Many schools have been unable to increase enrollment and net tuition revenues over the last 3, 5, or 7 years or more. Some schools don’t track those numbers, but they feel the effects.
Whether or not you are tracking them, you know something is wrong. It happens the first year, and you hope maybe it’s an anomaly. Then, the second and third years come. By the time you get to your 4th year, you are asking yourself, “Can I increase enrollment on my current path?”
The school has been experiencing adverse results from the loss of income and is seeing these types of conditions shaping up:
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Employees’ salaries are lower.
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Deferred maintenance is getting more neglected.
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The school’s appearance is deteriorating.
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Does it seem like the quality of education is declining?
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The ratings of the satisfaction surveys are good, but not for your tuition price.
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Someone is wondering if the admission office is doing a good enough job.
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The advancement office isn’t raising enough money to make up for lost net tuition revenues.
Look at your budget from 5 years ago; you can see the change in net tuition revenue and perhaps, enrollment growth. There are fewer dollars for operating expenses. Is it hundreds of thousands or
millions of dollars?
Now what?
You want to do something about increasing enrollment, but what? Do you feel stifled? It’s a conundrum for you. The school can’t afford to use any money on marketing that won’t pay dividends in students. The upper school head told them to put the money into the program. Next year, the money goes down again. I asked again the question, “Can you achieve the net tuition revenue goal on your current path?”
You go to a regional conference. You bring back some tactics. They seem to be gaining some traction. You may offer some merit funds to generate income. However, the full-pay numbers are still heading down, and now more full-pay families want merit money to come. The economy may work against you. The next season starts.
I made it through 27 admission seasons as a director, and I increased enrollment to capacity. However, every year, I still ask myself, “Can you increase enrollment on your current path?” I refused to let it stifle me. While your tuition outpaces the cost of living increases, it is going to be a challenge to achieve the enrollment and net tuition revenue goals.
You need to ask every year too. What you don’t need is to let it stifle you. Your school has a mission to achieve. Figure out what you need to do more of by first asking your loyal full-pay parents what you are doing right. Then, ask them why those positives are worth the cost. There are other parents like them. So, you can build from there.
Stop asking yourself the question, “Can you increase enrollment on your current path?” Begin planning and implementing one action at a time to make a difference. Don’t get stifled.
