In recent years, CRM software has transitioned from a “nice to have” tool to an essential piece of technology. And, as we become more reliant on digital communication, the need for a reliable CRM for K-12 education will only continue to grow.

As a busy admissions and enrollment pro, you know keeping up with candidates and their families using manual processes is tedious and exhausting. From sending out carefully timed correspondences to tracking forms and materials, this seemingly incessant clerical work can consume a significant chunk of your workday (and your energy). Worse, it can detract from your ability to build genuine connections with potential students.

Not to mention the challenges associated with managing candidate files during the decision phase. Sometimes, despite your best efforts, critical information disappears from a folder’s journey from one department to the next, or a parent misses a form deadline — which can slow your timeline and frustrate everyone involved.

Now, imagine you have access to technology that automates many of these processes, allowing you to streamline admissions and enrollment, alleviate the weight on your shoulders, and free up time for crucial relationship-building efforts.

That’s precisely what a CRM can do — plus more.

But what, exactly, is a CRM? Which factors should you consider when comparing solutions? And how can you convince senior leadership teams to invest in one of these powerful tools?

Here’s a helpful overview.

What is a CRM?

A CRM (customer relationship management) platform is a type of software that helps organizations of all sizes across a vast array of industries manage their contacts, contact data, and contact communications. It’s useful for tracking correspondences and engagement, generating reports, and performing data analyses.

There are hundreds of CRM solutions on the market today, but only a fraction of those technologies serve the education vertical — and even fewer were explicitly built for K-12 admissions and enrollment purposes.

schooladmin crm

A powerful K-12 CRM can perform the following functions:

  • Contact/prospect management
    The admission and enrollment software will help you build out profiles for each prospective student and keep their data organized, safe, and easily accessible by approved parties.
  • Communication tools
    Many solutions give you the ability to send messages to students and their families directly from the software so you can track those correspondences within the students’ profiles. The best enrollment management tools also provide personalization functionality to enhance the candidate experience.
  • Reporting
    CRMs give you the power to run customizable reports so you can analyze whatever data you’d like, measure campaign performance, and identify areas of opportunity within your processes. In most cases, you can export data to easily share with other teams across your institution.

>> Offloading administrative tasks will help you focus more on the big picture and earn the respect you deserve. Here are a few more tips to help you gain a seat at the decision-making table.

CRMs for schools generally fall into one of two buckets:


This type of CRM serves a wide range of functions to help you achieve a spectrum of duties. Often, investing in this type of enrollment management software means you’ll only have to work with one vendor, all functions will be integrated, and, in some cases, it’s easier to roll out. But because these solutions focus more on the quantity of functions than industry-specific use cases, you’re often paying for components you’ll never use.

Best of Breed

This type of CRM is purpose-built to complete a handful of functions very well. Usually, they’re created for a particular niche, like a CRM for K-12 education, and provide a superior user experience customized to their markets’ specific needs. They usually also integrate with other popular industry tools.

>> Learn more about the differences between all-in-one and best of breed admissions and enrollment software.

Benefits of CRMs for Schools

The right CRM can help you save time and eliminate headaches by automating many tedious admissions and enrollment processes. Plus, it provides greater visibility into your efforts and keeps data centralized so everyone can stay on the same page.

After all, when all teams have access to the same information, it’s much easier to collaborate and make decisions.

benefits for schools

Here are a few specific benefits you’ll enjoy:

  • Streamline your efforts
    CRMs give you both high-level and granular views into your processes, and track communications with each individual candidate. This way, you can quickly pinpoint and resolve obstacles to alleviate bottlenecks in your operations.
  • Improve the candidate experience
    Instead of sending generalized emails that often fail to engage candidates, CRMs with customization tools allow you to tailor messages directly to prospective students and their families. And you can codify your efforts with customizable workflows to ensure contacts are receiving exactly the right message at whichever point in the process makes the most sense.
  • Keep the process moving
    Enrollment professionals know all-too-well how challenging it can be to keep applications on track and moving forward. By scheduling automatic touch points and reminders, you can prevent stalls and identify whether candidates’ parents have questions/concerns you need to address.
  • Power personalization
    Personalization works — mainly because most people want and expect it. A whopping 88 percent of marketers say targeted personalization helped them generate a measurable lift in business results, according to data from evergage. Once you’ve gathered and compiled data within your CRM, you can use that information to create highly personalized messages and continue to optimize your communications around contacts’ behaviors.
  • Eliminate messy data
    Gone are the days of file cabinets, sorting through paper forms, and manually trying to keep everything in order. A CRM will help you clean and organize records for easier access and fewer headaches.

>> Discover all the benefits of a reliable school CRM. Plus, find out exactly why adopting an enrollment management platform is the best strategy for your school.

How Do You Know It’s Time to Switch Admission and Enrollment Software?

Even if you recognize what a CRM can do for you, it can still be challenging to justify the money and time investments associated with any software implementation. And if you’ve already purchased technology to help manage your contacts, you may feel stuck — even if it’s not yielding the results you expected.

But while choosing, purchasing, and spinning up a new CRM requires you to allocate valuable resources, the benefits often far outweigh the initial cost.

