Laying the Groundwork for Strategic Growth

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<span class="field field--name-title">Laying the Groundwork for Strategic Growth</span> </h1> <article class="node node--type-resource node--view-mode-full"> <div class="node__content"> <div class="date-time-share-container"> <div class="field-group date-time-container"> <div class="field field--name-field-publication-date field--type-datetime field--label-hidden field__item"><time datetime="2024-08-30T12:00:00Z" class="datetime">August 30, 2024</time> </div> <div class="field-group time-taken"> <div content="3" class="field field--name-field-time-to-read field--type-integer field--label-hidden field__item">3 minute</div> <div class="field field--name-field-engagement field--type-list-string field--label-hidden field__item">read</div> </div> </div> <div class="share-download-container"> <div id="block-addtoanybuttons" class="block-addtoanybuttons block block-addtoany block-addtoany-block"> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://www.kaufmanhall.com/insights/blog/laying-groundwork-strategic-growth" data-a2a-title="Laying the Groundwork for Strategic Growth"><a class="a2a_button_facebook"></a><a class="a2a_button_x"></a><a class="a2a_button_linkedin"></a><a class="a2a_button_email"></a></span> </div> </div> </div> <div class="image-container"> <div class="field field--name-field-banner-image field--type-entity-reference field--label-hidden field__item"> <img loading="lazy" src="/sites/default/files/styles/3_1_scale_and_crop_large/public/images/2024-08/empty-classroom-banner.jpg?itok=XZSUVLew" width="900" height="300" alt="empty classroom" class="image-style-_-1-scale-and-crop-large" /> </div> </div> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><span class="ui-provider a b c d e f g h i j k l m n o p q r s t u v w x y z ab ac ae af ag ah ai aj ak" style="font-size:inherit;" dir="ltr"><strong>Jason Sussman, Gaby Hawat, Larenda Mielke, and Erik Kahill</strong></span></p><p>Colleges and universities are approaching the demographic cliff: the number of high school graduates <a href="https://www.axios.com/2024/07/03/education-enrollment-cliff-schools">is expected to peak</a> in 2025 or 2026, and then begin a pattern of slow decline.</p><p>Higher education is already seeing an increasing number of closures; a <a href="https://www.wsj.com/us-news/education/a-new-problem-with-four-year-degrees-the-surge-in-college-closures-7f68c4aa?st=klmc4kdkbck4xc2&reflink=desktopwebshare_permalink">recent article in the Wall Street Journal</a> noted that more than 500 not-for-profit institutions have closed over the past 10 years.</p><p>Given these demographic trends, many colleges and universities face two choices: they either whittle away their offerings to accommodate smaller classes, or they pursue growth in an increasingly competitive marketplace. It is our belief that those institutions that actively pursue the latter option have the best chance of ensuring their long-term sustainability.</p><p>While it may seem counterintuitive to pursue growth in a shrinking market, that is what most colleges and universities must do. They must define and assert where they have a competitive advantage, and they must ensure that they are reaching their full market of potential enrollees. They should also identify opportunities for inorganic growth, combining forces with other institutions that can complement and enhance their own program offerings. The ultimate goal of these efforts is to maintain and enhance the institution’s “market essentiality.”</p><h2>Critical questions</h2><p>Institutions should begin with an honest assessment of their place in the market. This assessment begins with answering some fundamental, but critical, questions:</p><ul><li><strong>Is there a market for what we are offering?</strong> If there is not, a radical rethinking of the institution’s academic portfolio may be required.</li><li><strong>If there is a market for what we offer, are we an essential player in that market?</strong> If not, it will be necessary to think about how to build program offerings to increase market essentiality.</li><li><strong>What could differentiate us from our competitors? </strong>Focusing on our institution’s core strengths, what innovations could set our program offerings apart from our competitors? Where else in higher education have innovations occurred, and how could those be translated to our own institution’s program offerings? Innovation does not need to be unique; there are lessons to be learned from other institutions that have spearheaded new program offerings.</li></ul><p>The outcome of this assessment should result in an understanding of which programs are struggling, which are holding their own weight, and which have opportunities for growth. It should also result in a better understanding and definition of the appropriate market(s) for the institution’s current and potential new offerings.