By Autumn Walden, Editor, AACRAO Connect, Content Strategy Manager, AACRAO
You know the feeling of getting the right information at the right time from the right person? What if you could be part of that for an entire industry? Some of you are already acting as a default AACRAO Lead Contact for your institution, even if you aren’t familiar with that role yet. And some of you might not know you’re the ideal person to serve as a Lead Contact in one of five functional areas to make a considerable impact on higher education and postsecondary industry research.
Lead contacts are vital partners for AACRAO Research in gathering data through surveys and other methods on topics such as Career-Profile Reports, transfer patterns, and institutional support. The goal is to amplify the voices of your institution and profession so that they are heard and represented in national research and policy, and through various work groups and task forces.
“When policymakers and institutions make decisions based on solid data rather than assumptions, both institutions and learners benefit,” said Dr. Wendy Kilgore, Senior Director of Research at AACRAO. “AACRAO research provides benchmark data, allowing institutions to understand if their challenges, structure, and policy changes are consistent or isolated,” added Dr. Kelli Hickey, Assistant Director of Data Visualization at AACRAO.
In the conversation that follows, Dr. Kilgore and Dr. Hickey share more about how this growing network will strengthen data quality and ensure every member institution has a seat at the table.
How do you see the role of data evolving in areas like admissions, transfer, or career profiles?
Dr. Wendy Kilgore: Increasing access to complex data sets is fundamentally transforming how we approach admissions, transfer, and understanding the career trajectories of enrollment management professionals. In admissions, data continues to evolve from descriptive metrics to predictive analytics. Institutions leverage sophisticated models that predict enrollment likelihood, identify at-risk learners, and optimize recruitment strategies.
Transfer is perhaps where data has the greatest potential for impact, yet remains one of the most complex areas to navigate. The fragmentation of transfer pathways and lack of standardization across institutions create significant data challenges. However, we’re seeing promising evolution in several areas. States and institutions are increasingly investing in transfer data systems that track learner movement across institutions, credit acceptance rates, and time-to-degree outcomes. This transparency is important for learners making transfer decisions and for institutions evaluating the effectiveness of their transfer policies.
Career-profile data on enrollment management professionals is not just for individual career planning; it also supports our professional development investments while helping the field understand workforce trends and succession planning needs.
Looking ahead, I see data playing an increasingly central role in strategic enrollment management. The institutions that will thrive are those that invest in robust data systems, build analytical capacity among their staff, and create cultures where data-informed decision-making is the norm.
What do you hope the next generation of research participants and lead contacts will bring to the table?
Dr. Kelli Hickey: Effectively navigating the current challenges and opportunities for improvement and discovery in higher education requires specific insights from institutional staff. Lead contacts serve a unique role in that they can provide a voice for the institution in national research and advocacy. The hope is that lead contacts bring a deep understanding of their institution’s specific context, real-world examples, and forward-thinking perspectives.
Can you share an example where data from AACRAO research led to a meaningful change on a campus, in policy, or in professional practice?
Dr. Kilgore: While our research is designed to inform practice across the field, we’ve heard anecdotally from members about how AACRAO data has supported their work in meaningful ways. The data we’ve collected on processing times, policies, learner satisfaction, staffing models, and technology adoption has become a benchmarking tool for enrollment professionals advocating for resources and/or policy and practice changes. In addition, when members can show that peer institutions are exploring or adopting innovations like AI, it can help transform campus conversations from “should we?” to “how might we?”
How can being identified as a lead contact help someone professionally, both within their institution and across the field?
Dr. Hickey: Being identified as a lead contact can validate an individual’s expertise and enhance their professional reputation. Additionally, it can provide an opportunity to develop advanced skills in advocating effectively for institutional needs. For career progression, being a lead contact can position them as a leader. They acquire a national perspective and a repertoire of best practices, allowing them to immediately contribute to furthering the goals of their institutions.
What unique perspective or expertise does a lead contact bring to the research process that might otherwise be lost?
Dr. Hickey: Lead contacts possess a deep, practical understanding of the processes, best practices, and on-the-ground issues their institution is experiencing across records and academic services, enrollment management, admissions operations and domestic recruitment, transfer and articulation, and international recruitment and evaluation. Furthermore, their role functions as an important connection: if they do not personally have the answer, they most likely know who to contact to provide the necessary insight and expertise.
Why is AACRAO’s research so critical right now for the higher education/postsecondary community and to the broader economy?
Dr. Kilgore: Higher education is facing unprecedented pressure to demonstrate value, affordability, and outcomes. AACRAO research provides credible, practitioner-informed data that institutions need to make informed, evidence-based decisions in this environment. Our research cuts through the noise—offering benchmarking data, emerging trends, and practical insights that registrars and enrollment professionals can’t get anywhere else.
Dr. Hickey: AACRAO research creates a crucial platform for institutions to contribute their voice to national research, report on innovative solutions, align practices with emerging trends, and assist with the creation of a shared repertoire of best practices.
Interested in being a lead contact for one or more functional areas? Please reach out to impact@aacrao.org to update your profile.
Join the AACRAO Research opt-in list to stay up-to-date with a better understanding of current and leading practices.
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