Case Study: George Mason University achieves higher student retention and completion with Salesforce for Nonprofits

George Mason University Drives Student Completion and Retention

George Mason University’s School of Management, the largest public four‑year university in Virginia, faced the dual challenge of rapid growth and shrinking resources while trying to boost retention and completion—aiming to graduate 100,000 more students over the next decade. Its diverse student body (many transfers, first‑generation students, veterans and working adults) strained a small advising staff, causing inconsistent support, “advisor shopping,” and difficulty ensuring at‑risk students received timely help.

The school implemented Salesforce Platform with Web‑to‑Case and a team advising model so students log appointments and create cases that sit in a shared queue; any advisor can view a student’s full history, add notes, and use reports to route students to the right resources. The change made advising more efficient and consistent, reduced advisor shopping, and raised the percentage of at‑risk students who attend advising from about two‑thirds to roughly 90 percent.

George Mason University

Jim Gilbert

Assistant Dean