Meeting the Moment
Leading a Movement
Meeting the Moment
Leading a Movement
NACAC CEO Angel B. Pérez
NACAC CEO Angel B. Pérez
Strategic Transformation,
Steadfast Focus
With a clarified mission and vision, we have strengthened from within while positioning NACAC centrally within the profession and higher education, in service of equity-focused college admission.
Strategic Transformation,
Steadfast Focus
With a clarified mission and vision, we have strengthened from within while positioning NACAC centrally within the profession and higher education, in service of equity-focused college admission.
Strategic Internal Investment
NACAC has evaluated its systems, overhauled operations, and implemented best practices across the organization. Some highlights:
- Developed a diverse, expert leadership team
- Implemented a new budgeting process and financial reporting system
- Invested in communications and marketing, including the development of a new brand identity
- Invested in technology, including a new website platform and online member community
NACAC staff preparing to kick off NACAC Conference 2023
Redesigned, Strengthened Governance
By engaging and listening to our members, NACAC modernized its governance structure and worked to increase transparency and build trust, enabling greater participation, an enhanced membership experience, and a sustained focus on mission-oriented work. Among the changes:
- Clarified governance responsibility of the Board of Directors
- Simplified committee structure
- Empowered all eligible members with voting rights; retired the Assembly and delegate model
- Changed requirements for board service to increase diversity, bring external expertise, and expand eligibility among membership
- Reimagined NACAC’s relationship with its 23 affiliates
- Created ad hoc committees with strategic issues focus
The 2024-2025 NACAC Board of Directors, from left to right: Kristen Harris, Ken Anselment, Myronee Simpson, Nolvia Delgado, Donnell Wiggins, Angelica Melendez, Joseph Montgomery, Angel B. Pérez, Derek DuBose, Phil Moreno, Jeremy Branch, Kasey Urquídez, Chris Loo, Zaire Lionel, Johnnie Johnson, and Sean Ohira. Not pictured: Shirley M. Collado and Tanya I. Garcia.
Philanthropic Support, New and Expanded Partnerships
Visionary philanthropy is supporting NACAC’s leadership and research in advancing equity and access to postsecondary education. New partnerships, sponsorships, and revenue sources are helping to sustain and grow the association’s impact and provide students and families with greater support and guidance in the college-going process. Recent successes include:
- More than $2.5 million in grants and philanthropy, including from Lumina Foundation, Kresge Foundation, Strada Education Foundation, Stuart Foundation, and the Bill & Melinda Gates Foundation.
- Collaborations with Coppin State University, Georgia Institute of Technology, the International Career and College Counseling (IC3) Movement, New York University, Northeastern University, Sunrise International, College Guidance Network, EAB, Salesforce, and others to expand programming.
- Advocacy partnerships and coalitions, including with the National Association of Student Financial Aid Administrators (NASFAA), EducationCounsel, and the Committee for Education Funding.
Meeting the Moment
Guided by its purpose, NACAC has reinvented itself. NACAC has strengthened its role as the center of the college admission counseling community and source of professional development and guiding values. It has grown and evolved to become the trusted voice of the profession, a leading advocate for educational equity and access, a vital resource for students and families, and a champion for the transformative power of postsecondary education.
Meeting the Moment
Guided by its purpose, NACAC has reinvented itself. NACAC has strengthened its role as the center of the college admission counseling community and source of professional development and guiding values. It has grown and evolved to become the trusted voice of the profession, a leading advocate for educational equity and access, a vital resource for students and families, and a champion for the transformative power of postsecondary education.
Meeting the moment
Community
NACAC’s membership has nearly doubled since 2020, now more than 28,000 strong, and it has become more global and diverse in every way. To support that growth, we have provided greater opportunities for members to engage with the association and its work, better ways to connect with each other, and richer signature experiences.
