The Myth of Proactive Outreach

Admissions teams love to call their outreach strategies "proactive." But let’s be honest—most of what we label as proactive is really just a rebranded version of reactive communication. Sending batch emails, following up on FAFSA submissions, or nudging students for a campus visit isn’t proactive. It’s what I call “pre-active” outreach: a process of preparing to react to student behaviors rather than driving meaningful engagement.

Where We Went Wrong: Over time, the pressure to increase applications and manage larger funnels pushed counselors into roles they were never meant to fill. Instead of focusing on relationship-building and personalized counseling, they’ve become mini-marketers—running their own search campaigns with mass emails, simple calls to action, and list segmentation.

This isn’t entirely their fault. The industry evolved this way. Counselors learned from marketing teams that success comes from volume—sending as many messages as possible and waiting for a response. But here’s the problem: this approach works in search campaigns and comm flows, not in counseling.

Pre-Active vs. Proactive Outreach:Let’s clarify the difference:

• Pre-Active Outreach:

  
  

  Sending emails to 500 students asking for FAFSA forms, hoping a few respond. This isn’t proactive—it’s mass communication disguised as personalization. It’s waiting for students to show interest before engaging.

• Proactive Outreach:

  
  

  Identifying swing students—those who are highly engaged but not yet committed, or those who’ve committed but are starting to disengage—and reaching out before they drift. It’s about understanding student behaviors, not just tracking checklist items.

Why This Matters: By shifting from pre-active to proactive outreach, counselors can return to the heart of their profession: counseling. They’ll have the bandwidth to genuinely connect with students, understand their needs, and support them through the enrollment process. This not only boosts enrollment outcomes for institutions but also improves job satisfaction for counselors who feel more aligned with their purpose.

The Bottom Line: It’s time to stop calling mass communication proactive. Let’s redefine what it means to engage students meaningfully—and ensure counselors aren’t just sending emails but building relationships that drive enrollment.