Case Study: Taylor University achieves record enrollment and 90% retention with Salesforce for Nonprofits

Taylor University Uses Salesforce Einstein Analytics to Land Biggest-Ever Enrollment Class

Taylor University, a Christian liberal arts college founded in 1846 with about 2,200 students, faced the challenge of making recruiting more student-centric (shifting from a geography-based to an academic model), deploying financial aid strategically to balance enrollment and revenue, and proactively retaining students. Integrating financial aid data into its systems was also critical so admissions could move from process-oriented work to strategic, data-driven decision making.

By using Salesforce as a single platform—Sales Cloud, Community Cloud, Pardot, and Einstein Analytics with integrated PowerFAIDS data—Taylor turned analytics into actionable insight. Admissions gained predictive probability numbers for financial aid decisions, the inquiry pool grew from roughly 10,000 to over 60,000, the Fall 2018 class was the largest ever, retention remains about 90%, and analytics have expanded into student services and coursework to support a proactive, “sales-minded” approach to recruiting and student success.

Taylor University

Nathan Baker

Director of Recruitment and Analytics