Comparisons and Context

As part of a comprehensive enrollment project for the North American Coalition of Christian Admission Professionals (NACCAP), Credo analyzes both the cost to recruit a traditional college student as well as key admission funnel metrics each year. I’ve conducted this research for 17 years, the last three on NACCAP’s behalf. Highlights of the 2009 version of the study include:

• Overall average cost to recruit a student was $2,487, a slight increase over 2008s $2,464
• Cost to recruit differs by region and enrollment size – in general, the smaller the institution, the higher the cost, a reflection of the economies of scale present in larger admission offices. The highest cost to recruit averages were in the Northwest and Northeast respectively; the lowest in the Southeast
• Average ratio of new students to professional staff member FTE is just over 52 students
• Average salary for a director of admission is highest in the Southwest region
• On average 75% of those who apply for admission to member institutions submit everything needed to complete the application process, reaching the point where an admission decision can be made

Why is this kind of information helpful? Primarily, it provides helpful comparisons on staffing, salaries, spending and key funnel ratios, putting institutional data in a larger context. For example, an institution seeking to add a new associate director position can get salary averages for their region that may help fix the salary at the right level.

Differences in funnel ratios, spring semester new student enrollment and other key enrollment facts can be indicators of opportunities for an institution falling short in significant areas. For more information about this study, please visit www.naccapresearch.org or contact me at tfuller@credohighered.com.

Tim Fuller Senior Consultant