Holistic Enrollment Strategy and Management: Filling the Enrollment Pipeline

At one of the smallest graduate schools in the nation, a system built to serve just over a hundred students is redefining how higher education can grow. CUNY’s Craig Newmark Graduate School of Journalism has proven that scale isn’t the key to enrollment stability—structure is. By integrating admissions, student affairs, career services, and alumni engagement into one cohesive unit, the school has created a holistic enrollment strategy and management model that continuously fills its pipeline while centering student success. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Dr. Colleen Leigh, Assistant Dean of Enrollment Management and Student Success at CUNY Journalism, about how this model works—and how any institution can apply its principles. They discuss how cross-departmental collaboration, empathetic leadership, and data-informed decision-making can transform student outcomes, strengthen retention, and build lasting alumni engagement. Topics Covered How CUNY Journalism unified admissions, student affairs, career services, and alumni engagement under one leadership structure What makes holistic enrollment management more sustainable than traditional recruitment-focused models How shared accountability and communication strengthen belonging and retention The role of empathy and equity in leading institutional change Why belonging—not policy—is the real driver of retention Using alumni engagement as a continuous extension of recruitment and career development How shared services allow small institutions to deliver enterprise-level results The role of data-informed and equity-driven strategies in student success How CUNY Journalism is expanding access through bilingual online and tuition-free programs What presidents and boards can learn about aligning mission, management, and measurable outcomes Three Key Takeaways for Leadership Student Success Is a System, Not a Silo Enrollment, retention, and alumni engagement are interdependent. Breaking down silos creates a self-sustaining pipeline that continuously reinforces institutional value. Data and Equity Drive Smarter Decisions Evidence without equity misses the point. Data should inform which students thrive—and equity ensures that more of them can. Empathetic Leadership Sustains Change In times of transition, empathy and communication hold institutions together. Listening builds trust, and trust drives performance. Recommended For: Presidents, boards, provosts, and senior enrollment leaders seeking sustainable systems that connect recruitment, student success, and alumni engagement across the student lifecycle. Read the transcript: https://changinghighered.com/holistic-enrollment-strategy-and-management/ #EnrollmentStrategy #StudentSuccess #HigherEducationPodcast 

When every board discussion centers on deficits, deferred maintenance, or another “strategic realignment,” higher education leaders start asking what it would take to fix the system instead of just managing decline. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Beth Martin, President of Notre Dame de Namur University (NDNU), who led her institution through a complete financial and operational turnaround—eliminating institutional debt through strategic real estate use, risk planning, and sound financial governance. Martin’s experience offers a rare look at what it takes to execute a true higher education turnaround. She shares how NDNU’s leadership aligned governance, mission, and financial strategy to not only survive but rebuild a sustainable model focused on graduate and online growth. This conversation is especially relevant for presidents, trustees, CFOs, and institutional leaders facing financial strain, considering asset monetization, or preparing for large-scale organizational change. Topics Covered: How NDNU executed a debt-free turnaround through real estate strategy and risk planning Applying business planning and systems theory to higher education transformation Managing institutional debt while investing in academic and technological infrastructure Governance structures that enable speed, trust, and accountability during turnaround Aligning presidents, boards, and sponsoring orders in complex financial transactions Leading cultural and organizational change while maintaining mission and morale Real-World Examples Discussed: NDNU’s 46-acre land transaction that retired institutional debt and funded new programs Sequencing real estate sales to support strategy instead of short-term survival Governance reform guided by a skills matrix and board-chair alignment Realigning academic programs around graduate and online learning Faculty and staff engagement during institutional transition Three Key Takeaways for Leadership: Treat land monetization as strategy, not salvage. Link every major financial decision to a defined business plan and measurable outcomes. Integrate business and risk planning into every turnaround. Build contingencies for timing, regulation, and accreditation challenges. Strengthen governance alignment. A unified president and board chair, supported by a skills-based board, determine turnaround success. Read the transcript: https://changinghighered.com/debt-free-higher-education-turnaround-strategy-real-estate/ #HigherEdLeadership #HigherEdTurnaround   #HigherEducationPodcast