</p><h2>Defining the levers to pull</h2><p>The answers to the questions described above will help leadership identify the levers it can pull as it prepares the groundwork for its growth strategy. These include:</p><ul><li><strong>Academic portfolio. </strong>Institutions should not be afraid to cut programs for which there is a declining or marginal market. But, as our colleagues on the healthcare side of our practice recently noted, <a href="https://www.kaufmanhall.com/insights/article/hospital-and-health-system-financial-growth-improvement">you cannot cut your way to growth</a>. Cost containment efforts focused on underperforming academic programs can help drive financial improvement but are insufficient on their own to create long-term sustainability. it is important that the savings derived from cost management efforts be reinvested in programs that have strong growth potential to enhance their market essentiality.</li><li><strong>Redefining the market.</strong> Where and to whom does our institution currently market its programs? Are there opportunities to broaden the market geographically or demographically? What program enhancements might support broadening the market?</li><li><strong>Monetization opportunities. </strong>Are there business opportunities that would relate to, but could operate separate from, the institution’s academic units? These opportunities might exist across a range of programs: life sciences, hospitality, agricultural or environmental studies, and more.</li><li><strong>Partnership opportunities. </strong>What is the current competitive landscape for our institution? Are there other institutions that have program offerings that could complement existing programs and contribute to an inorganic growth strategy? If a choice comes down to consolidation or closure, most institutions prefer the former to perpetuate their legacy.</li></ul><h2><strong>Governance considerations</strong></h2><p>Institutions preparing for growth must also assess the composition of their boards of trustees. Boards at most institutions are understandably populated by major donors. But donor-driven boards have certain limitations. For all of the obvious benefits of endowment gifts from major donors, such gifts can also impede change, depending on the restrictions that accompany the endowment. And donors—typically alumni—may be invested in having their own campus experiences (as they remember them) perpetuated.</p><p>Altering the composition of the board of trustees is unlikely for most colleges and universities and is a long-term project at best. Instead, in the short-term, institutions should focus on the committees that drive decision-making for the board: typically, the executive, finance, and investment committees. While donor relationships will always remain important, assignments to these committees should also consider other capabilities that trustees can bring to support an institutional growth strategy.</p><h2><strong>Two paths forward for growth</strong></h2><p>In laying the groundwork for growth, institutions should be focused on two main goals. First, they should identify where they have a competitive advantage (i.e., market essentiality) and where they are struggling. To the extent that struggling programs are taking away resources that could support future organic growth, they should be reduced or eliminated from the academic portfolio. In this era of scarce resources, most of those resources should be directed toward support of organic growth opportunities, including academic-adjacent monetization opportunities, within or in addition to the existing academic portfolio.</p><p>Second, institutions should be constantly alert to opportunities where they can partner with other institutions, organizations, or companies to grow their programs or diversify their revenues. As industries come under pressure, opportunities for consolidation and inorganic growth emerge. Higher education as a sector is likely near or at that tipping point.</p><p>In our next two blogs, we will look at both organic and inorganic growth opportunities for colleges and universities. We welcome the opportunity to discuss your institution’s options for growth.