For Christian colleges and universities, developing effective mission-driven enrollment strategies is more than a trend—it’s a necessity for thriving in today’s complex higher ed landscape.

There’s a tension that many enrollment leaders know all too well: balancing business performance with spiritual mission.

It’s a challenge that NACCAP President Phil Cook doesn’t just acknowledge—he embraces it.

In this episode of The Higher Ed Marketer Podcast, Phil joins Bart Caylor and co-host Zach Coffin to offer a passionate, transparent, and strategy-packed conversation on how mission-driven enrollment is not only possible but essential for faith-based institutions.

Throughout the conversation, Phil reminds us that Christian colleges and universities are not only in the business of changing lives—they’re in the business of changing eternity.

And to do that, we need more than data.

We need deep clarity of mission, a relentless pursuit of authenticity, and bold leadership that understands enrollment isn’t about filling seats—it’s about forming souls.

“We’re Not Data-Driven. We’re Mission-Driven.”

Phil sets the tone early, clarifying his stance on enrollment strategy in Christian higher ed:

“I am not data driven. I am mission driven. I am people driven. I am relationship driven. And the data must inform what I’m doing.”

That distinction is at the heart of Phil’s leadership at NACCAP and the entire message of this podcast episode.

In an era dominated by analytics, yield season pressure, and budget constraints, it’s easy for faith-based institutions to drift into treating students like conversion metrics.

Phil pushes back on that mentality with a conviction that enrollment decisions must be made through the lens of mission clarity.

That means seeing students not as numbers, but as individuals with eternal destinies.

Christian higher education changes eternity. It changes generations. And that’s what we do in NACCAP.

His perspective is not a rejection of business practices—it’s a re-centering of those practices on a kingdom-focused mission.

He explains how Christian colleges must simultaneously execute strategic enrollment plans while anchoring everything in the institution’s spiritual purpose.

Authenticity and Clarity: Pillars of Mission-Driven Enrollment Strategies

A recurring theme throughout the episode is authenticity. Phil says it best with a simple, memorable phrase: 

Real recognizes real.

Today’s students—and their parents—can smell insincerity from a mile away.

The rise of generative AI, artificial influencers, and curated content has only heightened the demand for truth-telling institutions that know who they are and can articulate that clearly.

Phil’s advice to Christian institutions?

Get crystal clear on your mission.

Be transparent about your faith commitments.

Let students know upfront who you are—so there are no surprises come orientation week.

He recounts a powerful story about a former basketball player who didn’t come to a Christian college as a believer but wasn’t misled about the school’s faith mission.

Over time, authentic community and gospel-centered mentorship changed his life.

That story, Phil says, is a case study in “truth in advertising” and the power of mission consistency from recruitment to graduation.

The Enrollment Funnel Is Changing

Another standout moment in the episode comes when Phil discusses the growing trend of direct admissions—a model where students receive acceptance offers before they even apply.

This shift in the recruitment funnel, Phil says, represents a move toward more proactive, student-first marketing strategies.

But he cautions against thinking any one tool—AI, digital media, or automated funnels—is a silver bullet.

 “If all it takes is that, then everybody would be successful.” 

Instead, schools need to leverage tools in alignment with their mission and reinforce digital strategy with old-school relationship building.

NACCAP’s own efforts, like fly-in and drive-in events that connect Christian K-12 counselors with colleges, reinforce this hybrid approach.

By blending digital outreach with face-to-face interactions, schools can provide the kind of high-touch experience that today’s students—and their influencers—crave.

Equipping the Front Lines of Enrollment

Phil also emphasizes the critical role that admissions counselors, marketing teams, and enrollment staff play as first impressions of an institution’s faith culture.

Their work is not just administrative—it’s missional.

To support these professionals, NACCAP offers structured onboarding, training sessions, and mentorship that emphasize professionalism, compassion, and mission clarity.

Phil’s philosophy of “hire tough, manage easy” pushes institutions to recruit staff who truly believe in the mission—and then give them the tools to thrive.

He wants enrollment professionals to understand their value and embrace the significance of their role.

They’re not just supporting the process—they’re shaping a student’s first impression of the institution and, in many cases, of Christian higher education itself.

 “You’re not a paraprofessional. You’re a professional. You’re going to learn and grow on this.”

This quote is Phil’s call to action: enrollment teams need to see themselves as fully equipped leaders in their field, not merely assistants.

With the right development, they can grow in both skill and spiritual impact, advancing the mission of their institution one relationship at a time.

Mission + Innovation = Opportunity

The conversation also explored how faith-based institutions can and should lean into academic innovation.

Phil points to one NACCAP member school with a thriving engineering program that’s both technically rigorous and deeply mission-aligned.

The key?

Integrating ethical formation, spiritual growth, and career preparation in a way that’s holistic and life-shaping.

This balance, Phil believes, is the competitive edge that Christian colleges need in a world where students can earn a degree at Walmart.

While cost and convenience may win in some arenas, Christian institutions offer what no generic credentialing program can: authentic community, spiritual formation, and transformational relationships.

“I’m pretty sure the gospel can withstand any sort of technology change.
It withstood the printing press, television, the internet… and now AI.”

Burdens, Hope, and Leading with Faith

When asked about the burdens that keep enrollment leaders up at night, Phil offers more than just professional insight—he opens up with personal vulnerability.

He recalls a time when his adult daughter was undergoing a life-threatening health crisis, and the days were filled with anxiety, uncertainty, and prayer.

During that season, he said, the hardest part was the waiting—waiting on results, answers, and clarity.

But even in that tension, he found a spiritual truth he now shares with other leaders under pressure:

“The waiting was the worst. So while you’re waiting, don’t stop working. Don’t waste the waiting. Do the work and do worship.”

This quote reflects Phil’s spiritual encouragement to enrollment leaders: even when outcomes are unclear, your faith and efforts are not wasted.

Leading into the Future

As institutions confront the enrollment cliff, shifting demographics, and cultural skepticism, Phil Cook’s message couldn’t be more relevant:

Mission-driven enrollment isn’t a luxury—it’s a lifeline.

By staying clear about who we are, investing in real relationships, and equipping the people who tell our story, Christian colleges can continue to transform lives and shape eternity.

Let’s Talk About Your Strategy

At Caylor Solutions, we help colleges and universities align their marketing strategy with what makes them truly distinctive.

Not sure if your current marketing efforts are driving results—or where to focus next?

Our Marketing Audit & Recommendations service offers a clear path forward.

We conduct a thorough review of your marketing strategy, digital presence, and messaging across platforms to assess effectiveness and competitive positioning.

You’ll receive a detailed report of findings with actionable recommendations that can help sharpen your message, strengthen your brand, and ultimately boost enrollment.

Need something specific? We also offer custom audits tailored to your institution’s unique goals.

When clarity meets strategy, enrollment grows.

Let’s find out what’s working—and what’s next.

 

🎧 Listen to Episode 207 – Mission-Driven Enrollment Is the Future of Christian Higher Ed featuring Phil Cook

 

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Images via NACCAP