Using a CRM for Data Driven Decisions and

Enhanced Enrollment Management: Scaling

Technology at a Small Institution

Kim DeRego – Associate Dean for Enrollment Management

Abe Gates – Assistant Director of Graduate Admissions

Peter DeRego – Assistant Dean of Student Affairs

Poll!

Polleverywhere.com

• Text one of the numbers below to 22333

– 909390: My school is thinking of adopting a CRM and I want to see what’s possible.

– 909395: We have a CRM but we are looking for new ways to use it.

– 909404: I’m looking for specific strategies / steps to pitch the idea of a CRM to decision makers.

– 909407: I heard there were snacks but I don’t see any.

Master’s degree programs based in social justice and

experiential learning

Conflict Transformation

International Education

Sustainable Development

TESOL

Service, Leadership and Management

Our Pipeline

Inquiries

1500-2000

Started applications

800-1000

Completed Applications

350

Enrolled students

170

Who we are

6 System (Salesforce) implementations

30 Years of experience in Enrollment and Admissions

RESULTS:

-Raised enrollment in 5 of 6 Graduate Programs by 21%

-Increased tuition revenue from 3.6 million to 4.4 million

-Increased housing revenue by another 100k

OBJECTIVE: How to maintain a personal, high touch

enrollment experience while implementing data-driven

practices to increase enrollment and tuition revenue

Projecting

• Before the CRM – historical yield and pipeline management

• Setting up the data model

Conversion

• High touch enrollment at a small institution

• Tracking mechanism

• Realigning the culture

Retention

• Moving from paper to electronic forms

• What next

Data Driven Projecting

• Prior to Salesforce

– historical yield and pipeline management

• Current Methodology

Converting Our Pipeline

Inquiries

1500-2000

Started applications

800-1000

Completed Applications

350

Enrolled students

170

3 Full Time Admissions officers

Direct follow up within 24 hours

Direct follow up every 15 days

Reviewed within 5 business days

Communication on key events / financial aid / housing /etc.

Data Driven Conversion

• Past experience (2 minutes to record a phone call, no record of email, limited management tracking)

• Current Experience – tools allow High Touch

– External Application

– Internal Application and Review Process

– Scholarship Form

• Information Captured (phone calls, emails, contacts, events)

• Management Tools

• Culture and accountability

Financial Aid

• Historical analysis - #students converted

at different discount rates

• Implications on revenue

• Raising tuition revenue by adjusting

discount rate

• Building financial aid process into

Salesforce

Data Driven Retention

• Online forum where students interact with

administration

• Electronic forms

– Medical forms

– Student ID’s

– Housing form

• Next steps for SIT: Salesforce

Communities

How to get started

• Vision

• Identify executive sponsors

• Business Case

• Budget

• Identify 3rd party consultants, internal administrator(s)

• Scope (phases) – admissions, financial aid –start small

• Costs

Objectives

• Introduce CRM as a way to manage

admissions / enrollment while maintaining

high-touch interactions

• Projection

• Conversion

• Retention

• Practical next steps