1991-‐2007 – Former NACCAP President and Vice President – Served as Senior Research Fellow with CCCU for cost to recruit a student/ admission funnel study – Now leading NACCAP s enrollment research project – Leads enrollment, research, strategic planning, search assistance and comprehensive projects for Performa Higher Educa=on s Chris=an college campuses – Father of a very bright rising senior son (who is on many of your mailing lists) www.PerformaHE.com
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The NACCAP Enrollment Research Project • Admission Funnel Reports – – – –
Progress reports on applica=ons, admits and deposits Gathered on the 1st of December, February, April, May and June Final report in October Vital informa=on on trends in Chris=an higher educa=on
• The Admission Benchmarking Study (ABS) • • • • •
Annual study gathered November to January Analysis of cost to recruit a student, staffing ra=os and the funnel Salary study by level of posi=on Produc=vity ra=os for recrui=ng staff Comparison data helpful in se^ng targets, direc=ng budget resources
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Overview -‐ 2010 NACCAP Admission Benchmarking Study • 182 relevant members
• 64 responses (35.2% response rate) • Data reported broken down into categories • Overall • Enrollment size (by total tradi=onal enrollment – five sub-‐groups) • Region • Ins=tu=on Type
• Some data issues . . . www.PerformaHE.com
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NACCAP 2010 ABS – Fast Facts
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NACCAP 2010 ABS – Fast Facts
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Fall 2010 ABS – Cost to Recruit a Tradi=onal Student
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Recrui=ng Ra=os
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Nice numbers, but so what? A case study drawn from the data: • Review the following slides and consider what this data is saying and what you might do if this was your data • You can do this at home (if you par=cipated) or . . . • You can come to our offices for a no-‐fee Strategic Enrollment Data Day and let us help you with it
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NACCAP ABS Case Study: The Admission Funnel
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NACCAP ABS Case Study: Enrollment, Staffing and Ra=os
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NACCAP ABS Case Study: Budget by Category
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NACCAP ABS Case Study: Budget by Category as % of Total
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NACCAP ABS Case Study: Salary Informa=on
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Closing Comments • Next year s ABS launching early November • Remember the Strategic Enrollment Data Day offer Tim Fuller Vice President/Owner NACCAP Enrollment Research Project Leader juller@performahe.com www.PerformaHE.com
Experience. Exper+se. Enthusiasm.