2018 Cost of Recruiting an Undergraduate Student Report
HIGHER ED BENCHMARKS
2018 Cost of Recruiting an Undergraduate Student Report
Benchmarking data for recruitment and admissions costs and enrollment staffing levels for four-year colleges
and universities, based on a poll of campus officials
ENROLLMENT
2018 Cost of Recruiting an Undergraduate Student Report
Table of Contents
INTRODUCTION .................................................................................................................................................... 3 BENCHMARK SNAPSHOT: KEY DATA FROM THE REPORT .................................................................... 4 1) COST OF RECRUITING A SINGLE UNDERGRADUATE STUDENT ................................................... 5 2) COST OF RECRUITING BY ENROLLMENT SIZE ..................................................................................... 6 3) 2017 COST OF RECRUITING MINUS PERSONNEL COSTS................................................................... 7 4) STAFFING BENCHMARKS: STUDENTS PER FTE EMPLOYEE AND NUMBER
OF FTE STUDENT EMPLOYEES WORKING IN ENROLLMENT ........................................................... 8 5) BUDGET CHANGES AND ALLOCATIONS................................................................................................. 9 6) COST OF RECRUITING A SINGLE TRANSFER STUDENT .................................................................... 11 7) COST OF RECRUITING A SINGLE INTERNATIONAL STUDENT......................................................... 11 KEY TAKEAWAYS AND OBSERVATIONS ................................................................................................... 12 BENCHMARK WORKSHEET ............................................................................................................................ 13 ABOUT THE PARTICIPANTS AND METHODOLOGY ................................................................................. 15
SURVEY INFORMATION
126 INSTITUTIONS POLLED
12 BUDGET ITEMS
INCLUDED IN THE COST
8 NEW TYPES OF STUDENT POPULATIONS
INCLUDED IN ENROLLEE TOTALS
ALL BENCHMARKS REPORTED SEPARATELY FOR
PRIVATE VS. PUBLIC INSTITUTIONS
SEE PAGE 15 FOR MORE INFORMATION ON
PARTICIPATING INSTITUTIONS
? 2018 Ruffalo Noel Levitz | 2018 Cost of Recruiting an Undergraduate Student Report
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ENROLLMENT
HOW MUCH ARE YOU SPENDING ON MARKETING AND RECRUITMENT COMPARED TO YOUR PEERS?
One measure of enrollment efficiency is benchmarking your costs against like institutions. Do you spend more or less than peer colleges and universities to enroll students?
This report provides benchmark data from undergraduate officials from a broad selection of four-year private and public colleges and universities. Campus enrollment staff participated in a poll during fall 2017 to provide this data.
Cost of recruiting data provide a key benchmark for return on investment
While every institution is unique, these benchmarks should provide insight into how much return on investment your campus has on its marketing and recruitment dollars. In particular, the results on page 6 can help you compare your spending to institutions of the same type and size. If you are spending more, you may have issues related to efficiency, market penetration, or enrollment strategy that are impacting your ability to optimize your enrollment. If your results are below these benchmarks and you are missing your goals for class size or composition, you may not be investing enough to be fully competitive.
See additional data on budgeting, resource allocations, and recruiting specific populations such as transfer students and international students
This year's report contains recruiting cost benchmarks for undergraduate students. For the first time, these figures also include costs without personnel costs in addition to total costs (see page 7).
Beyond these costs, it is also illuminating to know how peer institutions plan to spend their budgets. The results on pages 9-10 provide useful breakdowns of budget items, listed by public and private institutions.
Finally, in recognition of the growing importance of transfer students to overall enrollments, this report has added the cost to recruit a single transfer student (see page 11).
HOW DO YOU TURN BENCHMARKS INTO STRATEGY? ASK OUR ENROLLMENT EXPERTS.
The enrollment strategists at Ruffalo Noel Levitz have helped four-year public and private institutions use their resources more effectively to meet these enrollment goals--growing enrollment, shaping enrollment, recruiting for specific majors, breaking into new markets, to name just a few.
As you look at these benchmarks and wonder how to translate them into strategic action, ask for a consultation.
? Visit Consultation ? Call 800.876.1117 and ask to speak with our enrollment strategists
? 2018 Ruffalo Noel Levitz | 2018 Cost of Recruiting an Undergraduate Student Report
3
2018 Cost of Recruiting an Undergraduate Student Report
BENCHMARK SNAPSHOT: KEY DATA FROM PARTICIPANTS
All values are median; see the following pages for additional data by percentile groups.
Cost of recruiting... A single undergraduate A transfer student An international student
Private institutions $2,357 $302 $735
Public institutions $536 $32 $400
Staffing levels
Average number of new undergraduates enrolled per full-time-equivalent enrollment staff:
PRIVATE 29
PUBLIC 100
Number of FTE student employees used in student recruitment/admissions
per institution:
4 PRIVATE
7 PUBLIC
Budgets
Reported recruitment budget changes for 2017-18 compared to previous year
Decreased 29% Privates 7% Publics
No change 44% Privates 70% Publics
Increased 27% Privates 23% Publics
Top 3 marketing activities most likely to have budget increases (see page 9 for more details)
PRIVATE
PUBLIC
Digital marketing
Digital marketing
Transfer recruitment
Transfer recruitment
Student search (list purchases)
Admissions events
? 2018 Ruffalo Noel Levitz | 2018 Cost of Recruiting an Undergraduate Student Report
4
ENROLLMENT
1 COST OF RECRUITING A SINGLE UNDERGRADUATE STUDENT
2017 results with a comparison to 2015 data*
PRIVATE
$2,357 MEDIAN
2017
$1,619 25th PERCENTILE
$3,283 75th
PERCENTILE
PUBLIC
$536 MEDIAN
$354 25th PERCENTILE
$967 75th PERCENTILE
PRIVATE
$2,232 MEDIAN
2015
$1,418 25th PERCENTILE
$3,617 75th PERCENTILE
PUBLIC
$578 MEDIAN
$407 25th PERCENTILE
$775 75th PERCENTILE
Four-year private institutions spend
3x more
than four-year public institutions to recruit a single student
BENCHMARK YOUR COSTS USING OUR WORKSHEET You can quickly calculate your own costs for recruiting and compare them to these benchmarks. See page 14.
*2015 data taken from our 2016 Cost of Recruiting an Undergraduate Student Report. ? 2018 Ruffalo Noel Levitz | 2018 Cost of Recruiting an Undergraduate Student Report
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