Strategic enrollment management (SEM) marked its 50th anniversary in 2026, as higher education institutions face enrollment pressures and changing student needs. The annual conference, organized by the American Association of Collegiate Registrars and Admissions Officers (AACRAO) and held in Baltimore, featured discussions on artificial intelligence, demographic trends and the use of data in enrollment decisions.
AACRAO executive director Melanie Gottlieb said the conference attracts the association’s largest group of data-focused attendees. She noted that AI could make enrollment analysis more accessible to people without a traditional data background, while also helping automate tasks and leave more time for personal support. Speakers stressed that students should not be treated merely as numbers.
Three themes stood out: serving students beyond the traditional college pipeline, making enrollment processes easier to navigate and recognizing retention as a core part of enrollment management.
Nontraditional learners draw greater attention
Sessions examined adult learners, veterans and high school students taking college courses through dual enrollment. Institutions are increasingly looking beyond the traditional high school pipeline, particularly where the number of high school graduates is shrinking, speakers said.
A panel from Indiana University said enrollment practices designed around a predictable application and admission schedule may not work for online students, who often balance study with jobs and family responsibilities. These learners may want a decision quickly after applying, when they are ready to begin.
The panel also cautioned against treating online students as a single group. Internal research at IU Online found that about 11 percent of its students had returned after stopping out for more than two years; 86 percent of that group had previously studied in person. Their needs may differ from those of students who began their degrees online or continued without a break.
Another conference session addressed credit for prior learning, including military training and experience. Thomas Soule of the American Council on Education said clear, accessible policies for awarding such credits can help attract military learners.
Colleges work to reduce enrollment friction
Speakers described efforts to make the path from admission to enrollment more straightforward. At the National University of Health Sciences, new student liaison Danny Hodorowski meets individually with every admitted student, checks their files and helps with tasks such as background checks and housing. He described the work as an onboarding experience intended to reduce summer melt. He said it was too early to measure the role’s effect on yield.
Financial aid speakers also highlighted the value of clear language. Tuition promise programs, which offer to cover tuition for families below specified income thresholds, can make aid easier to understand by presenting it in familiar terms rather than industry jargon. George Washington University’s Jay Goff said families may find phrases such as “demonstrated unmet need” confusing. The university launched its Revolutionary Promise this fall for students with family incomes below $150,000.
The IU Online panel also pointed to opportunities to simplify admissions, including reducing the number of offices an applicant must contact. Chris Foley, the university’s associate vice president for IU Online, argued that wanting a smooth process should not be mistaken for laziness: students may be willing to spend time on their education but not on unnecessary administrative hurdles.
Retention is part of enrollment management
Conference speakers said that recruiting often gets more attention than keeping students enrolled, even though retention is also central to enrollment outcomes. Stanley Henderson, a retired University of Michigan–Dearborn vice chancellor and AACRAO consultant, said responsibility for retention has historically been widely shared without clear accountability.
At the University of Wisconsin–Milwaukee, retention is one of two pillars in a recently launched strategic enrollment plan. Kay Eilers, who leads the university’s Division of Strategic Enrollment Management and Student Success, said the effort involves people across campus, including faculty and student life administrators.
Eilers emphasized that whether students stay depends not only on recruitment but also on their experience in the classroom and in campus life. The conference discussions framed retention as a campuswide responsibility rather than a task limited to enrollment offices.
Sources: Inside Higher Ed.