In many private schools, the chief financial officer (CFO) has a dedicated board committee, advancement has connections to the board, and tends to sit on committees. Yet, the dean of enrollment or director of admission, the person responsible for generating most of the school’s income, often lacks such a committee. This oversight is not only surprising but also detrimental to the long-term health of the institution. Here’s why establishing an enrollment management committee of the board is essential:
1. Net Tuition Revenue
Although the CFO might be the one spending the money, it is the dean of enrollment who brings it in. Understanding the market conditions that affect revenue generation or limit it is vital. Why not bring in the expert, instead of relying on secondary conveyors of this crucial information?
2. Student Body Composition
As the saying goes, “The quality of the student body affects the quality of the program.” This concept should always be within the board’s purview. If issues arise—such as an imbalance in gender, an overabundance of students who require extensive resources, or an insufficient number of full-pay families—it would have been prudent to understand and address these issues beforehand.
3. Allocation of Financial Aid
Financial aid often represents the third-largest budget line at a school. It seems prudent for the board to understand how the allocation amount is determined and how it is being used to advance the school’s position.
4. Continuing Education
Few opportunities are available during the board meetings to educate them about enrollment management, but an enrollment management committee can be a great alternative. They can be for recruitment and, when appropriate, provide valuable insights during board discussions.
5. Strategic Alignment
An enrollment management committee can ensure that the school’s enrollment strategies are aligned with the broader strategic goals of the institution. This alignment is crucial for the school’s long-term success, ensuring that all efforts are moving in the same direction and that enrollment goals support the overall mission.
6. Crisis Management
During times of enrollment decline or economic downturn, having a dedicated committee allows for quicker, more informed responses. A committee that understands the nuances of enrollment can help navigate through challenging times with a strategic approach rather than reactive measures.
7. Competitive Advantage
In a competitive market, having a board committee focused on enrollment can provide a significant advantage. They can assist in identifying trends, understanding competitors, recommend resources to attract and retain students, ultimately ensuring the school’s sustainability and growth.
8. Transparency and Accountability
An enrollment management committee promotes transparency and accountability within the board. It ensures that key enrollment decisions are not only made with full understanding but also are aligned with the school’s financial and academic goals. This transparency builds trust among stakeholders and reinforces the board’s commitment to the school’s mission.
Potential Objections and Rebuttals
Objection 1: “The Head of School Can Represent the Admission Office.”
The control portion of the head of school might argue that they can represent the admission office. However, the reality is that the admission office spends days and days understanding enrollment management—an expertise the head of school doesn’t possess at the same level. If the head of school knows more than the dean of enrollment, then perhaps you’ve hired the wrong person for the enrollment management job. Of course, a former dean of enrollment who is now head might be an exception, but these cases are rare.
Rebuttal 1: The head of school, while highly skilled, cannot single-handedly manage every specialized area with the same depth as a dedicated professional. The dean of enrollment has extensive experience and insights that are crucial to maintaining and growing the student body, which directly impacts the school’s financial health. A committee can act as a bridge between the board and the admission office, bringing confidence that the school’s enrollment strategies are well-informed and effectively implemented. This collaboration ultimately supports the head of school, enabling this person to focus on broader leadership responsibilities while knowing that enrollment is in capable hands.
Objection 2: “It Could Lead to Micromanagement by the Board.”
Some heads of school may worry that forming an enrollment management committee could invite board members to micromanage the day-to-day operations of the admission office.
Rebuttal 2: An enrollment management committee is not about micromanaging but about providing strategic oversight. The committee would focus on big-picture issues like market trends, financial sustainability, and long-term planning, rather than getting involved in the daily operations. Clear guidelines can be established to define the committee’s role, ensuring it supports the dean of enrollment without overstepping boundaries.
Objection 3: “It Adds Another Layer of Bureaucracy.”
A concern might be that creating another committee adds complexity and slows down decision-making processes.
Rebuttal 3: While it’s true that adding a committee introduces another layer of governance, the benefits far outweigh the potential drawbacks. An enrollment management committee enhances the board’s ability to make informed decisions regarding one of the school’s most critical functions—enrollment. This added layer ensures that the board is fully engaged with the strategies that drive revenue and sustain the school’s future, ultimately leading to more efficient and effective decision-making.
Objection 4: “The Board is Already Overloaded with Committees.”
Heads of school might argue that the board already has too many committees, and adding another one could overburden members.
Rebuttal 4: While it’s important not to overwhelm board members, the significance of enrollment management to the school’s financial health justifies the creation of this committee. The enrollment management committee can also streamline and focus discussions on enrollment, potentially reducing the need for lengthy discussions in other board meetings. This committee’s work could actually make the board more efficient by concentrating specialized knowledge and discussion in one place.
Objection 5: “There’s No Immediate Enrollment Crisis.”
If the school is currently enjoying strong enrollment numbers, a head of school might feel that a dedicated committee isn’t necessary.
Rebuttal 5: Even when enrollment is strong, a proactive approach is essential. The market can change rapidly, and having an enrollment management committee in place ensures that the school is prepared for potential challenges before they arise. This committee can help maintain and build on current success, ensuring that the school remains competitive and attractive to prospective families in the long term.
Objection 6: “Enrollment Management Should Be Handled Internally.”
Some might believe that enrollment management is an internal matter and doesn’t require board involvement.
Rebuttal 6: While the day-to-day management of enrollment is indeed an internal function, the strategic oversight of enrollment trends, market conditions, and financial implications is a critical governance issue. The board’s involvement through a dedicated committee ensures that enrollment management is aligned with the school’s broader strategic goals and that the necessary resources and support are available to achieve those goals. The committee can serve as a valuable sounding board and support system for the enrollment team.
Conclusion
The success and sustainability of any independent school are deeply intertwined with its enrollment management strategy. By establishing an enrollment management committee of the board, the school positions itself to better navigate the complexities of the modern educational landscape. This committee not only provides essential oversight and strategic guidance but also ensures that the school’s enrollment practices are closely aligned with its long-term goals.