</p></div> <div class="field field--name-field-topic field--type-entity-reference field--label-hidden field__items"> <div class="field__item"><a href="/insights-all?sort=field_publication_date&order=desc&f%5B0%5D=topic%3A1211" hreflang="en">Blog: Sustaining Higher Education</a></div> <div class="field__item"><a href="/insights-all?sort=field_publication_date&order=desc&f%5B0%5D=topic%3A1176" hreflang="en">Higher Education</a></div> <div class="field__item"><a href="/insights-all?sort=field_publication_date&order=desc&f%5B0%5D=topic%3A1036" hreflang="en">Strategic Planning & Management</a></div> </div> <div class="field field--name-field-meet-the-authors field--type-entity-reference field--label-hidden field__items"> <div class="field__item"> <article class="expert-component node node--type-expert node--view-mode-listing"> <div class="node__content"> <div class="field field--name-field-main-image field--type-entity-reference field--label-hidden field__item"> <img loading="lazy" src="/sites/default/files/styles/medium_testimonial_circle_215x215/public/images/2024-08/Jason-Sussman_headshot.jpg?h=56b18868&itok=eMQeq27i" width="215" height="215" alt="Jason Sussman headshot" class="image-style-medium-testimonial-circle-215x215" /> </div> <div class="info-container"> <a class="link" href="/experts/jason-sussman"> <div class="name"><span class="field field--name-title field--type-string field--label-hidden">Jason Sussman</span> </div> <div class="field field--name-field-position-title field--type-string field--label-hidden field__item"> <p>Managing Director</p> </div> </a> <div class="social-links-container loaded" data-marketo-form-email="6564"> <ul class="social-media-links--platforms platforms vertical"> <li class="linkedin"> <a class="social-media-link-icon--linkedin" href="https://www.linkedin.com/in/jason-sussman-9401a836/" aria-label=" LinkedIn" title=" LinkedIn" > <span class='fab fa-linkedin fa-2x'></span> </a> </li> </ul> <div class="marketo_email_author_form field__item"> <a href="#" class="marketo-form-button-email" data-marketo-form="marketo_form_body_6564" data-expert-id="jason-sussman"> <span class="contact-expert-label-long">Contact Expert</span> <span class="contact-expert-label-short" style="display: none;">Contact</span> </a> <div class="marketo-form-body-email intro-modal" id="marketo_form_body_6564"> <div class="inner-container"> <div class="node__content"> <div class="marketo-form-wrapper"> <h3>Contact Expert</h3> <div class="field field--name-field-marketo-form field--type-marketo-form-field field--label-hidden field__item"><script src="//app-sj04.marketo.com/js/forms2/js/forms2.min.js"></script><form id="mktoForm_6564"></form></div> <div class="field field--name-field-marketo-submit-text field--type-string field--label-hidden field__item">Submit</div> </div> </div> </div> </div> </div> </div> </div> <div class="bio-container"> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item">Jason Sussman has provided planning and financial advisory services for healthcare providers and higher education institutions nationwide for more than 35 years. He is a leader in Kaufman Hall’s Strategic and Financial Planning practice.</div> <div class="field field--name-field-marketo-submit-text field--type-string field--label-hidden field__item">Submit</div> </div> </div> </article> </div> <div class="field__item"> <article class="expert-component node node--type-expert node--view-mode-listing"> <div class="node__content"> <div class="field field--name-field-main-image field--type-entity-reference field--label-hidden field__item"> <img loading="lazy" src="/sites/default/files/styles/medium_testimonial_circle_215x215/public/images/2024-04/Gaby%20Hawat%20Headshot_Jul%2023.jpeg?h=13bda756&itok=yZAkaIur" width="215" height="215" alt="Gaby Hawat" class="image-style-medium-testimonial-circle-215x215" /> </div> <div class="info-container"> <a class="link" href="/experts/gaby-hawat-edd"> <div class="name"><span class="field field--name-title field--type-string field--label-hidden">Gaby Hawat, Ed.D.</span> </div> <div class="field field--name-field-position-title field--type-string field--label-hidden field__item"> <p>Senior Vice President</p> </div> </a> <div class="social-links-container loaded" data-marketo-form-email="6564"> <ul class="social-media-links--platforms platforms vertical"> <li class="linkedin"> <a class="social-media-link-icon--linkedin" href="https://www.linkedin.com/in/gaby-hawat-6583a3130/" aria-label=" LinkedIn" title=" LinkedIn" > <span class='fab fa-linkedin fa-2x'></span> </a> </li> </ul> <div class="marketo_email_author_form field__item"> <a href="#" class="marketo-form-button-email" data-marketo-form="marketo_form_body_6564" data-expert-id="gaby-hawat-edd"> <span class="contact-expert-label-long">Contact Expert</span> <span class="contact-expert-label-short" style="display: none;">Contact</span> </a> <div class="marketo-form-body-email intro-modal" id="marketo_form_body_6564"> <div class="inner-container"> <div class="node__content"> <div class="marketo-form-wrapper"> <h3>Contact Expert</h3> <div class="field field--name-field-marketo-form field--type-marketo-form-field field--label-hidden field__item"><script src="//app-sj04.marketo.com/js/forms2/js/forms2.min.js"></script><form id="mktoForm_6564"></form></div> </div> </div> </div> </div> </div> </div> </div> <div class="bio-container"> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item">Gaby Hawat is a Senior Vice President at Kaufman Hall in the firm’s Higher Education Practice. He develops strategies that help institutions tackle their current challenges in higher education.