May 27 2010

It's after May 1 and the rush of enrollment deposits are now in the past for the admission cycle.  For many institutions, though, the deposits in hand do not yet match the new student goal for the fall.  Is your staff on the same page with priorities moving forward?  Here are just a few strategies to consider. Is it a given that all new fall 2010 inquiry emails and calls are being routed to an admission counselor?  It’s too late in this cycle to simply take an address and mail the traditional admission packet.
  • What does the pool of incomplete application files look like?  If you haven’t done so already, it may be time to craft a letter to all incomplete files that are 60 days-plus old and gently inform students of your plans to deactivate their files within a few days unless they respond ASAP.  But, be sure to send this communication via snail mail.  An email copy is fine, but it’s important that parents see this communication as well.
  • For more recent incomplete application files, there should be an all-out emphasis on completing these files – especially before high school guidance offices transition to summer hours.
  • All financial aid packages sent out from this point forward should receive a follow-up phone call within 48 hours.  Walk through the package with the student and/or parent(s), and don’t simply ask, “Do you have any questions?”
  • “Individual deadlines” are a great idea.  Admission counselors should establish dates by which they agree with a student that his or her deposit should be received.  Remember, people in general respond better when you give them a date.  Would you remember to pay your bills if the phone company, for example, didn’t give you a date?
  • And, all new offers of admission letters should have the date by which you expect the enrollment deposit to be submitted.
  • Do the athletic coaches have commitment from any new student-athletes who haven’t paid their enrollment deposit yet?
  • And we should all remember that reducing the deposit cancellation rate compared to recent years is a critical component for increasing the size of the new student class.  One key idea: maximize attendance at your early summer orientation events.  Also, the admission staff should maintain a ‘shaky deposit’ list and meet weekly as a team to discuss strategies to solidify these commitments.  Be proactive when it comes to retaining deposits!

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