aacrao 2008
Key Performance Indicators: Taking Assessment To The Next Level
AACRAO 2008 C. Michael Cook Senior Associate Director Office of Admissions Michigan State University [email protected] 1
2
3
4
Key Performance Indicator (KPI)
Measures that help an organization define and gauge progress toward common goals and objectives. They give everyone in the organization a clear picture of what is important.
5
The Purpose of Performance Indicators
• Benchmark internal progress • Measure the success of strategies and tactics • Measure your position against competition • Compare current status to past performance; vital to continuous improvement efforts • Inform administrative policy-makers 6
Benefits of Performance Indicators
y
Orient and motivate staff toward achieving goals.
y
Communicate achievement to the institution.
y
Provide progress reports to the administration.
7
Effective Performance Indicators
y
Reflect the organizational goals
y
Define the data to collect in measuring progress toward goals
y
Help in setting realistic targets
8
Setting SMART KPIs
Specific: Clear and easy to understand by all. Measurable: Don’t bother if you can’t count it. Achievable: Can be achieved with some effort. Relevant: Matters to staff and success. Timed: Set milestones and goals 9
The Importance of Milestones • Provide evidence that sacrifices are worthwhile. • Provide an opportunity to reward staff. • Help fine-tune the vision and strategies. • Undermine cynics and resisters. • Keep the bosses on board. • Build and sustain momentum
John P. Kotter, Leading Change, 1996 10
Examples of Common Enrollment Management Performance Indicators Recruitment
Operational
Retention
# of Prospects
Revenues
# of Cohort Freshmen
# of Inquiries
Expenditures
# of Cohort Sophomores
# of Applications
Gifts and Donations
# of Cohort Juniors
# of Offers of Admission
Enrollment
# of Cohort Seniors
# of Deposits
Financial Aid
# of Dropouts
# of Freshmen Enrollees
# on Probation
Michael G. Dolence & Associates 11
Performance Indicator Examples
12
13
Setting Freshman Enrollment Goals (based on vision, mission, market, and resources) Fall 2007 Actual In-state
Applications
Admits
Deposits
Enrolled
Percentage
17380
12701
6334
6210
84.90%
Domestic Out-of-State
5519
4269
763
741
10.10%
International
1537
1070
380
367
5%
24436
18040
7477
7318
100%
Total Fall 2008 Targets In-state
Applications
Admits
Deposits
Enrolled
Percentage
15996
11693
5940
5769
81.8%
Domestic Out-of-State
5550
4296
769
746
10.6%
International
2350
1636
556
535
7.6%
23896
17625
7265
7050
100%
Total
Project the numbers using historical admissions and yield rates
14
Start crunching the data… FS05 Caucasian African American Chicano Hispanic Native American Asian American Other/Not Rept'd International Total
FS06
07v05
07v06
1377 -45 27 122 19 215 318 562
535 -88 0 45 18 64 209 406
8.9% -1.7% 12.6% 21.1% 11.5% 15.2% 135.3% 57.5%
3.3% -3.2% 0.0% 6.9% 10.8% 4.1% 60.8% 35.8%
21841
23247
24436
2595
1189
11.9%
5.1%
Applications FS06
# Differences FS07
07v05
%-age Differences
07v06
07v05
07v06
12831 1962 147 322 132 993 173 3
12945 1779 164 372 128 1080 243 8
13184 1952 169 420 151 1105 396 3
