Diversifying Enrollment Revenue: Strategies for Institutional Sustainability

Dr. John Haller is the vice president for enrollment management at Denison University as of September 2024. For 10 years, Haller served as the vice president of enrollment management and new student strategies at the University of Miami. During his time at Miami, he led the movement from a largely merit-based to a hybrid merit- and need-based financial aid strategy where 100% of financial need is met. Also, the institution realized a 80%+ increase in applications and a 50%+ increase in yield. The institution realized a decrease in student indebtedness and the highest freshman retention and six-year graduation rates in university history. Haller also served as the associate provost for enrollment management at Saint Joseph’s University and had experiences in student success at Drexel University, MBA admission at Vanderbilt University, and undergraduate admission at Denison University. 

Haller is an honors graduate in economics and statistics from the University of Michigan, received master’s degrees in business and higher education, and received his Ed.D. in higher education from the University of Pennsylvania. 

Ruth A. Johnston is the acting vice president of consulting for NACUBO and the founder and owner of RAJ Consulting, LLC. She most recently served as the system vice chancellor and chief operating officer at New Mexico State University (NMSU). Over her nearly four-year tenure, Johnston oversaw vital areas, including finance and business services, facilities and services, enterprise risk management and safety, human resource services, information and communication technologies, government and community relations, and marketing and communications. Prior to this, Johnston held the role of vice chancellor for planning and administration at the University of Washington (UW) Bothell. Notably, she led the development of a pioneering hybrid budget model based on responsibility-centered management principles. In 2008, she established UW's sustainability office and masterminded the development of UW's Climate Action Plan. Johnston's educational journey is marked by a doctorate in organizational development and higher education, a master's degree in human relations, and a bachelor's in counseling psychology/social sciences.