Mission-Fit Messaging: Doubling Down on Mission Is Growing Enrollment

I’ll be honest—mission-fit messaging can feel risky, especially for marketers trying to grow brand awareness.

Faith-based institutions across the country are facing significant headwinds—from shifting demographics to tightening budgets to cultural pressures that push against their identity.

But some Christian colleges are not only surviving—they’re thriving.

What’s the difference?

According to Dr. David Hoag, newly appointed President of the Council for Christian Colleges & Universities (CCCU), it comes down to courageous, mission-fit messaging.

In Episode 208 of The Higher Ed Marketer podcast, Dr. Hoag joins us to explore how clarity of purpose, courageous leadership, and a bold embrace of faith identity are propelling Christian institutions forward.

As Dr. Hoag puts it, “Schools that are doubling down on Jesus, doubling down on their Christian mission—they’re doing really well.”

Let’s dive into why that strategy works, how Christian institutions can apply it, and what’s next for faith-based higher education.

Clarity Over Compromise: Why Families Are Responding to Bold Messaging

The conversation opens with a clear theme: clarity beats compromise.

In a culture that’s increasingly divided and complex, families are gravitating toward institutions that know who they are and aren’t afraid to say it.

“When institutions talk about who they are, if they’re not clear about their mission, it’s kind of like lukewarm. And we know what the Bible says about being lukewarm.

Families are looking to make one of the most important investments they’ll ever make for their children—and they want clear messages.”

Christian colleges that unapologetically articulate their Christ-centered mission are offering more than just a degree—they’re offering values, community, and formation.

And that’s exactly what today’s parents and students are seeking.

The Courage to Lead: Why Mission-Fit Messaging Starts with Leadership

Throughout the episode, Dr. Hoag underscores that mission-fit messaging isn’t just about external communication—it’s also an internal leadership posture.

“Courageous leadership is key. We don’t want to keep doing things the way we’ve done them for 50 years. 

Institutions need to be innovative, collaborative, and brave enough to do things differently.”

One of the most strategic areas of leadership?

The boardroom.

Dr. Hoag stresses that strong board governance is a make-or-break factor.

Boards must hire presidents aligned with the institution’s mission and hold leadership accountable when warning signs emerge—declining enrollment, missed budgets, or disjointed vision.

When leadership is aligned around a clear mission, it unlocks everything from strategic partnerships to healthier budgets to campus culture.

Collaboration and Innovation: A Smarter Path to Sustainability

Dr. Hoag doesn’t stop at encouragement—he offers a roadmap: Smart collaboration among like-minded institutions.

“What if denominational schools pooled resources? 

What if four schools with a total of 5,000 students shared a CFO, a financial aid system, or a learning management system? That could save thousands and create operational margin.”

In a season when financial strain is prompting many institutions to consider mergers or closures, these types of partnerships offer an alternative: sustainability without compromise.

Hoag is calling Christian institutions to find smarter ways to support their mission, whether through AI-driven tools, shared services, or strategic alliances that protect identity while boosting effectiveness.

Refuting the Myths: Christian Colleges Are Affordable

Affordability is a recurring concern for families—and a persistent misconception about private Christian colleges.

Dr. Hoag came prepared with the data to challenge that narrative.

“Do you know what the average tuition is across our 150 member schools? $30,400.

And the average discount rate? 52%.”

In other words, faith-based institutions are often far more accessible than people think.

Yet the perception problem remains.

On this, Dr. Hoag and I are in complete agreement. 

As higher ed marketers, we need to get the message out that Christian higher education is an affordable option.

Students Are Choosing Formation Over Protest

When asked about today’s students, Dr. Hoag lights up.

After visiting 30 campuses since stepping into his CCCU role, he’s more optimistic than ever.

“I’m seeing God at work. Students aren’t protesting on our campuses. They’re getting excited for Jesus.

They’re gathering for baptisms, revivals, and chapel. They’re hungry for truth and community.”

He points to this contrast as a competitive advantage for Christian schools.

While media coverage often focuses on unrest and division on campuses, many faith-based institutions are offering peace, purpose, and a clear spiritual compass.

That’s the kind of environment families want—and it’s exactly what CCCU schools are delivering.

Advocacy That Supports the Mission

CCCU isn’t just offering encouragement—it’s actively advocating for Christian higher ed at the national level.

Dr. Hoag outlines three key priorities for his presidency: 

1. Strengthening membership, 
2. Equipping faculty for faith integration, and 
3. Influencing legislation that impacts access and affordability.

One of the biggest current threats?

Massive changes in federal loan programs and risk-sharing policies that could disproportionately affect private faith-based institutions.

“We need to tell our stories to lawmakers. There’s so much confusion. And some of these changes could be devastating to our sector.”

Whether it’s explaining the value of a school’s community outreach or showing how proposed reforms would penalize mission-driven graduate programs, CCCU is leading the charge to ensure Christian colleges can continue serving well.

Your Institution’s Mission Is Your Message

This episode is a clear call to action: if you’re a Christian college leader or marketer, now is the time to double down on who you are.

The schools that are growing in 2025 aren’t hiding their faith—they’re leading with it.

Families are looking for safety, values, clarity, and community.

Students are looking for purpose.

Institutions that can articulate that with confidence—and align every area of their operation with it—will thrive.

As Dr. Hoag puts it: “It’s not sustainable unless you find some other ways to really do the job right.”

That includes innovation, partnerships, advocacy, and above all—mission-fit messaging.

How Caylor Solutions Can Help

At Caylor Solutions, we believe that your mission is your most powerful marketing asset.

We help Christian colleges and universities craft enrollment strategies, brand messaging, and digital campaigns that resonate deeply with mission-fit students and families.

If you’re ready to lean into your institution’s unique identity—and see real enrollment results—we’d love to talk.

Let’s build something powerful together.

🎧 For even more insights from Dr. David Hoag, listen to the full episode – “Affordable Faith: Rethinking the Cost and Impact of Christian Higher Ed” – on The Higher Ed Marketer podcast.

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Featured image via warner.edu