AGB Releases Comprehensive Guide to Help Board Members Oversee Enrollment Management as Higher Education Grapples with Demographic Shifts, Effects of COVID-19

By AGB April 22, 2020 Press Releases

For Immediate Release
Susan Oliver

WASHINGTON, DC (April 22, 2020)—The Association of Governing Boards of Universities and Colleges (AGB), the premier organization representing higher education governance, today announced the release of Understanding Enrollment Management, a comprehensive guide to aid trustees of higher education governing boards in overseeing enrollment management.

As colleges and universities face volatile demographic shifts that include a sharp drop in “traditional age” undergraduates in the next several years, as families experience financial insecurity due to recent skyrocketing unemployment, and as prospective students around the globe reconsider their postsecondary education in light of the COVID-19 pandemic, this resource will help boards develop a thoughtful, informed approach to overseeing their institutions’ enrollment strategies.

This guide is available at

Written by enrollment management experts Don Hossler, senior scholar, and Jerome Lucido, executive director—both of the University of Southern California Center for Enrollment Research, Policy, and Practice—the book explains what board members need to know about enrollment management, including public policy and societal contexts, institutional financial aid, and how to determine the best flow of information to the board. These themes, which are explored in detail, highlight how the board can work with the administration to make sound decisions and develop solution-oriented policies.

Understanding Enrollment Management underscores why governing boards need a firm grasp of factors such as technological and competitive changes across the sector, the market position of the institution, tuition cost increases, demographic trends, student debt burden, and federal and state policies that can shape enrollment. The book outlines how enrollment management touches on some of the most fundamental aspects of board fiduciary responsibility, including oversight of the institutional mission.

Understanding Enrollment Management also addresses the importance of the right metrics and data making it to the level of the board. The authors state, “Nothing can be more fundamental to fulfilling a college or university’s mission than effective enrollment management. And governing boards must decide what information they need to properly exercise their oversight of the function and ensure it aligns with the overall mission of the institution.”

“Students are at the heart of our higher education institutions, and more students are entering higher education from so-called ‘nontraditional’ pathways,” said AGB President and CEO Henry Stoever. “Boards need to understand how to oversee enrollment strategy as management teams harness these trends, especially in light of new headwinds posed by the COVID-19 pandemic. A sound enrollment strategy can be the difference between a vibrant institution or a shuttered one.”

A complimentary e-book version of Understanding Enrollment Management is available for members on the AGB website. It is also available for purchase with a membership discount.

About AGB
The Association of Governing Boards of Universities and Colleges (AGB) is the premier membership organization that strengthens higher education governing boards and the strategic roles they serve within their organizations. Through our vast library of resources, educational events, and consulting services, and with nearly 100 years of experience, we empower 40,000 AGB members from more than 2,000 institutions and foundations to navigate complex issues, implement leading practices, streamline operations, and govern with confidence. AGB is the trusted resource for board members, chief executives, and key administrators on higher education governance and leadership.



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