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Vice President for Enrollment
Pacific Lutheran University
Karl Stumo, Tom Crady
No. 38 · Fall 2013
Drawing on Sallie Mae and UCLA enrollment data, the websites of competitor institutions, and candid voices from the field, Crady and Stumo describe a recruitment landscape in which yield rates have collapsed, discount rates have soared, and the word “Lutheran” often presents an obstacle until it is patiently unpacked. They survey mission language at Augsburg, PLU, Gustavus, and Wartburg and argue that strategic message development is the only way for ELCA schools to make vocation and Lutheran identity “credible, relevant, differentiating, and compelling” to prospective families.