Membership Growth, 2020-2024
Membership Growth and Diversity
To expand access to NACAC membership to include college admission counseling professionals at all levels of their careers, we created the option for organizational membership and improved the membership application process. This contributed significantly to NACAC’s remarkable membership growth, which has enriched our community and extended it globally across public and private institutions, a variety of organization types, and professional roles.
NACAC’s more than 28,000 members represent:
NACAC’s more than 28,000 members represent:
Community Connections
With the launch of NACAC Engage in 2023, members now have a robust digital platform to connect, share information, and find other professionals with common interests, questions, and goals. Our social media channels are rich with engagement, and our communications vehicles, including Today in College Admission, The Journal of College Admission, and The Bulletin, have been updated with sophisticated design and content that is more pertinent to our members.
Member Engagement
Voting rights for all eligible members, new affiliate and special interest group initiatives, and committee service opportunities are some of the ways our members are connecting with each other and with NACAC like never before.
Signature Experience: Annual Conference
Like the biggest family reunion you’ll ever see, NACAC’s annual conference is a can’t-miss experience. In a new location each year, the conference features engaging, relevant programming, a diversity of member voices, prominent thought leaders in discussions of global significance, and an Access College Fair to highlight community-based organizations. NACAC’s equity-based approach to conference registration pricing is making the event more accessible and affordable overall, and the new Local Counselor Conference Experience provides complimentary registration for public school counselors and community-based organizations in each conference location.
Meeting the moment
Professional Growth
NACAC has long been a source for professional development for college counselors and admission officers. Today, in the context of fast-paced change and complex challenges within the postsecondary education landscape, our members need a more intentional path to growth. NACAC is answering the call and asserting a new role: a professional home supporting growth throughout one’s career.
Professional Certificate Programs
Webinars
NACAC webinars allow professionals to connect with colleagues and learn from experts. Members receive complimentary access.
On-Demand Learning
NACAC offers a growing catalog of on-demand learning opportunities.
Fundamentals of College Admission Counseling
NACAC published a completely revised sixth edition of Fundamentals of College Admission Counseling in 2024. This textbook provides school counseling and admission practitioners with essential knowledge and skills to support students and their families in postsecondary planning and college enrollment.
Fundamentals of College Admission Counseling
NACAC published a completely revised sixth edition of Fundamentals of College Admission Counseling in 2024. This textbook provides school counseling and admission practitioners with essential knowledge and skills to support students and their families in postsecondary planning and college enrollment.
Meeting the moment
Advocacy
More than ever, NACAC is speaking out and taking a stand. We are advocating for our members, for the profession, for students and families, and for postsecondary education. We aim to lead the way, to push for policy change and funding for education and college counseling, and to support the lifechanging work that is the everyday for our members.
Promoting Change
In letters to elected officials and federal administrators, written testimony, op-eds, and interviews, NACAC leaders and members have advocated vigorously for increased education funding, college cost transparency, and greater support for those navigating the rollout of a new FAFSA in 2023-2024.
Source: hechingerreport.org
“In recent years, NACAC has emerged as a strong and compelling chief advocate for the admission and counseling profession as a whole. Being able to successfully amplify the voices of colleagues from around the country and world has never been more important.”
Jeremiah Quinlan
Dean of Undergraduate Admissions and Financial Aid
Yale University
Promoting Change
In letters to elected officials and federal administrators, written testimony, op-eds, and interviews, NACAC leaders and members have advocated vigorously for increased education funding, college cost transparency, and greater support for those navigating the rollout of a new FAFSA in 2023-2024.
Source: hechingerreport.org
“In recent years, NACAC has emerged as a strong and compelling chief advocate for the admission and counseling profession as a whole. Being able to successfully amplify the voices of colleagues from around the country and world has never been more important.”
Jeremiah Quinlan
Dean of Undergraduate Admissions and Financial Aid
Yale University
Stronger Together
NACAC has joined the Title IV-A Coalition to push for federal funding for college and career counseling, college preparatory courses, and more, and the Committee for Education Funding to advocate broadly for federal education funding. We partnered with EducationCounsel to develop strategies and tools for professionals in the wake of the U.S. Supreme Court decision on race-conscious admission, and with Just Equations to publish research findings on math equity in college admission.
