New from NACAC: Data Needs of Admission Professionals White Paper

Media Contact
Shanda Ivory

Arlington, VA (June 15, 2020) —
A new resource from the National Association for College Admission Counseling (NACAC) unveils a six-part capacity-building framework intended to assist colleges in addressing specific, admission-related challenges, including summer melt and shifting demographics.

The seven-page white paper — Data Needs of Admission Professionals — was produced by NACAC in collaboration with the customer relationship management company Salesforce. The resource outlines how leaders within the profession can strategically build and sustain a culture that better incorporates data into all decision-making.

Its findings are based on the insights of a working group of admission professionals and ed tech experts convened by NACAC in March 2020.

“Personalized engagement—rooted in data—forms the new foundation for institutions adapting to shifting market dynamics,” the white paper notes. But the new paradigm doesn’t mean abandoning the “relational art of admission” or rushing to adopt the newest technologies that promise to boost student engagement. “It means ensuring your admission and enrollment strategies are informed by your data and that your team is empowered to act upon it,” the paper states.

The resource, which also includes a robust discussion on the ethical use of data, is the basis for a new Strategic Data Management for Enrollment Leaders preconference workshop, scheduled Sept. 23-34, preceding NACAC’s 2020 National Conference in Minneapolis, Minnesota.

Download the white paper.


The National Association for College Admission Counseling (NACAC), founded in 1937, is an organization of nearly 14,000 professionals from around the world dedicated to serving students as they make choices about pursuing postsecondary education. NACAC is committed to maintaining high standards that foster ethical and social responsibility among those involved in the transition process, as outlined in the association's Code of Ethics and Professional Practices.

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