Loss aversion — the Nobel Prize-winning insight that losses hurt twice as much as equivalent gains feel good — is reshaping how families read your financial aid package. Here's why that matters, and what you can do about it.

Every yield season, someone writes a 'Last Chance to Secure Your Spot' email. But urgency applied to an undecided student doesn't create a decision — it creates pressure.

Hotels solved the 'almost booked' problem years ago. Here's what enrollment teams can steal from hospitality to move students toward “yes”.

This regional public university had no real admitted student campaign. For a campus where many students would be first-generation college-goers, that silence carried real risk. The campaign Square One built drove 21.7% deposit growth year over year.

We spend a lot of time thinking about what students are feeling during yield season. We almost never talk about what's happening to their parents — the financial fear, the grief, the midnight Google searches. That's a significant gap. And it's costing institutions deposits.

Higher education has its own language, but for first-generation families, that language can sound like a locked door. From jargon and acronyms to deficit-based labels, colleges often communicate in ways that confuse the very students they hope to include. This piece unpacks how words quietly shape belonging — and how marketers and enrollment leaders can rewrite them to open more doors.

We say it all the time: “Parents are important,” but how often do our actions actually reflect that? Walk through specific, tangible strategies for making parents feel seen, heard and empowered to help their student say yes.

If undecided students retain at lower rates, what can enrollment do? Help them explore majors before they enroll. Here’s how.

Campus tours shouldn’t feel one-size-fits-all. The 15-Minute Flex Stop lets visitors personalize part of their tour—choosing an extra stop t

Admitted student day shouldn’t be overwhelming. Disney’s approach to guest experience can help colleges design a smoother, more engaging eve

Let admitted students personalize their acceptance packages with custom swag, videos, and tours to boost yield and engagement.

Families often wait too long to discuss college costs. Here’s how admissions and financial aid offices can help parents start The Money Talk

Marketing builds awareness, but admissions and campus connections seal the deal. Higher ed needs all three to turn students into deposits.

A holiday gift guide email to parents turned into a powerful way to predict yield. Here’s how it worked—and how colleges can do the same.