Higher education institutions are increasingly at risk from cyberattacks that threaten enrollment, accreditation, financial aid compliance, and reputation. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Brian Kelly, Chief Information Security Officer at Community Health Networks of Connecticut and former higher education CISO, about why cybersecurity must be treated as an enterprise risk—not just an IT issue. This conversation is especially relevant for presidents, trustees, and senior leaders who need to understand how cyber risk intersects with governance, strategic planning, crisis management, and accreditation readiness. Topics Covered: Why higher education is a prime target for cyberattacks How ransomware and data breaches disrupt core institutional functions The governance responsibilities of boards in overseeing cybersecurity Cyber implications for strategic planning and reputation management Why accreditation and compliance can be undermined by cyber breaches Protecting research and intellectual property from cyber threats Building a campus culture of shared cybersecurity responsibility The leadership succession gap in higher ed cybersecurity Core practices every institution should adopt during Cybersecurity Awareness Month Real-World Examples Discussed: United Healthcare and Social Security data compromises PowerSchool breach exposing minors to identity theft Target and Home Depot breaches as case studies in reputational damage F-35 design theft highlighting the value of intellectual property Scam examples including PayPal fraud, fake purchase confirmations, and LinkedIn phishing Leadership succession in action: Cathy Hubbs’ retirement and Harry Hoffman’s appointment Three Key Takeaways for Higher Ed Leadership: Plan for resilience, not just prevention—institutions must continue to operate during and after cyber incidents. Make cybersecurity a shared responsibility—leaders must ensure accountability across the campus community. Include cyber in board oversight—cyber risk is part of governance, enterprise risk management, and accreditation readiness. Read the transcript or extended show summary: https://changinghighered.com/cybersecurity-risk-management-in-higher-education/ #HigherEdCybersecurity #BoardGovernance #HigherEducationPodcast

Higher education institutions face strained budgets, declining enrollments, and shifting donor behavior—making fundraising a strategic priority, not just an operational function. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Dr. Bill Crouch, CEO of BrightDot and former university president, about how presidents and boards can strengthen higher education fundraising by aligning it with strategic planning. Topics Covered: Why fundraising must be integrated into institutional strategic planning The shift from the 80/20 rule to today’s 95/5 donor reality The concept of “mattership” and why donors need assurance that their lives matter Eagles vs. Sparrows as a framework for donor tiers Updating the Five I’s of fundraising with creativity and emotional intelligence Why presidents should dedicate two hours a week to intentional donor cultivation How boards can become fundraising multipliers through accountability and “Perk Banks” The growing importance of local impact in donor decision-making Real-World Examples Discussed: A philanthropist redirecting gifts locally to ensure her contributions “mattered most” The researcher who cried after 16 years without ever being thanked for her role in million-dollar gifts A president telling his young faculty member, “You’re asking today,” in a million-dollar donor meeting The lasting impression of a three-sentence handwritten note from President George H. W. Bush Three Key Takeaways for Leadership: Fundraising must be elevated into strategy, not treated as a background function. Presidents should focus time and energy on cultivating high-capacity relationships while modeling gratitude across the institution. Boards need clear expectations and creative tools to fully activate their networks and influence. Read the transcript: https://changinghighered.com/higher-education-fundraising-and-strategic-planning-alignment/   #HigherEducationFundraising  #HigherEdStrategicPlanning  #HigherEducationPodcast

AI dashboards offer higher education boards the opportunity to boost performance to improve their institutions. In this episode of the Changing Higher Ed Podcast, Dr. Drumm McNaughton speaks with Marc Huffman, CEO of OnBoard and eSCRIBE, about how AI dashboards provide trustees with better insight into board work and support more effective board governance. This conversation is especially relevant for presidents, trustees, and board professionals seeking to strengthen board readiness and make governance more data-informed. Topics Covered: How AI dashboards consolidate board materials and surface the most important information Methods for tracking progress against institutional strategy over multiple years Ways dashboards support board secretaries and committee chairs in managing follow-ups Why boards need AI use policies and trustee training to build digital literacy The coming role of predictive analytics and benchmarking in board planning Three Key Takeaways for Leadership: AI dashboards give boards better visibility into performance trends and unfinished business. Board composition and trustee development determine how well these tools are used. Governance policies for AI create a secure, ethical framework for decision support. Read the transcript on Changing Higher Ed: https://changinghighered.com/ai-dashboards-for-higher-education-board-governance/ #BoardGovernance #AIDashboards #HigherEducationPodcast

