Increased pressure on higher-ed admissions teams could be driving aggressive enrollment practices
When it comes to communicating with prospective students, nonprofit higher education institutions outperform for-profits on key inquiry response benchmarks, according to “Comparing Inquiry Response Strategies at Nonprofit and For-Profit Higher Education Institutions,” a two-part secret shopper study on responsiveness to student inquiries.
However, both nonprofit and for-profit schools underperformed on other important factors, frustrating prospective students and limiting their enrollment potential.
The study was conducted by Velocify, a cloud-based intelligent enrollment management software, and Enrollment Resources, which helps institutions improve enrollment management practices.
“With enrollment down across the board, attracting enough qualified applicants is a key admissions issue for most colleges and universities, whether proprietary or nonprofit,” said Martin Lind, director of the education vertical at Velocify. “Though the nonprofit schools surveyed were, overall, much more responsive than the stereotype would dictate, there is a substantial opportunity to improve performance across most of the benchmarks, especially speed-to-call, persistence and inbound call user-experience.”