If your yield numbers aren’t quite where you want them to be yet, it can be helpful to quickly take a step back and consider the many broader factors that may be contributing to that stall. For example, “College and university application numbers have surged, driven by test-optional policies and the rise in direct admit programs,” says Megan Brammer, Director of Client Strategy. “This has led to many of our clients seeing drastic increases in applications, as students can easily submit them stress-free. This is going to make yield forecasting harder for many schools, as relying on YOY data won’t provide accurate benchmarking.”  

Timing is also a factor, as several of our strategists have commented that their clients are seeing both applications and deposits trending later and later. “As we’ve seen in recent years, students and families are continuing to take their time in the decision-making process,” says Natalie Larson, Client Strategist. “They’re waiting to compare all admissions decisions, financial aid offers, and making final — or even first-time — campus visits prior to committing.”

“Students continue to apply later and later in the cycle,” says Bryn Campbell, Senior Client Strategist. Adding that this season’s uptick in FAFSA completion rates“suggests that there is strong interest [in college overall] and a population still left to apply.”

On a related note: “After the catastrophe of the 2024-2025 FAFSA delays, I believe families are more financial-aid literate and possibly skeptical,” says Brammer. “Coupled with the rising cost of tuition, I believe that we will see many more families submitting financial aid appeals as they compare schools’ financial aid packages against each other. This will delay the deposit timeline.”

We asked our strategists to share their recommendations for what admissions teams should focus on in the final weeks of the yield season. Here’s are a few key highlights:

“Leverage hidden insights in your CRM by finding impactful ways to measure engagement with your portals, emails, and website. This can help you identify students who are engaged, but not in the traditional ways you’d expect.”
–Ed Flaherty, Associate Manager of CRM & Data Services

“Double down on the established relationship between the student and their admissions counselor. High-touch communication rooted in empathy makes the student feel known and supported as they make this major life decision. And don’t forget their key influencers along the way.”
–Natalie Larson, Client Strategist

“Communicate — in a helpful, not overbearing, way. It’s an important time to be answering last questions, inviting students back to campus, and making sure that the students and their families have the necessary information to make an informed decision.”
– Lara Salazar, Senior Client Strategist

“I believe consistent outreach from a variety of university supporters can provide great value to improve yield. In addition to the admissions outreach that has gone on all year, adding in current students from a prospective student’s high school or hometown can help form even deeper connections in the final weeks. Outreach from faculty in relevant academic disciplines can also help reinforce that student’s interest in programs.”
–Marshall McClung, Client Strategist

“Today’s students are digital natives. They can smell marketing from a mile away. They are engaging with AI and doing their own research via social media platforms. I think it will be especially impactful if schools are present where students search and are providing just as much user-generated content as they are refined marketing materials.”
–Megan Brammer, Director of Client Strategy

Effective marketing means reaching the right student with the right message at the right time. According to our strategists, the following are among the key points to emphasize with your accepted students and their families late in the yield season:

“Focus on helping students and families understand the benefits of committing to your institution — including academics, ROI, student life, and other unique factors that make it a great fit.”
–Doug Brady, Senior Client Strategist

“Students and families know they’re committing to a big ‘purchase,’ but still may feel uncertain about how much the bill they’ll get this summer will be. Messaging that helps them understand their financial options, but more importantly, that the school is committed to helping them figure this out, is huge.”
–Amanda Miller, Client Strategist

“At this stage, students may be overwhelmed by information fatigue. Now is the time to reiterate the value proposition of your institution, so it is top of mind as they consider their final decision. This includes opportunities for experiential learning, graduation outcomes, and the support systems that will ensure their success from day one.”
–Natalie Larson, Client Strategist

“ROI. ROI. ROI. But, specifically, shift the messaging away from just the traditional stats about the percentage of students employed or in graduate school. Students want to see and hear real, specific success stories.”
–Megan Brammer, Director of Client Strategy

Most college and university admissions teams are working with limited resources (time, money, and humans), so when admitted yield crunch time hits, it becomes even more critical to shut out the noise and focus your energy on the areas where you can make the greatest impact with the lightest lift. Here’s what our team would prioritize:

“Focus on the high-probability-to-attend group who haven’t decided yet. Those who are opening emails, have submitted the FAFSA, attended an event, or visited, but haven’t deposited yet. The admissions team can reach out for a personalized touch, asking what’s holding them back and/or connecting them with additional resources to help them gain more clarity and answers.”
–Meghan Oblazny, Client Strategist

“Don’t have your counselors spend time trying to reach out to their entire list of admits. Leverage behavioral scoring to identify their ‘hot’ list so they can really drill in on their efforts to move the needle. Also, approach students with no-agenda outreach, such as sending a text message with a reminder that the deadline is in two weeks. Or, ask ‘What is one question or hurdle standing in your way right now? No judgement — I’m just here to help you.’ This shifts the dynamic from the admissions counselor being a salesperson to more of a support network/problem solver.”
–Megan Brammer, Director of Client Strategy

“Right now is the time to survey and qualify your admit pool. Remember: a ‘no’ is as valuable as a ‘yes.’ It’s essential to know who is still engaged so you can focus your resources in the right places as May 1 approaches.”
–Doug Brady, Senior Client Strategist

Finally, here are some common but avoidable mistakes or miscalculations to avoid during this hectic season, along with some tips about what you can/should do instead:

“Don’t overestimate the yield on direct admits. Schools should consider these admits as ‘soft apps,’ and not depend on them to yield in the same way that a traditional applicant would.”
–Meryl McDonough, AVP, Client Strategy & Services

“Schools should make sure they are not letting their deposited students sit without communications. Having an anti-melt plan is imperative to continue engagement until classes begin.”
–Lara Salazar, Senior Client Strategist

“Avoid panicking and sending out too many mass emails, texts, and other communications trying to obtain any last-minute deposits. Instead, stay calm, review the data, and reach out to the students who are most likely to commit.”
–Meghan Oblazny, Client Strategist

“Plan ahead and map out your communication plans so that everything is calculated, timely, and you don’t find yourself hitting the ‘send’ button multiple times because you forgot to mention an important detail. Students don’t want to feel overwhelmed or pressured into making a decision, and they will appreciate your timely messaging.”
–Megan Brammer, Director of Client Strategy

By now, we hope you’re brimming with confidence about your team’s next steps to make the most of this admitted yield season. However, if you walk away with nothing else, please know that you’re not in this alone. The Spark451 team is here to help you troubleshoot through every phase of the cycle. 

If you’re interested in taking a deeper dive into the specific yield challenges your institution is facing this year, please don’t hesitate to reach out. We’re here to help!