New NACAC Report Explores Impact of COVID-19 on Enrollment

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Editor’s note: A version of this article originally appeared on the Salesforce.org blog. Visit NACAC’s newsroom to learn more about the report referenced below.

Salesforce.org recently partnered with NACAC on a survey of 1,194 four-year higher education institutions to glean insight into how institutions are using data to support their long-term goals. The full report offers insight into many critical aspects of recruiting and admission.

Most significantly — and timely — the report explores how the COVID-19 pandemic has impacted recruiting, admission, and enrollment for the Fall 2021 class and those following it.

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Addressing Bias in Hiring: Lessons for Enrollment Management Leaders

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When I started my career in 2003, I would have been hard-pressed to think that bias existed in the enrollment management profession. After all, doesn’t every college talk about how much they want to diversify their student body? Or how they want to be a more inclusive and accepting community? Campuses seek out students from a spectrum of backgrounds—low socioeconomic status, full-pay, LGBTQ, rural, urban, suburban, international, athletes, residents of certain states…the list is quite exhaustive. And it stands to reason that hiring practices within the profession would follow the same philosophy, right?

Unfortunately, since my last position on a college campus, which ended April 2019, I have witnessed a deep and disturbing pattern whereby hiring managers rarely view the marketing, recruiting, enrollment, and retention skills cultivated by individuals in the community college sector as on par with skills cultivated at four-year institutions.

I view this as an incidence of classism in higher education. Ultimately, it hurts qualified candidates and harms institutions that could benefit from the skills, experiences, and unique perspectives that community college professionals bring to the table.

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Students Discuss Inclusion and Diversity in Higher Ed

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By: Amber M. Briggs with Maria Guadalupe Romo-González and Will Walker

Author’s Note: The student perspectives shared below are representative of their unique experiences in higher education. We acknowledge there may be experiences that are missing from this conversation and encourage higher education leaders to continually seek out their own students’ perspectives and thoughtfully engage them in their decision-making process.

This summer, the Leadership Enterprise for a Diverse America (LEDA) had planned to bring a group of students to NACAC’s Guiding the Way to Inclusion conference to discuss their experiences in higher education and share their thoughts on what higher ed professionals can do to foster inclusion and diversity.

Unfortunately, the coronavirus crisis prompted NACAC to cancel the in-person event and instead move the conference online,

Although our panel was unable to participate in the virtual event, we know the topics of inclusion and diversity are more important than ever given the racial injustices and challenges of COVID-19 that students are facing. And with the help of two LEDA Scholars, we hope to begin that conversation on NACAC’s Admitted blog.

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Enrollment Management: Lessons on Leadership

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By: Shelley Arakawa, Amy Crutchfield, Robin Mamlet, and Lisa Meyer

What leader doesn’t feel unsure of their abilities during 2020? There certainly is no historic data to draw on when making decisions, and every decision seems crucial to the health of one’s team and the institution.

To help admission professionals navigate these unprecedented times, WittKieffer, a global search firm and NACAC member, was honored to partner with some of the country’s leading enrollment and higher education experts through our Summer Speaker Series, a course of four webinars focused on enrollment leadership.

One takeaway? Strong leadership matters, now more than ever.

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Senate Committee Makes Push for Further FAFSA Simplification

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Applying for financial aid can be a complicated task that requires significant time and effort for students and their families. According to recent data from the National Center for Education Statistics, although 65 percent of students who were high school freshmen in 2009 ultimately reported completing the Free Application for Federal Student Aid (FAFSA), 24 percent did not. Those who did not submit a FAFSA cited lack of awareness, lack of understanding of FAFSA requirements, and lack of time as barriers to completion.

On Sept. 17, the Senate Committee on Health, Education, Labor and Pensions (HELP) held a hearing titled “Time to Finish Fixing the FAFSA.” Chairman Lamar Alexander (R-TN) and ranking member Patty Murray (D-WA) have both sponsored FAFSA simplification legislation.