Families are writing universities directly to ask if it’s safe to send their children to the United States. Institutions are also facing longer visa backlogs and growing competition from abroad. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Dr. Roger Douglas, Dean for International Programs and Development at St. Martin’s University, about how leaders can strengthen international enrollment pipelines, improve retention, and protect graduate research capacity. Topics Covered: The 23-touchpoint recruitment model that keeps students and families engaged until they commit How graduate applicants often choose the first institution to deliver admissions and aid Families’ growing concerns about campus safety and how institutions can respond Why outcome-driven marketing and peer-to-peer outreach build more trust than traditional tactics The effect of shrinking U.S. research funding on graduate student pipelines Retention strategies such as host family placements, faculty check-ins, and cultural immersion Three Key Takeaways for Leadership: Presidents and trustees should engage directly with international students to understand barriers and improve the climate. Retention investments—host families, advising, and cultural programming—are as critical as recruitment for revenue stability. Boards must integrate international enrollment into institutional strategy, requiring documented plans, outcome-based marketing, and active policy advocacy. Recommended For:  Presidents, trustees, enrollment leaders, and academic administrators responsible for sustaining institutional revenue, research, and reputation through international education. Read the transcript: https://changinghighered.com/international-student-recruiting-in-higher-education/ #HigherEducation #InternationalStudentRecruiting  #HigherEducationPodcast   

This episode of the Changing Higher Ed® podcast focuses on enrollment management solutions presidents and boards can use to navigate the enrollment cliff. Bill Conley and Bob Massa of Enrollment Intelligence Now join Dr. Drumm McNaughton to share practical guidance on setting realistic enrollment goals, aligning enrollment with finance, and managing institutional risk. (Part one examined the challenges; this discussion turns to the solutions.) Topics Covered: Setting realistic enrollment goals using 3–5 years of funnel data Why inflated projections undermine trust with CFOs and boards Real-time dashboards and funnel monitoring for early intervention Mission-driven messaging and authentic student/alumni voices Balancing technology and AI with hospitality and personal interaction Enrollment management as part of long-term institutional risk planning Opportunities and risks of direct admission strategies Pipeline programs, community-based partnerships, and legal/political constraints Addressing the shrinking pipeline of experienced enrollment leaders Three Key Takeaways for Leadership: Monitor funnel data in real time and act on early warning signs. Integrate enrollment management with finance and governance. Invest in scenario planning, transparency, and leadership development. Read the transcript or the extended show summary: https://changinghighered.com/enrollment-management-solutions-for-higher-ed-leaders/ #EnrollmentManagement #HigherEdLeadership #HigherEducationPodcast

Institutions face converging pressures that are reshaping enrollment management. Declining participation rates, tuition discounting that erodes net revenue, international enrollment volatility, and political mandates are forcing colleges to rethink how they attract and retain students. Enrollment management is no longer just admissions and aid — it has become a strategic system linking recruitment promises to student success and institutional stability. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Bill Conley and Bob Massa, Co-Founders of Enrollment Intelligence Now. They share how enrollment management has evolved over the past fifty years and why it now sits at the center of higher education’s most pressing challenges. Topics Covered How shrinking pipelines and lower college-going rates are reshaping enrollment outcomes Why unsustainable discounting is undermining financial health The growing impact of alternative credentials and new competitors The ways international enrollment declines and political mandates compound the crisis Why enrollment management functions as an accountability system for institutions Real-World Insights The origins of enrollment management in the 1970s and how it spread Lessons from institutions that discounted themselves into financial instability How enrollment leaders balance institutional mission against market realities Key Takeaway Enrollment management has become higher education’s strategic fulcrum — the point where mission and market realities meet, determining whether commitments to students translate into institutional sustainability. Recommended For: Presidents, provosts, CFOs, board members, and enrollment leaders navigating today’s enrollment cliff era. Read the transcript: https://changinghighered.com/reframing-the-enrollment-cliff-a-new-lens-on-enrollment-management/   #HigherEdLeadership #EnrollmentCliff #EnrollmentManagement #HigherEducationPodcast

