Despite Widespread Concerns, Most Colleges and Universities Achieved Their Fall 2009 Enrollment Goals
CONCORD, Mass.-(Business Wire)-September 29, 2009 - Despite the challenging economy and unprecedented fears that students entering college this fall would delay or decline enrolling because of the recession, most colleges and universities were able to achieve their undergraduate enrollment goals this year, according to the results of a new survey of 380 senior admission officers conducted by Maguire Associates, a research-based consulting firm serving educational institutions and consortia.
In the face of concerns about the effects of the recession and its impact on this year’s entering class, 4 out of 5 senior admission officials surveyed said fall 2009 enrollments at their institutions would meet or exceed the expectations set by their presidents and boards of trustees at the start of the enrollment cycle last fall.
While it turned out to be a surprisingly good year for many institutions, not all of them made it through the cycle unscathed. Twenty-two percent of respondents reported fall 2009 enrollment losses; which were felt particularly keenly at smaller, private institutions. The survey revealed that enrollment is down by more than 3 percent among a higher proportion of private schools (26 percent) than public schools (16 percent). Also, 30 percent of admission officials at small institutions (fewer than 2,000 students) reported enrollment losses, while only 18 percent of respondents at larger schools (more than 2,000 students) experienced similar drops.
Institutions’ use of strategic pricing was also linked to enrollment success this fall. Enrollment was strongest among institutions with discount rates of less than 30 percent. Only 14 percent of respondents at these institutions experienced enrollment losses, while 26 percent of schools with discount rates of 30 percent or higher saw enrollment declines.
“We have consistently said that performance in this climate appears to be as much a function of how well institutions have positioned themselves for and reacted to the economic downturn as it is to the downturn itself,” said Jack Maguire, chairman and founder of Maguire Associates. “An essential question moving forward, however, is whether the midcourse corrections that helped institutions succeed this past cycle are sustainable this year and beyond, and at what cost.”
“Additionally, survey respondents tell us they are working very long hours to reach their objectives,” Maguire added. “However, we suspect that many of the successful ones are also working much smarter, too, by finding new and innovative ways to collaborate with their colleagues in Academic Affairs, Financial Aid, Alumni Relations, and the Office of the President. It can take a severe event such as a major recession to remind folks that everyone contributes to and shares in enrollment success.”
Maguire Associates, Inc. fielded the survey in June and July 2009 to admission officers at public and private institutions throughout the United States offering four-year undergraduate degrees. To schedule interviews with Maguire Associates about the results, please contact Erin Vadala, Warner Communications, 978-468-3076 or erin@warnerpr.com.
About Maguire Associates
Maguire Associates is a research-based consulting firm that exclusively serves educational clients – close to 400 of them – from colleges and universities to independent and public schools, consortia and government organizations focused on education. For 25 years, the firm has applied innovations in market research, analysis, and predictive modeling to help clients understand the dynamics of past performance, apply insightful knowledge to sound decision-making, and attain desired outcomes. For more information, visit www.maguireassoc.com.
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