353 -10 22 98 19 112 223 0
239 173 5 48 23 25 153 -5
2.8% -0.5% 15.0% 30.4% 14.4% 11.3% 128.9% 0.0%
1.8% 9.7% 3.0% 12.9% 18.0% 2.3% 63.0% -62.5%
16563
16719
17380
817
661
4.9%
4.0%
# Differences
Applications FS05
Total
07v06
16933 2660 241 700 184 1625 553 1540
Out-of-State
Caucasian African American Chicano Hispanic Native American Asian American Other/Not Rept'd International
07v05
16398 2748 241 655 166 1561 344 1134
FS05
Total
FS07
%-age Differences
15556 2705 214 578 165 1410 235 978
In-State
Caucasian African American Chicano Hispanic Native American Asian American Other/Not Rept'd International
# Differences
Applications
All Freshmen
FS06
FS07
07v05
%-age Differences
07v06
07v05
07v06
2725 743 67 256 33 417 62 975
3453 969 77 283 38 481 101 1126
3749 708 72 280 33 520 157 1537
1024 -35 5 24 0 103 95 562
296 -261 -5 -3 -5 39 56 411
37.6% -4.7% 7.5% 9.4% 0.0% 24.7% 153.2% 57.6%
8.6% -26.9% -6.5% -1.1% -13.2% 8.1% 55.4% 36.5%
5278
6528
7056
1778
528
33.7%
8.1%
15
Fall 2004 ENTERING CLASS PROFILE
BIG TEN MSU Trend
MSU
Low
Median
7,607
4,017
6,037
7,237
% Minority
17.1%
8.6%
14.0%
25.9%
% International
2.5%
0.7%
2.5%
5.1%
% Female
54.8%
41.1%
50.5%
56.0%
% Full Time
97.6%
99.1%
99.5%
99.9%
91.4%
45.2%
67.0%
92.8%
Total First-Time Students
% First-Time UG Resident
High
Big Ten figures do not include MSU. 16
Entering Freshmen Profile ENROLLED STUDENTS GPA Mean (average) Q3 (75th percentile) Median (50th percentile) Q1 (25th percentile) SAT COMBINED Mean (average) Q3 (75th percentile) Median (50th percentile) Q1 (25th percentile) ACT COMPOSITE Mean (average) Q3 (75th percentile) Median (50th percentile) Q1 (25th percentile)
1997 3.35 3.64 3.34 3.08
1998 3.40 3.69 3.41 3.13
1999 3.44 3.72 3.46 3.19
2000 3.48 3.75 3.50 3.24
2001 3.52 3.78 3.54 3.31
2002 3.55 3.79 3.58 3.35
2003 3.58 3.83 3.61 3.39
2004 3.55 3.80 3.56 3.33
2005 3.58 3.82 3.60 3.39
2006 3.61 3.84 3.63 3.43
2007 3.59 3.83 3.62 3.41
% 10 Yr Chg 7.2% 5.2% 8.4% 10.7%
1,108 1,220 1,100 990
1,114 1,110 1,230 1,220 1,110 1,110 1,000 990
1,123 1,230 1,130 1,020
1,132 1,240 1,130 1,030
1,131 1,240 1,130 1,020
1,146 1,260 1,150 1,040
1,135 1,240 1,130 1,030
1,146 1,260 1,150 1,030
1,152 1,270 1,150 1,040
1,131 1,240 1,130 1,020
2.1% 1.6% 2.7% 3.0%
23.9 26 24 21
24.0 27 24 22
24.2 27 24 22
24.5 27 25 22
24.3 27 24 22
24.4 27 24 22
24.6 27 25 22
24.9 27 25 23
6.9% 3.8% 8.7% 9.5%
23.3 26 23 21
23.6 26 23 21
23.7 26 24 21
17
Student of Color/International (% of Total) To-Date Application Comparison (as of 2/20/07) 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%
African American
Chicano/ Hispanic
FS03
11.64%
3.09%
0.55%
6.06%
2.76%
FS04
11.11%
3.32%
0.86%
6.50%
3.33%
FS05
10.67%
3.31%
0.74%
6.58%
3.49%
FS06
10.41%
3.58%
0.71%
6.81%
3.93%
FS07
9.60%
3.52%
0.76%
6.76%
5.40%
Native American Asian American
International
18
Student of Color/International (% of Total) To-Date Admission Comparision (as of 2/20/07) 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%
African American
Chicano/ Hispanic
Native American
Asian American
International
FS03
8.30%
3.08%
0.51%
7.04%
2.12%
FS04
7.74%
2.99%
0.75%
6.91%
2.13%
FS05
8.14%
3.02%
0.69%
7.16%
1.92%
FS06
7.40%
