Enrollment Funnel Failure 21 Sep 2007

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Dan
 
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Part 5 of 5
The Enrollment Funnel, Summarized

Part: 1 | 2 | 3 | 4 | 5

enrollment funnelThe problems with the enrollment funnel, again, are:

  • Students who do not progress to the next stage of the funnel are often ignored or discarded as institutions concentrate their resources on those who demonstrate the greatest perceived interest.
  • A desire to push students through specific stages of the funnel (the focus on high response and conversion rates between stages) can lead to an incoming class that does not reflect the institution’s original enrollment goals.
  • The focus on well-understood funnel stages and historical response and conversion rates limits an institution’s willingness to look beyond its previous approaches–deviation from the funnel is seen as costly and dangerous.
  • Over time, the funnel has become less and less accurate; it is no longer useful as a model.

These problems exist because the funnel is predicated on two incorrect beliefs: that institutions control student decision making because they control communications, and the best way to measure interest is through contact.

Next Time: A New Recruitment Model

2 Comments

  1. Timely article. After working in admissions in higher ed for 10 years, and currently working in a software solution area for higher ed students, I believe the paradigm of the enrollment funnel is due to shift–it’s been over a decade since it was first introduced. I will be visiting regularly to view comments and see the next steps.

    Comment by Chloe — 25 Oct 2007 @ 10:45 am

  2. Thank you for the comment, Chloe! I wasn’t expecting anyone to find the blog just yet, so I was pleasantly surprised. I’m also glad to hear that you expect a paradigm shift. I’ll have the last two posts on the “Box Model” up within the next couple weeks — I believe it’s a viable and necessary alternative to the enrollment funnel…but helpful readers like you will have to be the judge. I look forward to your input!

    Comment by Dan — 27 Oct 2007 @ 11:24 pm

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