What are admissions teams actually chasing this year? Most enrollment leaders want the same two things right now: mission-fit families who stay and thrive, and a smoother enrollment process that saves time for staff and stress for families.

In our Enrollment Report, 200+ admission professionals ranked their top goals. Attracting mission-fit families led the list, with 34% naming it their number one priority. Improving yield followed at 26%, then retention at 18%. Rounding out the top five were streamlining internal processes (13%) and clearer family communications (9.7%).

Considering that smaller, lean teams need multiple wins that compound month after month, this order makes sense. Similarly, mission-fit families support conversion and retention, and small lifts across the entire enrollment journey add up over the year.

But what's surprising is how teams are pursuing those goals.

What follows is how they’re treating retention as shared work, the strategies that save hours, and the communications that keep families confident. Use it to gut-check your own goals and plans, pick one new strategy to try this month, and track the change where it counts.

Goal #1: Quality Over Quantity

Attract more mission-fit families — 34% ranked this their #1 priority

Why quality sits at the top

Mission-fit families lift everything that matters: yield improvement, retention, referrals, and classroom culture. Teams told us they’re focusing on fit because:

• Retention follows fit. Right-fit families stay and re-enroll, reducing the need for more questions about next year.
   
• Conversion improves. When a family sees the alignment with your mission and programs, Inquiry→Tour and Tour→Application rates rise.
   
• Your time goes further. Smaller offices (many with 2–3 FTEs, and some with just a team of one) need that quality to deliver those wins later on.

One of St. Louis University High School (SLUH)‘s key goals is to attract mission-fit families who align with the school's Jesuit values and community spirit. Admissions Director Ann Murphey’s upfront, honest approach during the admissions process helps meet this goal, and by setting clear expectations early on, she ensures that families who resonate with SLUH's mission move forward.

Once parents create a parent portal account and complete the initial application form for their student, they can access all of the admissions requirements from a convenient, dynamic checklist within Finalsite Enrollment.

In a recent admissions cycle, 54% of inquiry students converted to applicants. While this might seem low to some, Ann views it as a positive outcome, as it focuses on quality over quantity. Of the students who applied, 92% completed the enrollment process, resulting in 259 new students on campus and a waitlist for the first time in a decade.

“Finalsite reports are amazing and allow us to find anything we need in order to make good, informed decisions as we select our classes,” shared Ann.

Goal #2: Make Every Step Count

Improve yield — 26% ranked this as a top goal

Why this rises to the top

Yield is where small tweaks in your enrollment process add up fast. Teams need these types of wins that compound without adding the extra hours. The survey shows the foundation is in place—97% use online applications, 94% offer digital review, 87% portals, and 84% say the process works on a phone—while a growing share run automation (60–67%) and online scheduling (54%).

With those pieces ready, tightening handoffs from Inquiry to Tour, Application, and eventually Enrollment, is the most efficient path to growth.

How teams are pursuing it

1) One path in the portal

• Put every step in one place with a checklist, due dates, and direct links to each task.
• Hide steps that don’t always apply with conditional fields.

Pro Tip: Remove two nonessential fields from your longest form and add helper text to the three most-missed items.

2) Speed up the early handoff

• Adopt a same-day reply goal during business hours.
• Pair the auto-confirm with a one-click scheduler, so families can book a tour or appointment while their interest is high.
• Send a day-before reminder with parking and a reschedule link to lower no-shows.

3) Keep the momentum going after a visit

• Follow up within 24 hours with a thank-you and a single action: start the application, open the checklist, or book a decision support call.
• Try referencing a moment from the tour or shadow day to keep it personal.

4) Support the decision

• Give families a path for financial questions, like a brief timeline, who to call, and a five-question FAQ. When families know what happens next, they move there (hopefully).

Goal #3: Keep Families, Build Stability

Improve retention — 18% ranked this as a top goal

Why retention rises on the list of enrollment strategies

Retention steadies everything about enrollment: tuition forecasts, staffing, class structure, and especially school culture. When mission-fit families stay, you reduce the pressure and protect long-term yield.

In the survey, many schools report a formal retention strategy (~52%) and rely on consistent parent communications, feedback surveys, special events, exit interviews, and targeted re-enrollment campaigns.

How teams are pursuing it

Start early and set expectations

• Give families a 6–8 week runway before contracts go live. Share key dates, what’s new next year by grade, and where to get help.

Lead with value, then one clear step

• Send short, grade-specific messages: “What’s ahead for Grade X.” Close with one action—open the checklist, sign the contract, or book a five-minute call. Short and specific beats long and generic.

Listen with feedback

• Ask what’s working, what’s unclear, and whether the family wants a follow-up.

Keep contracts and billing in one path

• Place contracts, payment plans, and aid status in the same portal flow. Share a one-page aid guide with dates, documents, and a contact.

Use events to build belonging

• Host a “Next-Year Preview” by division and a few program spotlights. For on-the-fence families, offer a short shadow or class drop-in event.

The Harvey Schools' admissions events offer families plenty of opportunities to explore the campus, speak with admissions staff, and get a better sense of what's to come in later grades.

Keep Reading: Private School Retention Strategies—What Works?

Goal # 4: Fewer Systems, Faster Work

Streamline internal processes — 13% ranked this as a top goal

Why this climbs the list

When the tools don’t talk to each other, time slips away. Families stall on paper steps, and staff chase tasks across inboxes and spreadsheets. The survey points to both progress and challenges: the vast majority of schools run online applications, offer digital reviews and portals, with many saying the process works well on a mobile device.

Yet paper still appears somewhere for roughly half of the schools. Dashboards are common (86%), but exports vary in ease, and only some billing workflows connect cleanly with enrollment. Streamlining pays off twice: families move faster, and your team gets hours back for relationship work.

Goal #5: Clarity Wins

Improve communications with families — 9.7% ranked this as a top goal

Why this moves up the list

Clear, consistent outreach keeps families confident and moving. It cuts guesswork, lowers the “how do I…?” emails, and shortens the time between steps. The survey shows the communication backbone is already there: nearly all teams use email across the funnel (98.1%), many run automated workflows (60% by interest/grade; 67% by behavior-based), and most families can complete tasks on a phone.

Remember that better communication means the right message, at the right moment, with one clear action or goal.

How teams are pursuing it

1) Build a small template library

• Create five human-sounding templates: inquiry reply, tour confirm, post-visit follow-up, application rescue, and decision support. Keep each under 120 words with a single link to the exact task.

2) Make it "phone-simple"

• Families read and act on mobile devices. Use clear language, short paragraphs, and buttons that explain what happens when you click.

3) Close the loop after live touchpoints

• Within 24 hours of a tour, event, or shadow day, send a thank-you that references one detail and points to the next step, like start an application, open the checklist, or book a quick call.

Key Takeaway

Admissions teams are chasing the same outcomes right now, even across different school types: mission-fit families who thrive in your community, and an enrollment process that feels easier for both your team and your families. See where your enrollment tools can help match the moment, and take one challenge off your team’s plate this year.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.