3.28%
0.61%
7.69%
1.82%
FS07
6.21%
3.18%
0.62%
7.63%
2.65%
19
International Applications - Cumulative 2204 2192
2052
2000
2331
2350
1521
1533
2350
2350
2277
1968 1686 1638 1126
1500 1436
1496
1537
1292 1053
1000
1048
1084
1120
1130
1126 1537
938 803
390 445 215
500 24 8 15 12
91 35 46 57
147 139 105
SEPT
OCT
280 224
FS08 Estimated Actual (2,350) FS08 Actual
862 784
FS07
564 413
FS06
0 AUG
NOV
DEC
JAN
FEB
MARCH APRIL
MAY
JUNE
JULY
FINAL
20
International Applications - by Month 1000 900 800
FS08 Estimated Actual (2,350)
700
FS08 Actual
600
FS07
500
FS06
776
229
400 300
124
200 100
24 8 15 12
67 27 31 45
243 141 119
112 93
366 224 417
902 390 489
48
144 110 330 152
394 189 284
85 60 36
135 239
54 25 36
19 12 10
0 AUG
SEPT
OCT
NOV
DEC
JAN
FEB
MARCH
APRIL
MAY
JUNE
0 4
JULY
21
International Admissions - Cumulative FS08 Estimated Actual (1,636)
1600
1637
1636
1049
1069
1070
711
721
719
719
AUG
FINAL
1609 FS08 Actual
1400
1636
1521
FS07
1351
FS06
1200 1090
1000
1070
991 878
800 735
600 479
400 200
0 1 0 0
8 4 1 8
53 83 42 16
140 95 81 72
327 243 207 151
656 634
672 599
536
482 322
0 SEPT
OCT
NOV
DEC
JAN
FEB
MARCH APRIL
MAY
JUNE
JULY
22
International Admissions - by Month 450 400
FS08 Estimated Actual (1,636)
408 355
350
FS08 Actual
FS07
300 275
FS06
261
250 200 45 79 15
100
0
214 174
150
50
236
187
34 0 1 0 0
SEPT
87 12 65 30
8 3 1 8
OCT
171
170 155
126
89
113 63
79
58 73
27 20 10
39
NOV
DEC
JAN 148
FEB
MARCH
APRIL 222
MAY
JUNE
1
JULY
AUG
23
International Net Deposit - Cumulative 600 FS08 Estimated Actual (556)
578 545
FS08 Actual
558
556
381
381
269
267
500 483
FS07 FS06
400 367
389 367
300
314 254
268
285
249
200 174
100
0
0 1 0 0
OCT
4 1 1 4
9 11 5 5
NOV
DEC
19 20 14 8
41 36 25 23
JAN
FEB
93 48 59 49
MARCH
APRIL
MAY
JUNE
JULY
AUG
SEP
24
International Net Deposit - by Month 300 FS08 Estimated Actual (556)
250
FS08 Actual FS07
200 FS06
116
150
275
60 75 62
100 51
50
0 1 0 0
4 0 1 4
OCT
NOV
4 10 4 1
10 9 9 3
22 16
195 125
53 19
34 26
33 22 17
11 15
-21 -8 -16
12
0 DEC
JAN
FEB
MARCH
APRIL
MAY
JUNE
JULY
AUG
-50
25
Residency Target Summary FS07 Freshmen Enrollment
FS07 Target % of Total
FS07 Actual Deposits as of: Mar % of Actual 23 2007 Deposits % of Target 4246 85.67% 70.45% 667 13.46% 78.66% 43 0.87% 14.33%
In-State Domestic Out-Of-State International
6027 848 300
84% 12% 4%
Total Non-Residents
1148
16%
710
14.33%
61.85%
Grand Total
7175
100%
4956
100%
69.07%
FS08 Freshmen Enrollment
FS08 Estimated Actual
FS08 Actual Deposits as of: Mar % of Actual 22 2008 Deposits % of Target 4320 86.19% 74.88% 644 12.85% 86.33% 48 0.96% 8.97%
In-State Domestic Out-Of-State International
% of Total 5769 81.8% 746 10.6% 535 7.6%
Total Non-Residents
1281
18.2%
692
13.81%
54.02%
Grand Total
7050
100%
5012
100%
71.09%
26
Hopefully this not the last performance indicator
you see… 27
Questions/Discussion
28
AACRAO 2008 C. Michael Cook Senior Associate Director Office of Admissions Michigan State University [email protected] 1
2
3
4
Key Performance Indicator (KPI)
Measures that help an organization define and gauge progress toward common goals and objectives. They give everyone in the organization a clear picture of what is important.