</div> </div> </div> </article> </div> <div class="field__item"> <article class="expert-component node node--type-expert node--view-mode-listing"> <div class="node__content"> <div class="field field--name-field-main-image field--type-entity-reference field--label-hidden field__item"> <img loading="lazy" src="/sites/default/files/styles/medium_testimonial_circle_215x215/public/images/2020-02/larenda-mielke.jpg?h=0998d315&itok=JYv0uNd1" width="215" height="215" alt="Larenda Mielke" class="image-style-medium-testimonial-circle-215x215" /> </div> <div class="info-container"> <a class="link" href="/experts/larenda-mielke"> <div class="name"><span class="field field--name-title field--type-string field--label-hidden">Larenda Mielke</span> </div> <div class="field field--name-field-position-title field--type-string field--label-hidden field__item"> <p>Senior Vice President</p> </div> </a> <div class="social-links-container loaded" data-marketo-form-email="6564"> <ul class="social-media-links--platforms platforms vertical"> <li class="linkedin"> <a class="social-media-link-icon--linkedin" href="https://www.linkedin.com/in/larendamielke/" aria-label=" LinkedIn" title=" LinkedIn" > <span class='fab fa-linkedin fa-2x'></span> </a> </li> </ul> <div class="marketo_email_author_form field__item"> <a href="#" class="marketo-form-button-email" data-marketo-form="marketo_form_body_6564" data-expert-id="larenda-mielke"> <span class="contact-expert-label-long">Contact Expert</span> <span class="contact-expert-label-short" style="display: none;">Contact</span> </a> <div class="marketo-form-body-email intro-modal" id="marketo_form_body_6564"> <div class="inner-container"> <div class="node__content"> <div class="marketo-form-wrapper"> <h3>Contact Expert</h3> <div class="field field--name-field-marketo-form field--type-marketo-form-field field--label-hidden field__item"><script src="//app-sj04.marketo.com/js/forms2/js/forms2.min.js"></script><form id="mktoForm_6564"></form></div> <div class="field field--name-field-marketo-submit-text field--type-string field--label-hidden field__item">Submit</div> </div> </div> </div> </div> </div> </div> </div> <div class="bio-container"> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item">Larenda Mielke is a Senior Vice President in the Higher Education division of Kaufman Hall’s Strategic and Financial Planning practice. She has extensive leadership experience in higher education in the areas of strategy, curriculum and program development, and more.</div> <div class="field field--name-field-marketo-submit-text field--type-string field--label-hidden field__item">Submit</div> </div> </div> </article> </div> <div class="field__item"> <article class="expert-component node node--type-expert node--view-mode-listing"> <div class="node__content"> <div class="field field--name-field-main-image field--type-entity-reference field--label-hidden field__item"> <img loading="lazy" src="/sites/default/files/styles/medium_testimonial_circle_215x215/public/images/2023-07/Erik_Kahill-headshot.jpg?h=0998d315&itok=YM6DXMBu" width="215" height="215" alt="Erik Kahill headshot" class="image-style-medium-testimonial-circle-215x215" /> </div> <div class="info-container"> <a class="link" href="/experts/erik-kahill"> <div class="name"><span class="field field--name-title field--type-string field--label-hidden">Erik Kahill</span> </div> <div class="field field--name-field-position-title field--type-string field--label-hidden field__item"> <p>Vice President</p> </div> </a> <div class="social-links-container loaded" data-marketo-form-email="6564"> <ul class="social-media-links--platforms platforms vertical"> <li class="linkedin"> <a class="social-media-link-icon--linkedin" href="https://www.linkedin.com/in/erikkahill/" aria-label=" LinkedIn" title=" LinkedIn" > <span class='fab fa-linkedin fa-2x'></span> </a> </li> </ul> <div class="marketo_email_author_form field__item"> <a href="#" class="marketo-form-button-email" data-marketo-form="marketo_form_body_6564" data-expert-id="erik-kahill"> <span class="contact-expert-label-long">Contact Expert</span> <span class="contact-expert-label-short" style="display: none;">Contact</span> </a> <div class="marketo-form-body-email intro-modal" id="marketo_form_body_6564"> <div class="inner-container"> <div class="node__content"> <div class="marketo-form-wrapper"> <h3>Contact Expert</h3> <div class="field field--name-field-marketo-form field--type-marketo-form-field field--label-hidden field__item"><script src="//app-sj04.marketo.com/js/forms2/js/forms2.min.js"></script><form id="mktoForm_6564"></form></div> </div> </div> </div> </div> </div> </div> </div> <div class="bio-container"> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item">Erik Kahill is a Vice President with Kaufman Hall and a member of the firm’s Higher Education practice. Erik brings a detailed understanding of higher education and expertise in enrollment and retention, institutional expenditures, and the use of data and dashboards to drive sustainable growth and strategy.