La Salle’s surprisingly simple advice to spark an enrollment turnaround

The story of the small private faith-based college falling on hard times has become all too common in the post-pandemic world of higher education. A declining number of traditional learners and increased operating costs have shuttered some schools, while forcing others to dramatically alter their operations.

La Salle University in Philadelphia, on the other hand, is in the middle of a remarkable turnaround. Enrollment increased by 23% in 2024; the following year, the 163-year-old college welcomed its largest first-year class since 2019. On-campus housing is expanding this year as the incoming fall class is expected to reach a similar size.

Revenue has climbed, too, jumping 40% over the last three years, which helped La Salle reaffirm its accreditation in May. (The Middle States Commission on Higher Education had issued a compliance warning last year concerning the university’s financial stability.)

President Daniel Allen credits this progress to La Salle’s unwavering commitment to its historic liberal arts mission.

“I’ve always been a subscriber to focusing on what you were built to do and doing it well,” says Allen, who was appointed president in 2022. “We’ve focused on that versus trying to enter into a space that isn’t really our area of strength.”

Revamping marketing and communications

La Salle’s “super personalized, hyper-focused” communications educate prospective students about the university’s best qualities: a vibrant urban campus immersed in Philadelphia and in-person teaching by engaged faculty.

Admissions counselors are strengthening their relationships with students across the state rather than chasing viral digital marketing trends. Faculty are also expected to engage with students during campus tours.

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The strategy underscores Allen’s vision that all students will be on a first-name basis with staff, administrators and the president.

“If that’s the kind of institution that [prospective students] want to be at, we don’t think there’s a school in Philadelphia that is going to be better suited than La Salle,” Allen says.

Emphasizing the university’s strengths (and the student outcomes associated with it) has opened La Salle to more students. Previous marketing strategies that focused solely on attracting first-generation or Pell Grant students overlooked other groups, Allen says.

“What we did was look at how we were talking about ourselves,” he adds. “We’re talking more about shared values and interest rather than the ascribed characteristics of our students.”

Donors are also attracted to La Salle’s new communications strategy. The university raised over $2 million from over 1,250 donors in April, breaking a single-day fundraising record.

Allen explains how La Salle’s outcomes-driven communication strategy works for all students, alumni and donors.

Aligning academic programming

Like other presidents, Allen has also focused on aligning academic programming with industry to ensure graduates find in-demand, high-paying careers.

La Salle added a sports management major in its business schools two years ago after recognizing how many finance alumni work for Philadelphia’s professional sports teams.

“We have this great relationship with those organizations, but we didn’t have an academic program specifically to prepare students to enter into that industry,” Allen says. “We do now, and it’s one of our hottest majors.”

Cosmetic chemistry and biotech innovation were also added this year.