5
The Purpose of Performance Indicators
• Benchmark internal progress • Measure the success of strategies and tactics • Measure your position against competition • Compare current status to past performance; vital to continuous improvement efforts • Inform administrative policy-makers 6
Benefits of Performance Indicators
y
Orient and motivate staff toward achieving goals.
y
Communicate achievement to the institution.
y
Provide progress reports to the administration.
7
Effective Performance Indicators
y
Reflect the organizational goals
y
Define the data to collect in measuring progress toward goals
y
Help in setting realistic targets
8
Setting SMART KPIs
Specific: Clear and easy to understand by all. Measurable: Don’t bother if you can’t count it. Achievable: Can be achieved with some effort. Relevant: Matters to staff and success. Timed: Set milestones and goals 9
The Importance of Milestones • Provide evidence that sacrifices are worthwhile. • Provide an opportunity to reward staff. • Help fine-tune the vision and strategies. • Undermine cynics and resisters. • Keep the bosses on board. • Build and sustain momentum
John P. Kotter, Leading Change, 1996 10
Examples of Common Enrollment Management Performance Indicators Recruitment
Operational
Retention
# of Prospects
Revenues
# of Cohort Freshmen
# of Inquiries
Expenditures
# of Cohort Sophomores
# of Applications
Gifts and Donations
# of Cohort Juniors
# of Offers of Admission
Enrollment
# of Cohort Seniors
# of Deposits
Financial Aid
# of Dropouts
# of Freshmen Enrollees
# on Probation
Michael G. Dolence & Associates 11
Performance Indicator Examples
12
13
Setting Freshman Enrollment Goals (based on vision, mission, market, and resources) Fall 2007 Actual In-state
Applications
Admits
Deposits
Enrolled
Percentage
17380
12701
6334
6210
84.90%
Domestic Out-of-State
5519
4269
763
741
10.10%
International
1537
1070
380
367
5%
24436
18040
7477
7318
100%
Total Fall 2008 Targets In-state
Applications
Admits
Deposits
Enrolled
Percentage
15996
11693
5940
5769
81.8%
Domestic Out-of-State
5550
4296
769
746
10.6%
International
2350
1636
556
535
7.6%
23896
17625
7265
7050
100%
Total
Project the numbers using historical admissions and yield rates
14
Start crunching the data… FS05 Caucasian African American Chicano Hispanic Native American Asian American Other/Not Rept'd International Total
FS06
07v05
07v06
1377 -45 27 122 19 215 318 562
535 -88 0 45 18 64 209 406
8.9% -1.7% 12.6% 21.1% 11.5% 15.2% 135.3% 57.5%
3.3% -3.2% 0.0% 6.9% 10.8% 4.1% 60.8% 35.8%
21841
23247
24436
2595
1189
11.9%
5.1%
Applications FS06
# Differences FS07
07v05
%-age Differences
07v06
07v05
07v06
12831 1962 147 322 132 993 173 3
12945 1779 164 372 128 1080 243 8
13184 1952 169 420 151 1105 396 3
353 -10 22 98 19 112 223 0
239 173 5 48 23 25 153 -5
2.8% -0.5% 15.0% 30.4% 14.4% 11.3% 128.9% 0.0%
1.8% 9.7% 3.0% 12.9% 18.0% 2.3% 63.0% -62.5%
16563
16719
17380
