Managing the Wait List

Date: 1/6/2010

At the last Summer Seminar we videotaped a conversation between Ruth Vedvik and Tom Willoughby in which they reflected on the role managing wait lists had played in the last recruitment cycle. Viewing this recording recently, I was reminded that it's not too early to focus attention on wait lists—and if not yours, then how others' could turn your good year into something less.

For me, viewing Ruth and Tom's discussion was like—well, listening to Hendrix and Clapton jamming.

Of course, the thing about wait lists—if you have one—is that you can't wait until May 1 to manage it. Ideally, you know exactly who on the wait list you would want to admit, and who will accept an offer should you make it. And your contacts with the student make you sure of that. You'll always want to go to the list for at least a couple of students, or there will be little interest among students in remaining on your list in future years.

If you don't have a wait list, you're still subject to what your competitors do with theirs. This has become particularly true in the impact public flagship institutions have had in recent years as their inability to manage or predict yield has wrought widespread wait list destruction on many private colleges.

I hope you enjoy listening in on the conversation as much as I did: http://www.hardwickday.com/news-resources/videos/managing-prospect-qualification-wait-list.