I don't think you can organize an enrollment strategy around the idea of a tuition-driven bottom line AND expect to attract high-performing students. High-performing students expect to pay a reduced price in return for their attendance. What's more, a tuition-driven bottom line forces decision makers to think shortsighted. That's why the new endowment campaign is so important: If you are less reliant on tuition margins/returns, you can afford to lessen the sticker price for everyone and also attract more star students. If you send out high-powered graduates and a general population of happy customers, they are much more likely to become donors down the line. An army of 50,000 happy graduates can do much more financial (helpful) damage than 4,000 undergrads, especially if a few dozen of those graduates are able to contribute checks with two commas. I think Valpo's right on target by focusing on a robust undergraduate offerings while offering a few graduate degrees that are easy offerings that use resources we already have. The law school helps Valpo in a narrower sense (seems that a lot of students come from the region and a lot of graduates stay), and I don't think it's going to be a revenue enhancer anytime soon (see first sentence). The national trend for law school supersaturation seems to be a longer-term headwind than the undergrad's equivalent problem. I think the law school's place is a small, regionally focused school that offers flexible classes for second-career attorneys or for new undergrads with a desire to pursue service-oriented legal work. Undergrad can cast a much broader net.
endnotes:
Last year, valpo's revenue from tuition was $76 million. Endowment was $10 million. That endowment amount should at least double if the current campaign is successful.
good valpo revenue info here: https://pp-990-audits.s3.amazonaws.com/4549220161.pdf?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAI7C6X5GT42DHYZIA%2F20171005%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20171005T215822Z&X-Amz-Expires=1800&X-Amz-SignedHeaders=host&X-Amz-Signature=52207b162b083550f8d2d8a9af0dd1ee5cf10c0ed643bf0f140b2071ca71b1fb
endnotes:
Last year, valpo's revenue from tuition was $76 million. Endowment was $10 million. That endowment amount should at least double if the current campaign is successful.
good valpo revenue info here: https://pp-990-audits.s3.amazonaws.com/4549220161.pdf?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAI7C6X5GT42DHYZIA%2F20171005%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20171005T215822Z&X-Amz-Expires=1800&X-Amz-SignedHeaders=host&X-Amz-Signature=52207b162b083550f8d2d8a9af0dd1ee5cf10c0ed643bf0f140b2071ca71b1fb