How to Use Salesforce Data For Targeted Retention Strategies

Student retention is a critical concern for educational institutions, directly impacting graduation rates, institutional reputation, and financial stability. Developing and implementing targeted retention strategies can help institutions identify at-risk students, intervene early, and provide the necessary support to keep students on track. Here’s how educational institutions can use Salesforce data to drive effective retention initiatives.

Centralizing Student Data for a Comprehensive View

The first step in developing targeted retention strategies is to centralize all relevant student data within Salesforce. This includes academic records, attendance data, engagement metrics, and even extracurricular participation. Salesforce Education Cloud allows institutions to consolidate this data into a single, comprehensive student profile.

• Custom Objects and Fields: Institutions can create custom objects and fields within Salesforce to capture specific data points, such as mid-term grades, advising notes, or financial aid status. This holistic view ensures that all relevant factors are considered when assessing a student’s risk of attrition.
• Integration with Other Systems: Use Salesforce APIs and integration tools to pull data from various sources, such as Learning Management Systems (LMS), Student Information Systems (SIS), and attendance tracking platforms. This integration ensures real-time updates and a complete picture of each student’s academic journey.

Identifying At-Risk Students with Predictive Analytics

Salesforce’s advanced analytics capabilities, particularly through tools like Einstein Analytics, allow institutions to identify students who may be at risk of leaving before completing their programs. By analyzing historical data and identifying patterns, institutions can predict which students are most likely to struggle and drop out.

• Predictive Models: Develop predictive models that analyze factors such as declining GPA, irregular attendance, lack of participation in extracurricular activities, and financial stress. For example, if a student’s GPA drops significantly in consecutive semesters, the model can flag this student as at risk, triggering an alert for academic advisors to intervene.
• Custom Dashboards: Create dashboards that provide real-time insights into student risk levels. These dashboards can display key metrics, such as the number of at-risk students, their academic progress, and the effectiveness of interventions. This visual representation makes it easier for staff to monitor and respond to potential issues.

Crafting Personalized Retention Plans

Once at-risk students are identified, Salesforce can be used to develop personalized retention plans tailored to each student’s specific needs. These plans should be designed to address the factors contributing to the student’s risk of attrition.

• Automated Workflows: Use Salesforce Flow to automate the creation and assignment of retention plans. For instance, if a student is flagged as at risk due to low attendance, a workflow can automatically schedule a meeting with an academic advisor and generate a follow-up task to check in after the meeting.
• Personalized Interventions: Salesforce enables institutions to tailor interventions based on individual student data. For example, a student struggling with time management may benefit from targeted workshops, while a student facing financial difficulties might be directed to financial aid counseling. These personalized approaches are more effective than generic, one-size-fits-all solutions.

Engaging Students with Targeted Communication

Effective communication is key to keeping students engaged and on track. Salesforce’s Marketing Cloud and Pardot offer powerful tools for crafting and delivering targeted communications to students.

• Segmented Campaigns: Use Salesforce to segment students based on risk factors, academic standing, or engagement levels. For instance, create a communication campaign specifically for first-year students who are struggling with the transition to college life. This campaign could include tips on time management, reminders about support services, and invitations to peer mentoring programs.
• Automated Outreach: Set up automated email or SMS campaigns to reach out to at-risk students. For example, if a student misses several classes in a row, Salesforce can automatically send a personalized message from their advisor, expressing concern and offering assistance. This timely outreach can make a significant difference in a student’s decision to stay enrolled.
• Feedback Loops: Implement feedback loops within Salesforce to track student responses to communications. This allows institutions to adjust their strategies based on what works best for different student segments.

Monitoring and Evaluating Retention Strategies

Ongoing monitoring and evaluation are crucial to the success of any retention strategy. Salesforce provides tools to track the effectiveness of interventions and make data-driven adjustments.

• Real-Time Reporting: Create reports that track the outcomes of retention efforts, such as improvements in GPA, increased attendance, or higher engagement in campus activities. These reports can be scheduled to run automatically, providing regular updates to stakeholders.
• A/B Testing: Use Salesforce to conduct A/B testing on different retention strategies. For example, test two different communication approaches to see which is more effective in encouraging students to attend tutoring sessions. The results can then be used to refine future interventions.
• Continuous Improvement: Leverage Salesforce’s analytics to identify trends over time. For example, if certain groups of students consistently show higher attrition rates, it may indicate a need for targeted programs or policy changes. Salesforce’s flexibility allows institutions to continuously refine their retention strategies based on these insights.

Orchid Connect is a woman-owned Salesforce implementation firm with 30 years of experience serving associations, non-profits and small/medium businesses. We specialize in strategic and implementation services, go-to-market support, and ongoing support. To learn more, reach us at reachout@orchidconnect.com.