In 2022, NACAC and NASFAA officials advocated for greater investment in higher education in testimony before the Pennsylvania Department of Education.
Source: Los Angeles Times
Source: Philadelphia Inquirer
Meeting the moment
Guiding Values and Ethics
Out of the turmoil of a U.S. Department of Justice Antitrust Division investigation, NACAC has become stronger as a clear voice and bright beacon of values-based leadership for this vital profession. Our work is more relevant today than ever, particularly centered on our core values: education, access and equity, professionalism, collegiality, collaboration, trust, and social responsibility.
During the State of the Association presentation at NACAC Conference 2023, CEO Angel B. Pérez introduced the concept for a center for reimagining college access.
Collaboration and Trust
NACAC’s reconstructed Guide to Ethical Practice in College Admission, along with extensive educational offerings, are the mechanisms by which NACAC operationalizes its values and assembles a community of practice dedicated to ethical and responsible college admission counseling.
Collaboration and Trust
NACAC’s reconstructed Guide to Ethical Practice in College Admission, along with extensive educational offerings, are the mechanisms by which NACAC operationalizes its values and assembles a community of practice dedicated to ethical and responsible college admission counseling.
Education
Education serves and is served by all other NACAC values. NACAC has called for a recommitment to higher education as a public good, created its first-ever certificate programs, and utilized its platform to educate the media, policymakers, and the public about college admission at critical moments. NACAC has issued reports focused on the centrality of students’ interests to education policy and practice.
Guiding the Way to Inclusion
In 2024, NACAC hosted the 45th annual Guiding the Way to Inclusion (GWI) conference with the largest in-person attendance ever of more than 500 attendees. This annual event brings together college admission counseling professionals committed to championing the needs of diverse students. Small-group sessions, mentorship, and networking opportunities provide avenues for personal and professional growth.
Meeting the moment
Trusted Voice
The 2020 report of the Ad Hoc Committee on Leadership in College Admission was clear: NACAC should be a thought leader in admission and higher education broadly. Today, NACAC and its leaders and members are go-to, trusted sources for the media on all issues related to college admission and a wide array of broader educational issues and questions. With its incredible reach and diversity, NACAC speaks for a powerful and influential community and, in doing so, represents the fullness of postsecondary education and the admission counseling profession.
Growth in US and International Media Mentions
Source: Cision
Source: Higher Ed Dive
Source: New America
Source: Washington Post
Source: New York Times
Source: PBS News Weekend
Source: The Chronicle of Higher Education
Meeting the moment
Student-College Connector
As it serves the profession, NACAC also serves students and families in their college journeys. NACAC’s college fairs support students in new, enhanced ways. Online resources offer students and families guides to the admission process, advice, and the up-to-date information they need.
College Fairs
We’ve gone global! A college fair in London in 2023 introduced Global Universities Fairs, an expansion of our global engagement initiative. A second London fair in 2024, as well as one in Shanghai, will continue to extend our engagement with students and educational institutions worldwide. In 2023, our in-person and virtual college fairs served nearly 110,000 students from more than 10,000 high schools. We are poised to host more than 50 in-person and virtual college fairs in 2024.
New Initiatives for Students
In partnership with Civic Nation’s ALL IN, we piloted nonpartisan voter registration drives for students at the NACAC college fair in Portland and have since expanded it to fairs in Atlanta, Providence, Syracuse, and Grand Rapids, registering more than 200 new voters in this first-ever effort.
Also new — and part of the ongoing effort to elevate student experiences at college fairs — is the College Matchmaking service that provides students who opt-in with a list of potential best-fit matches ahead of a college fair, based on students’ identified preferences. The service helps improve the college search process for both students and colleges.