Here are a few signals it’s time to invest:

  • Your current solution is too complicated
    Whether you’re using a technology-based solution or more traditional methods to handle your admissions and enrollment efforts, anything adding an unnecessary layer of complexity to your processes is siphoning your resources. Your enrollment management solution should make you and your team more efficient, not slow you down.
  • You still employ people to handle data entry
    Manual data entry is a burden admission and enrollment professionals have born for time immemorial. But, thanks to advancements in technology, those days are long past. Just imagine how much faster and more productive you and your team would be if you didn’t have to dedicate employees to data entry duties.
  • You have no centralized communication system
    In many schools, communications happen across multiple channels and platforms — from “snail mail” and in-person chats to phone calls and email. With no easy way to record these correspondences, you never know who has been in touch last, or when. CRMs tracks all this activity so everyone on your team can see, preventing duplicate efforts and ensuring no one slips through the cracks.
  • You can’t run a report without help from IT
    What do you do when you need to analyze a specific data set? If you have to continually ask for help from your IT team just to run reports, you don’t have the right software. A CRM should be so user-friendly, you and your team can manage it alone — and your provider should offer their own support for moments when you need extra assistance.

    decision day

  • You’re still using paper files to track admissions/enrollment documents
    Paper can be lost or damaged, and files can be misplaced — plus, they’re a pain to organize. A CRM will help modernize your processes and ensure you can access the data you need, even if you’re miles away from the file room.

>> Those are just a few examples. Here are several more reasons your admission and enrollment software is holding you back.

8 Things to Consider When Choosing a School CRM

Whether you’re on the market for CRMs for the first time, or you’re looking to replace an ineffective solution, there are a few things to pay close attention to. While most systems offer the same core functions, not every school CRM is equal. For example, some school admission software allows for more customization than others. Likewise, some enrollment management platforms offer free customer support, while others require additional payment.

school crm

To ensure you’re choosing the right CRM, consider the following when comparing options:

  1. Testimonials/case studies
    Review the provider’s website for customer success stories or quotes from satisfied users. If you can’t find any, be sure to ask. And, if possible, look for testimonials from other admissions and enrollment professionals who share your same needs and challenges.
  2. Ability to customize
    First, identify which solutions offer customization functionality. Then, determine what, exactly, you’re able to customize. A powerful school CRM not only allows you to customize email messages, but also entire workflows, forms, scoring criteria, the look and feel of the candidate portal, and more.
  3. User experience
    The more straightforward and intuitive the software, the better chance you have of using it to the fullest. Just because a tool is robust doesn’t mean it has to be complicated to use. Ask yourself, “Will the least tech-savvy person on my team still be able to use this?” If not, it may not be the right choice.
  4. Communication personalization features
    Does the admission and enrollment software allow you to personalize your communication efforts? Furthermore, does it automate personalization using the data you’ve entered into the system? Some solutions will claim they offer personalization, but be sure they clarify how much of that process is manual.
  5. Integrations
    It’s essential any technology you invest in integrates with other tools you’re already using, like your school information system (SIS), fundraising tools, payment software, and more. Easy integrations are just one benefit of working with SchoolAdmin. Learn five more here.
  6. Reporting capabilities
    Most CRMs offer at least basic reporting functionality, though some tools are better than others. Even if you’re not accustomed to pulling in-depth reports or comparing data, it’s a good idea to choose admission and enrollment software that offers those features. Having this information will help you make better-calculated decisions and communicate success to senior leadership.
  7. Implementation/training
    Make sure you work with a provider who can support you throughout the implementation process and offers an educational component to help you get the most from your technology investment.
  8. Customer support
    Last, but certainly not least, take time to evaluate a provider’s customer support. Identify whether there are any additional fees for support requests, and how easily you’ll be able to get in touch with someone when you need them. The last thing you want is to invest a significant chunk of your budget in a powerful software, then have to shell out extra money each time you need assistance using it.

>> Looking for more help comparing solutions? Here are ten questions to ask when comparing admissions and enrollment management software.

How to Convince Leadership to Invest in a School CRM

Often, the final frontier, when it comes to choosing a CRM, is convincing your senior leadership team it’s worth the budget.

buy in for enrollment management software

Here are three things to focus on when making your case:

  • ROI
    When the C-suite is deciding whether or not to make a purchase, the first question they ask is, “How much does it cost?” which is usually followed by “Will the benefits justify the cost?” By demonstrating how a CRM can yield a positive ROI, you’ll have a better chance of earning their buy-in.
  • Efficiency
    Few leadership teams would be opposed to investing in something that helps their staff work more efficiently and effectively. Break down how investing in this technology will help you boost your department’s output without increasing its headcount.
  • Cross-departmental collaboration
    Showing top decision-makers how helping one department be more effective is useful, but illustrating how an investment can benefit all departments is much more powerful. A great CRM will help your organization break down silos, collaborate, and share information faster and easier than ever — which is music to any leader’s ears.

>>Looking for more help preparing your speaking points? Learn more here.


Admission and enrollment teams are the lifeblood of any institution, and your efforts literally keep students coming in the doors. But the burden on your shoulders is growing heavier as candidates and parents begin to expect constant, highly tailored communication and a digital-friendly experience.

By investing in a CRM (and especially one designed for K-12 education), you can ease your burden and streamline your candidates’ journeys, too.

Discover how SchoolAdmin’s admission and enrollment management system can solve your greatest challenges. Book a free demo today!

  • Topics:
  • admission software
  • CRM
  • school CRM