AACRAO is proud to celebrate the 50th anniversary of Enrollment Management (EM). This field has shaped the strategic direction of modern higher education and continues to guide institutions through shifting student expectations, demographic change, and increasing complexity.
While the roots of enrollment-focused work long predate the term itself, the first known articulation of Enrollment Management as an administrative concept emerged in November 1974 at Boston College. In a memo, Executive Vice President Frank Campanella proposed reorganizing enrollment-adjacent units, admissions, financial aid, the registrar, and institutional research, to address the university’s enrollment decline. Campanella argued that this coordinated approach would define the future of institutional strategy, writing:
“I am convinced that enrollment management will soon be the ‘name of the game.’ I am equally convinced that it will require a coordinated and integrated effort of the highest order.”
—Frank Campanella, 1974
Pioneers and Pacesetters
Learn about the leaders who transformed enrollment management into the strategic discipline it is today. Over the past 50 years, these architects, scholars, association leaders, consultants, and campus executives developed the foundational ideas, research, and practices that shaped Enrollment Management.
As we recognize this 50-year milestone in 2026, we honor both the origins of Enrollment Management and the professionals who have shaped, expanded, and redefined the field over five decades. From data-driven decision making to student-centric design, EM continues to evolve, guided by the same spirit of coordination, innovation, and foresight that Campanella articulated in 1974.
This anniversary offers an opportunity not only to reflect on EM’s history, but also to imagine its next chapter. AACRAO will commemorate this milestone with storytelling, historical features, professional reflections, and opportunities for members to share how EM has influenced their work and institutions.
Together, we celebrate the legacy of Enrollment Management and the community of practitioners who continue to advance it, ensuring that the next 50 years are as impactful as the first.
Stay Up To Date with Enrollment Management
Stay connected to the latest thinking and practical resources in Strategic Enrollment Management. By signing up for enrollment management updates, you’ll receive timely insights, new tools, and curated highlights that reflect what practitioners are seeing and solving across the field. Whether you’re refining SEM strategy, responding to emerging challenges, or simply looking for ideas you can put to work on campus, these updates are designed to keep you informed and equipped. Add your name to the list and stay in step with the SEM community.
Newsletters
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How We Turned a Book Club Into a Functional Working Group
“During the Fall 2025 semester, I facilitated a book club at Eastern Kentucky University around Kevin McClure’s ‘The Caring University.’…
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New Data on Student Survey Design
“In an era of volatility, institutions that discipline themselves to measure consistently—rather than endlessly—are best positioned to transform student voice…
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Brian Gann Named Incoming Director of The AACRAO Conference on Strategic Enrollment Management
A longtime SEM Conference attendee and community college leader will guide the conference after Jack Miner’s final year as director.
Webinars
Research
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New Data on Student Survey Design
“In an era of volatility, institutions that discipline themselves to measure consistently—rather than endlessly—are best positioned to transform student voice…
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The Student Support Gap: What the Research Says and What Institutions Can Do
Three evidence-based strategies that higher-ed administrators can implement to improve retention and wellbeing among students who need it most.
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Identifying the Invisible Middle of Leadership
Drawing on her career trajectory, Dr. Kimberly Taylor-Benns of La Salle University challenges the traditional assumption that leadership influence only…
Courses
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Online Learning
Core Concepts of Strategic Enrollment Management
From these foundations, the applications can then be tailored to the challenges, opportunities, mission and vision of each institutional setting.AACRAO…
Training
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Online Learning
Enrollment Managers’ Role in Retention and Student Success
This course familiarizes new enrollment leaders with the history, tools, data, and campus partners to successfully engage in and lead…
Training
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Online Learning
Enrollment Management: Environmental Scanning
This course provides the what, why, who, when and how in an environmental scan, and how to utilize tools like…
Training