Case Study: College of William & Mary achieves streamlined admissions and a 50% increase in prospects with Salesforce for Nonprofits

College of William & Mary Uses Salesforce to Transform Admission

The College of William & Mary, a selective “Public Ivy,” faced a recruiting challenge: managing large volumes of prospective student data while competing for top-tier applicants. Legacy systems created duplicate records, limited automated uploads (only 50% of applications), isolated event management, and no suspect tracking, which hindered outreach and wasted staff time.

W&M implemented Salesforce with TargetX CRM and AppExchange partners (Informatica, FormAssembly, DemandTools) to capture real-time inquiries, automate data flows, and deduplicate records. Results include a 50% increase to 57,000 prospect records managed annually, a 96% drop in duplicate undergraduate applicant records in the SIS, streamlined athletic recruiting, and identification of 142,000 suspects (6,000 converted), freeing staff to focus on personalized, targeted engagement.

College of William & Mary

Betsy Dolan

Associate Dean and Director of Admission Information Systems