Caltech’s board once had nearly 80 members; too many for focused discussion or quick decisions. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton talks with Cathy Light, Caltech’s Secretary of the Board, about how the institution streamlined governance, strengthened committees, and made trustee reorientation mandatory. Light, who has held senior roles at Carnegie Mellon University and the Semester at Sea program, outlines how Caltech conducts trustee assessments, structures its executive committee, and uses an ongoing governance review to keep the board working at its best. Topics Covered: Governance changes prompted by the pandemic Defining trustee responsibilities in 2025 Using the executive committee for responsive decision-making The role of the governance and nominating committee Trustee assessments and renewal decisions Making orientation and reorientation standard practice Maintaining strategic oversight without micromanaging Involving alumni and students without adding voting seats Real-World Examples: Reducing the board from 80 members to a manageable size Giving young alumni trustees full voting rights Using retreats and campus visits to connect trustees with faculty research Three Takeaways for Leadership: Keep governance review continuous and adaptive. Use orientation and reorientation to maintain alignment. Structure boards for informed, timely decisions without overstepping into operations. For presidents, trustees, board chairs, board secretaries, and governance committees aiming to improve board effectiveness. Read the transcript:  https://changinghighered.com/caltech-private-higher-education-board-governance-model/ #HigherEdGovernance #BoardGovernance #HigherEducationPodcast #HigherEdGovernanceModel

40% of California’s licensed doctoral psychologists come from one university that nearly failed a decade ago. Their turnaround didn’t come from diversifying programs or chasing enrollment—it came from making the hardest decision in higher ed: cutting what wasn’t excellent. In this episode of the Changing Higher Ed® podcast, Dr. Drumm McNaughton speaks with Andy Vaughn, President and CEO of Alliant International University, about how institutional leaders can drive university transformation by making tough calls, realigning programs, and embedding scalable mental health support into their core operations. Drawing from Alliant’s strategic shift, Vaughn explains why program focus and transparent leadership are more effective than traditional diversification models. He shares how embedding mental health services into academic programs created both a market advantage and a support system for students, faculty, and staff. Topics Covered: Why eliminating underperforming programs can drive institutional transformation How program realignment strengthens financial stability and market positioning Embedding scalable mental health services into academic programs and operations The leadership imperative: transparency, inclusion, and decisive action Codifying organizational values to guide behavior and decision-making Managing faculty-administration relations with professionalism and respect Preparing for unprecedented policy and legislative changes impacting higher ed Real-World Examples Discussed: Alliant International University’s strategic focus on licensure-driven programs The integration of Alliant Clinics, providing community mental health services Leadership communication practices to maintain trust during operational changes Partnering with psychology schools for scalable mental health service delivery Three Key Takeaways for Leadership: Codify and normalize institutional values so that decision-making and behaviors align across all levels. Be transparent with stakeholders about challenges and solutions, fostering trust and shared ownership of outcomes. Involve the entire institution—including part-time staff—in transformation efforts to ensure unified execution during critical periods. This episode offers a practical framework for institutional leaders navigating transformation, operational challenges, and the rising demand for campus-wide mental health support. Recommended For: Presidents, trustees, provosts, CFOs, student affairs leaders, and higher education executives focused on institutional sustainability and student success. Read the transcript: https://changinghighered.com/university-transformation-program-focus-scalable-mental-health/   #UniversityTransformation #HigherEdLeadership #MentalHealthSupport #ProgramRealignment #HigherEducationPodcast