Enrollment management strategies: Effectiveness and usage at member institutions of the Council for Christian Colleges and Universities

This exploratory study investigated the relationships between enrollment management strategies and enrollment growth or decline between 2005 and 2009 within member institutions of the Council for Christian Colleges and Universities (CCCU). The study employed a quantitative survey research design that identified usage of strategies in the areas of admissions, retention, curricular changes, marketing, external stakeholders, academic quality, commitment to mission, and strength of organizational leadership.\nThe research focused on four questions:\n1. What are the demographic characteristics among respondents within the sample?\n2. What enrollment models are currently in place at CCCU member institutions?\n3. What strategies and programs are currently in use at CCCU member institutions to influence enrollment objectives and performance?\n4. What relationship can be determined between enrollment strategies and enrollment performance between 2005 and2009?\nData were collected through an online survey of 108 CCCU institutions. The survey was completed by 45 chief enrollment administrators from 45 member institutions of the CCCU. The research findings suggest implications for the work of senior leadership teams within the CCCU, namely the need to be diligent in the examination of the various enrollment management strategies and the interdependency among these strategies toward the overall outcome of enrollment growth and/or decline. Future studies should include longitudinal study on specific institutions and reported strategies. In addition, examining additional independent, small liberal arts institutions and other enrollment management strategies may lead to a greater understanding of best practices to increase enrollment performance. Attention to these implications and recommendations will contribute to the enrollment management field and, ultimately, the viability of small independent colleges.