Metrics Matter: Lessons Learned from the ABS

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

www.PerformaHE.com Experience. Exper+se. Enthusiasm.

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)

Experience. Exper+se. Enthusiasm. www.PerformaHE.com

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


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 . . .


NACCAP 2010 ABS – Fast Facts


NACCAP 2010 ABS – Fast Facts


Fall 2010 ABS – Cost to Recruit a Tradi=onal Student


Recrui=ng Ra=os


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


NACCAP ABS Case Study: The Admission Funnel


NACCAP ABS Case Study: Enrollment, Staffing and Ra=os


NACCAP ABS Case Study: Budget by Category


NACCAP ABS Case Study: Budget by Category as % of Total


NACCAP ABS Case Study: Salary Informa=on


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 [email protected]

Documents

Metrics Matter: Lessons Learned from the ABS