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#NACAC20: Pandemic Spurs Changes in Higher Ed

In times of great crisis, America has depended on higher education to help bring stability to the nation. The Morrill Act of 1862, which established land grant colleges, was enacted during the Civil War. Decades later, Congress passed the G.I. Bill to assist World War II servicemen.

A panel of US college presidents told attendees at this week’s 2020 NACAC Virtual Conference that universities can play a similar role amid the coronavirus crisis. But colleges must adapt, and state and federal dollars are necessary to reach all those in need of support.

“In every moment of great strife and challenge in our nation…America leaned back into educating its citizens and used higher education as a force for good and a force for change,” said Daniel G. Lugo, president of Queens University of Charlotte (NC). “It is important that we not cede ground on what is right about us because, if we do that, we’ll never ever, ever get state governments or the federal government to think of us as a place to make more equitable investments.”

“…We do need to improve, we do need to be more self-conscious and aware,” Lugo added during the discussion, which was moderated by education journalist and author Jeff Selingo. “But too often we cede ground on how good we actually are.”

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#NACAC20: Current Crises Demand New Mindset for Colleges

The work of colleges and universities has never been more urgent, education leader Michael Sorrell told attendees Thursday at the 2020 NACAC Virtual Conference.

In these unprecedented times, higher education institutions have a duty to both students and democratic society, said Sorrell, president of Paul Quinn College (TX). History will judge the ways in which US colleges respond to the coronavirus pandemic, the country’s continued shameful treatment of Black people, and the actions of the current presidential administration, Sorrell said at the conference’s closing session.

He urged attendees to look at what their institution could do differently in this time crisis, which has hit minorities particularly hard.

“I am an advocate of higher education, but I’m also critical of it,” said Sorrell. “I don’t think we’ve done enough, and I don’t think we are who we need to be. If we are honest, we produced the people who produced this moment. We need to fix it.”

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#NACAC20: Advocacy in the COVID-19 Era

Want to make life better for students (and your institution) amid the pandemic?

Speakers featured during a panel discussion on politics, government, and higher education at this week’s 2020 NACAC Virtual Conference offered two suggestions.

  1. Pick up the phone.
  2. Vote.

“These are very tough times we are living in,” Paul Mounds, chief of staff for the governor of Connecticut, told attendees. “…This is not the time to be shy about your financial situation. This is not the time to be shy about the situations facing your students…Government needs to hear directly from you.”

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#NACAC20: Ibram X. Kendi Urges Examination of Admission Policies and Practices

Funding formulas, testing policies, and recruitment and retention strategies are just some of the areas that must be addressed by schools, colleges, and communities seeking equity and access for all students, celebrated antiracist scholar Ibram X. Kendi told attendees Tuesday at the 2020 NACAC Virtual Conference.

Racism is embedded throughout American society, he said. Dismantling such systemic injustice will require persistent self-awareness, constant self-criticism, and regular self-examination.

“You can’t declare one day: I am antiracist,” said Kendi, bestselling author of How to be an Antiracist and other books examining race in America. “But you can say, I’m striving to be. You can say, I’m going to go on that journey.”

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#NACAC20: A Students-First Approach to Higher Ed

If US higher education is to survive, it must refocus its efforts and prioritize students, NACAC CEO Angel B. Pérez said Tuesday in remarks at the 2020 NACAC Virtual Conference.

Like many sectors of the US economy, the admission profession has felt the effects of the coronavirus crisis on its institutional budgets, Pérez noted. But those concerns are secondary when compared to the larger crisis looming for higher ed, he said.

“While we all understandably worry about our schools and our institutions, we have to remember that without students, nothing else in the educational endeavor matters,” Pérez said in his first keynote address as the association’s chief executive officer. “…As we move away from enforcing a code of ethics, NACAC will act publicly and with determination when policy or practice threatens to cause harm to or perpetuate inequities among students.”

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Daily updates on NACAC and the world of college admission counseling. For more information about NACAC, visit nacacnet.org.