ISM Consultants have worked with many school Admission and Marketing Directors who enjoyed surprising spikes in inquiries and applications during the late 2020 summer months. And, while this may seem like encouraging news, we caution against premature excitement.

Keep in mind the bump in enrollment may come from families who are not aligned with your mission and values. Some families might be signing up for a “trial subscription” with every intention of canceling when the pandemic inevitably subsides.

If you experienced a fall admission bump, here’s what you need to know.

Beware of the budget mistake. You must be extremely cautious not to inflate your future enrollment goals based on this crisis. ISM has witnessed the pitfalls of the artificial enrollment bump in our consulting work with schools.

The pandemic can be an incredible boon for schools that take on these disenfranchised families. Proceed with caution and consider their objectives. Did these families choose your school because it’s the right fit for their child or because it’s the best fit right now?

Time and again, schools experienced enrollment increases, and planned for—and unwisely spent for—these additional students. Unfortunately, over the next few years, these families withdraw at higher than average attrition rates, and negatively impact a school’s word-of-mouth marketing efforts. This can create a deficit budget and dire financial circumstances.

We understand that, for many schools, taking a chance on these pandemic-driven families may be critical to their financial sustainability. Don’t avoid enrolling these families, but do proceed with caution and plan appropriately.

This advice was first shared by Penny Abrahams, IAP-L, an ISM Consultant.

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