Many independent schools are facing formidable enrollment challenges. The declining birth rate, rising cost of living, volatile economy, increased popularity of virtual learning and homeschooling, and greater “student choice” in selecting a school have caused many of us in admissions to feel like we’re up against insurmountable odds. Under these circumstances, how on earth can we meet enrollment goals? And while many independent schools strive to adhere to mission-driven criteria, admissions teams sometimes feel like all we can do is accept students outside mission guidelines.
The pressures of serving as Chief Revenue Officer de facto have never been higher—and with that pressure comes a strong inclination to make choices that may feel right at the time but will lead to challenges down the road.
As a dedicated admissions professional, I’m here to advocate for staying the course and continuing to enroll students who best meet your school’s mission. Schools cannot be everything to everybody, and we do our best work when we stick to who we are and what we offer. This is especially true in highly competitive markets (especially in the Los Angeles/Pasadena area, where alas, I have the opportunity and challenge of working!) where there can be so many school options, each with a specific and nuanced purpose and approach, that it’s actually best to showcase how you’re distinct rather than how you’re like every other school.
If you know where I’m coming from, here are some insights you can share with your board and Head of School when asked why you are continuing to admit only those applicants who can thrive in your program.
Schools hire and train faculty and staff to serve the needs of their population. When you admit an applicant who, for example, cannot meet your school’s academic standards or have a learning difference that requires specialized instruction, not only is it hard for the teacher to reorient their practice—often without the necessary training, resources, or support—but it also affects the classroom as a whole. Compelling your educators to adjust their practice to meet the needs of a learning profile that isn’t typically served by your school takes away from the experience of the rest of the students. As a result, those students often lose interest, disengage, and sometimes act out. This leads to dissatisfaction within the parent population, negative brand impressions, and greater attrition year over year.
We know all too well that keeping families happily enrolled means fewer seats to fill every year, so keep in mind that leaning into your school’s expertise is key to healthy stewardship and retention.
I can already hear you say, “But Tricia, what do we do if we have to meet the enrollment goal and the only students who are applying to us are outside of our profile?” Well, I would ask: Are you receiving those applications because there’s a disconnect between your messaging and your mission? Between the way you describe your educational approach and the approach itself? Perhaps there are potential applicants and/or feeder schools in new zip codes or districts that you need to engage? Have you considered current parent incentives? Or a different training model for your parent and student ambassadors since they’re your most credible spokespeople about what makes your school the best option out there?
Resisting the urge to accept students who don’t match your mission isn’t easy. And neither is rethinking your strategies to attract the right applicants. But it’s crucial for your school to stay true to itself since enrolling students whose educational needs you cannot meet not only damages your brand, creates unrest in the community, and burnout among your faculty; it’s also a disservice to those students. You will only be leaving them further behind in their educational journeys. Alternatively, identifying and recruiting whom you are designed to serve, knowing what your program is and isn’t, and promoting the realistic supports that are in place for students will boost prospective families’ trust and respect. As a result, students will join a learning environment that best meets their needs and makes it possible for them to thrive.
And isn’t that what it’s all about?
Tricia Xavier
Director of Admission and Enrollment
Westmark School