An Enrollment Leader’s Guide to Yield and Melt Management
Yielding admitted students has never been more difficult or consequential. Contextual factors, such as the proliferation of application-aggregator platforms, the radically altered psychological profile of today’s college-goers, and changing public attitudes toward higher education are making it increasingly difficult to predict admitted and committed students’ likelihood to enroll and to understand what actions we might take to improve the odds of them doing so.
This report offers a snapshot of the contemporary yield and melt management landscapes, quantifying how the nation’s colleges and universities are performing on both counts, examining the related downstream impacts on enrollment outcomes, and offering guidance on how to evaluate your own performance.
Our piece also offers a comprehensive overview of tactics you can use to better engage admitted students, including:
- Embedding high-impact value messaging into post-admit and post-deposit communications
- Using data analytics to focus highly intensive and personalized outreach on parts of your admit pool where it will have the greatest impact
- Using chatbots and related forms of generative AI to scale highly personalized engagement
- Deploying a broadly scoped program of parent-engagement initiatives, aimed at winning the support of these all-important influencers and enablers of students
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