817
661
4.9%
4.0%
# Differences
Applications FS05
Total
07v06
16933 2660 241 700 184 1625 553 1540
Out-of-State
Caucasian African American Chicano Hispanic Native American Asian American Other/Not Rept'd International
07v05
16398 2748 241 655 166 1561 344 1134
FS05
Total
FS07
%-age Differences
15556 2705 214 578 165 1410 235 978
In-State
Caucasian African American Chicano Hispanic Native American Asian American Other/Not Rept'd International
# Differences
Applications
All Freshmen
FS06
FS07
07v05
%-age Differences
07v06
07v05
07v06
2725 743 67 256 33 417 62 975
3453 969 77 283 38 481 101 1126
3749 708 72 280 33 520 157 1537
1024 -35 5 24 0 103 95 562
296 -261 -5 -3 -5 39 56 411
37.6% -4.7% 7.5% 9.4% 0.0% 24.7% 153.2% 57.6%
8.6% -26.9% -6.5% -1.1% -13.2% 8.1% 55.4% 36.5%
5278
6528
7056
1778
528
33.7%
8.1%
15
Fall 2004 ENTERING CLASS PROFILE
BIG TEN MSU Trend
MSU
Low
Median
7,607
4,017
6,037
7,237
% Minority
17.1%
8.6%
14.0%
25.9%
% International
2.5%
0.7%
2.5%
5.1%
% Female
54.8%
41.1%
50.5%
56.0%
% Full Time
97.6%
99.1%
99.5%
99.9%
91.4%
45.2%
67.0%
92.8%
Total First-Time Students
% First-Time UG Resident
High
Big Ten figures do not include MSU. 16
Entering Freshmen Profile ENROLLED STUDENTS GPA Mean (average) Q3 (75th percentile) Median (50th percentile) Q1 (25th percentile) SAT COMBINED Mean (average) Q3 (75th percentile) Median (50th percentile) Q1 (25th percentile) ACT COMPOSITE Mean (average) Q3 (75th percentile) Median (50th percentile) Q1 (25th percentile)
1997 3.35 3.64 3.34 3.08
1998 3.40 3.69 3.41 3.13
1999 3.44 3.72 3.46 3.19
2000 3.48 3.75 3.50 3.24
2001 3.52 3.78 3.54 3.31
2002 3.55 3.79 3.58 3.35
2003 3.58 3.83 3.61 3.39
2004 3.55 3.80 3.56 3.33
2005 3.58 3.82 3.60 3.39
2006 3.61 3.84 3.63 3.43
2007 3.59 3.83 3.62 3.41
% 10 Yr Chg 7.2% 5.2% 8.4% 10.7%
1,108 1,220 1,100 990
1,114 1,110 1,230 1,220 1,110 1,110 1,000 990
1,123 1,230 1,130 1,020
1,132 1,240 1,130 1,030
1,131 1,240 1,130 1,020
1,146 1,260 1,150 1,040
1,135 1,240 1,130 1,030
1,146 1,260 1,150 1,030
1,152 1,270 1,150 1,040
1,131 1,240 1,130 1,020
2.1% 1.6% 2.7% 3.0%
23.9 26 24 21
24.0 27 24 22
24.2 27 24 22
24.5 27 25 22
24.3 27 24 22
24.4 27 24 22
24.6 27 25 22
24.9 27 25 23
6.9% 3.8% 8.7% 9.5%
23.3 26 23 21
23.6 26 23 21
23.7 26 24 21
17
Student of Color/International (% of Total) To-Date Application Comparison (as of 2/20/07) 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%
African American
Chicano/ Hispanic
FS03
11.64%
3.09%
0.55%
6.06%
2.76%
FS04
11.11%
3.32%
0.86%
6.50%
3.33%
FS05
10.67%
3.31%
0.74%
6.58%
3.49%
FS06
10.41%
3.58%
0.71%
6.81%
3.93%
FS07
9.60%
3.52%
0.76%
6.76%
5.40%
Native American Asian American
International
18
Student of Color/International (% of Total) To-Date Admission Comparision (as of 2/20/07) 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%
African American
Chicano/ Hispanic
Native American
Asian American
International
FS03
8.30%
3.08%
0.51%
7.04%
