Case Study: Rivier University removes barriers and achieves a record 17% application increase with Element451

Rivier University Uses Element451 to Remove Barriers for Applicants

Rivier University, a small private Catholic university in Nashua, New Hampshire, faced strong regional competition and the sudden operational challenges of the COVID-19 era while trying to remove barriers for traditional and working-adult applicants. To modernize admissions and enable virtual, paperless processing, Rivier relied on the Element451 CRM (in use since August 2018) to support remote work, personalized outreach, and streamlined application workflows.

Using Element451, Rivier implemented paperless applications, accepted unofficial transcripts and went test-optional, and deployed targeted segmentation, automated counselor-branded emails, and multichannel outreach (email, text, phone) to keep prospects engaged and reduce summer melt. The Element451 CRM helped the team process more applications faster — applications increased 17% in 2021 (Rivier’s best year ever) and summer melt was lower than in previous years, while the university maintained campus visits and strong applicant engagement despite remote operations.

Rivier University

Valerie LeClair

Executive Director of Undergraduate and Graduate Admissions