By Heather Zimar, Managing Editor, Journals and Publications, AACRAO, Live from #SEM2025
At a Monday morning session at the 35th Annual AACRAO SEM Conference, Gina Macklin, Vice President of Recruitment at Delaware County Community College, shared how her campus created a “just cause culture” with enrollment success in the session, "Beyond the Funnel: A Just-Cause Culture with Endless Enrollment Success for Community Colleges."
“The just cause is your reason,” she said. “Your reason is your purpose.”
Macklin shared how her campus conducted a regional needs assessment, looking closely at key demographics as well as education and market trends. Through this effort, the campus was able to identify the most requested certifications and hard skills, as well as top employers, in the region.
“You’ve got to look at the data of the city and town where you are located,” she said. “This data lets us be proactive rather than reactive.”
For Delaware County Community College, projected occupational employment gaps included positions in healthcare, veterinary technologists and technicians, and physical therapist assistants.
“Now we know which programs need to be sunsetted and which need to be added,” Macklin explained.
Macklin said that one of the major lessons learned from studying external data was a shift in perspective—from viewing students as “prospects” to seeing them as “neighbors,” and from focusing on enrollment growth to emphasizing economic growth. The campus also began prioritizing proactive rather than reactive strategies, while identifying “worthy rivals.” Finally, it committed to fostering trust and creating more opportunities for trust-building.
“For us, it was about moving forward together with external partners,” Macklin said, noting that they were involved in SEM planning, sat on community advisory boards, and helped build strategic strategies. “We’re doing it with them.”
Enrollment is now up 5%, according to Macklin. This time last year, it was down 9%.
“Just get into the community,” Macklin encouraged. “It’s fun. You’re not asking for anything. You’re just getting to know who they are.”
She added, “If you can keep it about purpose, your pipeline is going to come.”