2.12%
FS04
7.74%
2.99%
0.75%
6.91%
2.13%
FS05
8.14%
3.02%
0.69%
7.16%
1.92%
FS06
7.40%
3.28%
0.61%
7.69%
1.82%
FS07
6.21%
3.18%
0.62%
7.63%
2.65%
19
International Applications - Cumulative 2204 2192
2052
2000
2331
2350
1521
1533
2350
2350
2277
1968 1686 1638 1126
1500 1436
1496
1537
1292 1053
1000
1048
1084
1120
1130
1126 1537
938 803
390 445 215
500 24 8 15 12
91 35 46 57
147 139 105
SEPT
OCT
280 224
FS08 Estimated Actual (2,350) FS08 Actual
862 784
FS07
564 413
FS06
0 AUG
NOV
DEC
JAN
FEB
MARCH APRIL
MAY
JUNE
JULY
FINAL
20
International Applications - by Month 1000 900 800
FS08 Estimated Actual (2,350)
700
FS08 Actual
600
FS07
500
FS06
776
229
400 300
124
200 100
24 8 15 12
67 27 31 45
243 141 119
112 93
366 224 417
902 390 489
48
144 110 330 152
394 189 284
85 60 36
135 239
54 25 36
19 12 10
0 AUG
SEPT
OCT
NOV
DEC
JAN
FEB
MARCH
APRIL
MAY
JUNE
0 4
JULY
21
International Admissions - Cumulative FS08 Estimated Actual (1,636)
1600
1637
1636
1049
1069
1070
711
721
719
719
AUG
FINAL
1609 FS08 Actual
1400
1636
1521
FS07
1351
FS06
1200 1090
1000
1070
991 878
800 735
600 479
400 200
0 1 0 0
8 4 1 8
53 83 42 16
140 95 81 72
327 243 207 151
656 634
672 599
536
482 322
0 SEPT
OCT
NOV
DEC
JAN
FEB
MARCH APRIL
MAY
JUNE
JULY
22
International Admissions - by Month 450 400
FS08 Estimated Actual (1,636)
408 355
350
FS08 Actual
FS07
300 275
FS06
261
250 200 45 79 15
100
0
214 174
150
50
236
187
34 0 1 0 0
SEPT
87 12 65 30
8 3 1 8
OCT
171
170 155
126
89
113 63
79
58 73
27 20 10
39
NOV
DEC
JAN 148
FEB
MARCH
APRIL 222
MAY
JUNE
1
JULY
AUG
23
International Net Deposit - Cumulative 600 FS08 Estimated Actual (556)
578 545
FS08 Actual
558
556
381
381
269
267
500 483
FS07 FS06
400 367
389 367
300
314 254
268
285
249
200 174
100
0
0 1 0 0
OCT
4 1 1 4
9 11 5 5
NOV
DEC
19 20 14 8
41 36 25 23
JAN
FEB
93 48 59 49
MARCH
APRIL
MAY
JUNE
JULY
AUG
SEP
24
International Net Deposit - by Month 300 FS08 Estimated Actual (556)
250
FS08 Actual FS07
200 FS06
116
150
275
60 75 62
100 51
50
0 1 0 0
4 0 1 4
OCT
NOV
4 10 4 1
10 9 9 3
22 16
195 125
53 19
34 26
33 22 17
11 15
-21 -8 -16
12
0 DEC
JAN
FEB
MARCH
APRIL
MAY
JUNE
JULY
AUG
-50
25
Residency Target Summary FS07 Freshmen Enrollment
FS07 Target % of Total
FS07 Actual Deposits as of: Mar % of Actual 23 2007 Deposits % of Target 4246 85.67% 70.45% 667 13.46% 78.66% 43 0.87% 14.33%
In-State Domestic Out-Of-State International
6027 848 300
84% 12% 4%
Total Non-Residents
1148
16%
710
14.33%
61.85%
Grand Total
7175
100%
4956
100%
69.07%
FS08 Freshmen Enrollment
FS08 Estimated Actual
FS08 Actual Deposits as of: Mar % of Actual 22 2008 Deposits % of Target 4320 86.19% 74.88% 644 12.85% 86.33% 48 0.96% 8.97%
In-State Domestic Out-Of-State International
% of Total 5769 81.8% 746 10.6% 535 7.6%
Total Non-Residents
1281
18.2%
692
13.81%
54.02%
Grand Total
7050
100%
5012
100%
71.09%
26
Hopefully this not the last performance indicator
you see… 27
Questions/Discussion
28
