Claude Anderson, Dean of Enrollment, Northfield Mount Hermon, MA
Most schools rely on the income of the full-pay family to sustain their missions. These are the families who can pay your full tuition and fees, plus give a donation to your annual fund. Are you zeroing in on them with your recruitment efforts? Why are these families slipping by your radar? How can you connect with more of them? This presentation discusses why they may be slipping past your radar, why a “marketing to full-pay” approach may be the solution to capture them, ethical considerations, and how to begin shaping your targeted initiative. There is no easy solution or a one-glove-fits-all approach, but there are some basic ways to tweak your approach to ensure better results.