We were thrilled to join 6,000 of our closest friends in college admissions and enrollment at this year’s NACAC Conference in Columbus. The theme of United We Rise was woven throughout the event as college and high school representatives came together to connect and recharge while recommitting to the work of supporting students pursuing higher education.
Leadership Through Empathy
Brené Brown opened the conference with a focus on bravery in leadership – and how we can find that bravery through vulnerability. In moments of disruption, like daily attacks on higher ed and the enrollment demographic cliff, putting empathy and compassion at the front of the work helps us lead our teams more effectively. Dr. Shirley Collado, Dr. Barbara Altmann, Dr. Joanne Sweeney and Dr. Ruth Watkins continued this theme during a keynote panel addressing the difficulties and opportunities of leading in challenging times. Together, they provided unfiltered insight into the various events that tested their leadership and how those lessons could be applied today.
AI as Helpful or Harmful
The two letters buzzing through the sessions and exhibit hall were AI. No longer a want-to-try tool, AI has real potential to streamline processes and avoid admissions team burnout while engaging students at scale. Admissions teams must work together to set guardrails and implement a purpose-driven selection process to avoid misuse that can erode trust with prospective students and their families. The team must move forward in this work together in order for the efficiencies of AI to be realized. Used well, AI can help teams work smarter and connect with more students efficiently without burning out the professionals behind the process.
Purpose-Driven Messaging
The theme of this year’s conference was United We Rise for a reason, as uncertain and unprecedented times exist for colleges but also for the humans on every side of the higher education equation – staff, students and families. From financial aid shifts and Department of Education cutbacks to new scrutiny around DEI, there is profound uncertainty in every facet of higher education. Breaking news during the conference was Elon University’s merger with Queens University of Charlotte, which underscored how quickly the ground can shift. In this environment, clarity of mission matters more than ever. Colleges must evolve to meet today’s realities while creating a shared sense of purpose so that students and communities aren’t left behind.
At AccessU, we see communication as the throughline. If your institution is navigating uncertainty, we can help you refine your message and take the next step forward with clarity and purpose.