Started applications replacing the RFI as first point of contact

Topics: Marketing and Branding, Enrollment Management, Online Education, Academic Affairs, Online Strategies

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Katie ManganKatie Mangan, Consultant

Prospective students are circumventing the traditional recruiting process and proceeding straight to application, oftentimes dropping out along the way—members reported that as many as 60% of those who start an application never submit it. While this percentage will certainly vary depending on the complexity of the application, the majority of institutions do not follow up with these prospects, ignoring a significant pool of high-quality leads. Progressive institutions have started to classify pending applications as a form of inquiry and treat these prospective students as among the warmest leads they receive.