</div> </div> </div> </article> </div> </div> <div class="field field--name-field-section-title field--type-string field--label-hidden field__item">More Higher Education Resources</div> <div class="field field--name-field-components field--type-entity-reference-revisions field--label-hidden field__items"> <div class="field__item"> <div class="paragraph paragraph--type--from-library paragraph--view-mode--component"> <div class="field field--name-paragraphs field--type-entity-reference-revisions field--label-hidden field__item"> <div class="paragraph paragraph--type--featured-component paragraph--view-mode--title-label-only"> <div class="paragraph paragraph--type--featured-insights paragraph--view-mode--title-label-only"> </div> </div> </div> <article class="resoure-blog-type pathway-486 pathway node node--type-resource node--view-mode-component"> <a href="/insights/blog/higher-education-advancement-and-strategic-growth"> <div class="node__content"> <div class="content-img"><img src="/sites/default/files/styles/16_9_scale_and_crop_small/public/images/2024-09/Philanthropy-thumb.jpg?h=b69e0e0e&itok=TDratJJe" width="660" height="371" alt="community surrounding funds" loading="lazy" class="image-style-_6-9-scale-and-crop-small" /> </div> <div class="mobile-content-img"><img src="/sites/default/files/styles/16_9_scale_and_crop_medium/public/images/2024-09/Philanthropy-thumb.jpg?h=b69e0e0e&itok=-SkXWZvc" width="900" height="506" alt="community surrounding funds" loading="lazy" class="image-style-_6-9-scale-and-crop-medium" /> </div> <div class="field--name-field-resource-type">Blog</div> <div class="content-wrapper"> <h2>Advancement and Strategic Growth</h2> <div class="field field--name-field-publication-date field--type-datetime field--label-hidden field__item"><time datetime="2024-09-27T12:00:00Z" class="datetime">September 27, 2024</time> </div> </div> </div> </a> </article> <article class="resoure-blog-type pathway-486 pathway node node--type-resource node--view-mode-component"> <a href="/insights/blog/financial-literacy-and-strategic-financial-planning"> <div class="node__content"> <div class="content-img"><img src="/sites/default/files/styles/16_9_scale_and_crop_small/public/images/2024-06/strategic-fiancial-planning_thumb.jpg?h=b69e0e0e&itok=h6NKToyD" width="660" height="371" alt="Strategic and Financial Planning" loading="lazy" class="image-style-_6-9-scale-and-crop-small" /> </div> <div class="mobile-content-img"><img src="/sites/default/files/styles/16_9_scale_and_crop_medium/public/images/2024-06/strategic-fiancial-planning_thumb.jpg?h=b69e0e0e&itok=WJJcDlvS" width="900" height="506" alt="Strategic and Financial Planning" loading="lazy" class="image-style-_6-9-scale-and-crop-medium" /> </div> <div class="field--name-field-resource-type">Blog</div> <div class="content-wrapper"> <h2>Financial Literacy and Strategic Financial Planning</h2> <div class="field field--name-field-publication-date field--type-datetime field--label-hidden field__item"><time datetime="2024-06-28T12:00:00Z" class="datetime">June 28, 2024</time> </div> </div> </div> </a> </article> <article class="resoure-blog-type pathway-486 pathway node node--type-resource node--view-mode-component"> <a href="/insights/blog/how-promote-financial-literacy-within-your-institution"> <div class="node__content"> <div class="content-img"><img src="/sites/default/files/styles/16_9_scale_and_crop_small/public/images/2024-05/financial-literacy-thumb-V2.jpg?h=b69e0e0e&itok=joIXrl0Z" width="660" height="371" alt="Stack of books and glasses" loading="lazy" class="image-style-_6-9-scale-and-crop-small" /> </div> <div class="mobile-content-img"><img src="/sites/default/files/styles/16_9_scale_and_crop_medium/public/images/2024-05/financial-literacy-thumb-V2.jpg?h=b69e0e0e&itok=WItowabV" width="900" height="506" alt="Stack of books and glasses" loading="lazy" class="image-style-_6-9-scale-and-crop-medium" /> </div> <div class="field--name-field-resource-type">Blog</div> <div class="content-wrapper"> <h2>How to Promote Financial Literacy Within Your Institution</h2> <div class="field field--name-field-publication-date field--type-datetime field--label-hidden field__item"><time datetime="2024-05-31T12:00:00Z" class="datetime">May 31, 2024</time> </div> </div> </div> </a> </article> <div class="field field--name-field-view-more-button field--type-link field--label-hidden field__item"><a href="/insights" target="_self" class="open-in-same-window">More Resources</a></div> </div> </div> </div> </div> </article> </div> </div> </div> </main> </div> </div> <div class="region region--footer-prefix clearfix"> <div 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