It’s Everybody’s Business: Building a Culture of Shared Enrollment Responsibility in Higher Education
Higher education institutions are facing mounting enrollment pressures driven by a demographic cliff, declining degree value perceptions, and AI-driven labor market shifts. The article argues that enrollment is no longer solely an admissions office responsibility but a shared institutional culture requiring broad participation. Smaller colleges in particular must rethink operational strategies to remain viable.
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Key takeaways
Undergraduate enrollment has declined nearly 15% according to the National Student Clearinghouse, intensifying pressure on institutions.
Building a culture of shared enrollment responsibility means every department—not just admissions—plays a role in attracting and retaining students.
Smaller colleges face disproportionate risk and must innovate faster to adapt to demographic and economic headwinds.
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Higher education is facing a pivotal moment. With the looming demographic cliff, rising questions about the value of a degree, and shifting demands brought by AI and evolving job markets, institutions—especially smaller colleges—are being pressed to rethink how they operate. According to the National Student Clearinghouse, undergraduate enrollment has declined by nearly 15 percent over the past decade, underscoring the urgency for innovative leadership.
So how can colleges foster cultures that break down silos and rally entire communities around enrollment and student success?
In this episode of DisruptED, host Darin Francis speaks with Dr. Chip Edmonds, newly appointed president of Lycoming College. With a career spanning admissions counseling to the presidency, Dr. Edmonds brings a unique perspective on collaboration, institutional leadership, and what it takes to thrive at this inflection point for higher education.
Key Points from the Conversation:
- Enrollment is everyone’s responsibility: Dr. Edmonds highlights the dangers of administrative silos—or as he calls them, “cylinders of excellence”—and stresses the importance of campus-wide collaboration in student recruitment and retention.
- Leadership through curiosity: Drawing from his own journey, Dr. Edmonds emphasizes the power of curiosity over judgment, echoing his mantra from the session, “Be curious, not judgmental.”
- Adapting to change while honoring tradition: With Lycoming College’s 200-year history, Dr. Edmonds discusses how the institution must remain nimble, blending timeless values like critical thinking with responsiveness to market demands.
Dr. Chip Edmonds is the 16th president of Lycoming College, stepping into the role after more than two decades of service in higher education leadership. His career has spanned admissions counseling, enrollment management, and executive administration, giving him a comprehensive perspective on institutional challenges and opportunities. A Lycoming alumnus himself, Edmonds brings both personal connection and professional expertise to guiding the college into its next chapter. He has presented nationally on enrollment strategies, most recently at the National Small College Enrollment Conference, and is a participant in Harvard University’s highly regarded seminar for new presidents.
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About the author
With 20 years of experience at the intersection of higher education and edtech, Darin Francis brings a wealth of knowledge and a deep passion for driving meaningful change in the sector. Having led teams, crafted go-to-market (GTM) strategies, and worked closely with institutions, Darin is uniquely positioned to help edtech companies navigate the complexities of U.S. and Canadian higher education. Darin Francis, based in Detroit, MI, US, is currently a Managing Partner and CEO at Harbinger Lane Consulting.