Online Resources, Advice, and Support
Our offerings for students and families are more robust than ever, with an updated, downloadable Guide to the College Admission Process, a navigable journey of the process filled with resources, including a campus visit checklist, tips for adults returning to college, advice on writing a college essay, and information on financial aid and how to pay for college.
College Openings Update
Every spring, NACAC publishes a directory of colleges that are still accepting applications beyond the traditional commitment dates for the fall semester. One of the most active resources on our website, the College Openings Update has long provided students and counselors increased college options to explore.
Creating the Future
Our success in meeting the moment — to meet the needs of members, of the profession, of postsecondary education, and of students and families during a time of rapid change and complexity — has propelled NACAC’s vision of creating a future in which quality higher education is accessible for all. NACAC is uniquely positioned to lead. Our work over the past several years will allow us to shift from imagining to implementing, from ideas to action. NACAC is now a sought-after partner in innovation and research, with unparalleled reach and influence and a demonstrated commitment to equity and access.
Creating the Future
Our success in meeting the moment — to meet the needs of members, of the profession, of postsecondary education, and of students and families during a time of rapid change and complexity — has propelled NACAC’s vision of creating a future in which quality higher education is accessible for all. NACAC is uniquely positioned to lead. Our work over the past several years will allow us to shift from imagining to implementing, from ideas to action. NACAC is now a sought-after partner in innovation and research, with unparalleled reach and influence and a demonstrated commitment to equity and access.
Onward – A Global College Access Movement
This is the future we envision: NACAC, through its position of influence, its partnerships, and its powerful community of advocates and experts, leads a transformation of college admission for the benefit of students, institutions, and society. It is a future in which the profession is sustained and its members are lifted, and one in which higher education is valued as a public good. We are well on our way to this future, and NACAC’s focus on several strategic areas will ensure we reach these ambitious aims.
Sustaining and Inspiring the Profession
Bigger, stronger, and more diverse than ever, NACAC’s membership embodies our hope for the future of postsecondary education. NACAC’s mission is to empower college admission counseling professionals through education, advocacy, and community. As we pursue this mission, our commitment is to serve this extraordinary community and invite it increasingly into the collective work of advancing and renewing the profession.
A Center for Reimagining College Access
For more than a century, admission practices have been designed to exclude. Expecting different results from old structures and systems will not work. What is needed is a full-scale redesign, with equity and access as the goal. To achieve it, NACAC is creating a center for reimagining college access — a future-focused research incubator of ideas that can become the epicenter of innovation in our field.
Supported by significant philanthropy, including a planning grant from Lumina Foundation and the largest individual gift in NACAC history from philanthropist Alexander Clark, we are designing the blueprint for the center that will launch in the year ahead. We will develop new practices and infuse the field with them through NACAC’s vast network and active communities. We will create the future we want to see.
College Fairs Transformed
We will build upon our innovative pilot programs and Global Universities Fairs to create an even more robust and comprehensive experience for students and organizations. Increased efforts to reach rural students, STEM-focused and performing and visual arts fairs, new partnerships and sponsorships, richer programming, student-to-student connections, and technology-enabled customized engagement are central to our strategy for transforming this college search tradition.
Championing Postsecondary Education, Expanding Access
We will continue to advocate and shine a light on the needs of our students and our profession. As we work to expand access and opportunity to postsecondary education, we will help restore the public’s faith in higher education and its critical importance to transforming individual lives, sustaining democracy, and advancing society.
“We see ourselves and the profession as path-making, not gatekeeping, and we are driven by a fundamental belief that expanding opportunity and removing barriers to postsecondary education advances equity and benefits everyone.”
Angel B. Pérez
NACAC Chief Executive Officer
“We see ourselves and the profession as path-making, not gatekeeping, and we are driven by a fundamental belief that expanding opportunity and removing barriers to postsecondary education advances equity and benefits everyone.”
Angel B. Pérez
NACAC Chief Executive Officer