Meeting the Moment

Leading a Movement

Meeting the Moment

Leading a Movement

Our Mission

Empowering college admission counseling professionals through education, advocacy, and community.

Our Vision

The transformative power of postsecondary education is accessible to all.

NACAC CEO Angel B. Pérez

Purpose-Driven Change

In 1947 at NACAC’s national conference, A.J. Brumbaugh of the University of Chicago spoke about the important role admission officers and counselors play in deciding the educational fate of young people. NACAC was in its infancy, he noted, but he said through collective action it could make a difference in expanding access to higher education.

That commitment to access is not just a common theme in NACAC’s rich history; it is our why. Amid today’s complex higher education landscape, it has propelled a transformation of our organization and focused us as never before on the work of meeting the moment and creating the future we envision. Today we are leading a global college access movement, and we are singularly positioned to do so.

The change in NACAC has been rapid, sweeping, and strategic. The roadmap for this mission-focused evolution was created by the 2020 report of the Ad Hoc Committee on Leadership in College Admission. That committee, which I had the privilege of chairing before joining NACAC as its CEO, sought to answer this central question:

What does the future of accessible, inclusive, equitable, and affordable postsecondary education look like, and what does NACAC need to change to make that a reality?

The committee engaged NACAC membership broadly, and those member voices were resounding in the resulting report. It recommended that NACAC revisit and clarify its mission and vision to ensure relevancy (we did). And it put us on a path emphasizing transparency; diversity, equity, and inclusion; and NACAC’s position as the go-to, trusted knowledge source (done, with more to come). We have evolved our research agenda and forged innovative new partnerships to advance the profession and college access.

I am grateful for the partnership of my committee colleagues, including UCLA’s Ffiona Rees, who summed up our work this way: “The conversation in 2020 was a combination of what was wanted for the association and, more importantly, what was wanted for the profession… and a recognition that NACAC serves a role that does not exist otherwise.”

The report that follows here aims to inspire as it reflects on how far we’ve come since 2020. There has been much progress, guided by a clear purpose and a steadfast belief in the difference we can make.

My thanks to all who are with us on this journey — all 28,000+ members, and the many supporters and partners who see our strategic vision and believe in it as strongly as we do. It’s incredible what can happen when our members and supporters unite toward a clear vision — that a postsecondary education is accessible to all.

Onward!

Angel Perez Signature

Angel B. Pérez
NACAC CEO

NACAC CEO Angel B. Pérez

Purpose-Driven Change

In 1947 at NACAC’s national conference, A.J. Brumbaugh of the University of Chicago spoke about the important role admission officers and counselors play in deciding the educational fate of young people. NACAC was in its infancy, he noted, but he said through collective action it could make a difference in expanding access to higher education.

That commitment to access is not just a common theme in NACAC’s rich history; it is our why. Amid today’s complex higher education landscape, it has propelled a transformation of our organization and focused us as never before on the work of meeting the moment and creating the future we envision. Today we are leading a global college access movement, and we are singularly positioned to do so.

The change in NACAC has been rapid, sweeping, and strategic. The roadmap for this mission-focused evolution was created by the 2020 report of the Ad Hoc Committee on Leadership in College Admission. That committee, which I had the privilege of chairing before joining NACAC as its CEO, sought to answer this central question:

What does the future of accessible, inclusive, equitable, and affordable postsecondary education look like, and what does NACAC need to change to make that a reality?

The committee engaged NACAC membership broadly, and those member voices were resounding in the resulting report. It recommended that NACAC revisit and clarify its mission and vision to ensure relevancy (we did). And it put us on a path emphasizing transparency; diversity, equity, and inclusion; and NACAC’s position as the go-to, trusted knowledge source (done, with more to come). We have evolved our research agenda and forged innovative new partnerships to advance the profession and college access.

I am grateful for the partnership of my committee colleagues, including UCLA’s Ffiona Rees, who summed up our work this way: “The conversation in 2020 was a combination of what was wanted for the association and, more importantly, what was wanted for the profession… and a recognition that NACAC serves a role that does not exist otherwise.”

The report that follows here aims to inspire as it reflects on how far we’ve come since 2020. There has been much progress, guided by a clear purpose and a steadfast belief in the difference we can make.

My thanks to all who are with us on this journey — all 28,000+ members, and the many supporters and partners who see our strategic vision and believe in it as strongly as we do. It’s incredible what can happen when our members and supporters unite toward a clear vision — that a postsecondary education is accessible to all.

Onward!

Angel Perez Signature

Angel B. Pérez
NACAC CEO

Strategic Transformation,
Steadfast Focus

With a clarified mission and vision, we have strengthened from within while positioning NACAC centrally within the profession and higher education, in service of equity-focused college admission.

Strategic Transformation,
Steadfast Focus

With a clarified mission and vision, we have strengthened from within while positioning NACAC centrally within the profession and higher education, in service of equity-focused college admission.

Strategic Internal Investment

NACAC has evaluated its systems, overhauled operations, and implemented best practices across the organization. Some highlights:

  • Developed a diverse, expert leadership team
  • Implemented a new budgeting process and financial reporting system
  • Invested in communications and marketing, including the development of a new brand identity
  • Invested in technology, including a new website platform and online member community

“What I’ve noticed over the last few years is that there’s more transparency from the organization with members, and that more voices are included. It has created more of a sense of belonging.”

Candice Mackey
College Counselor, Los Angeles Center for Enriched Studies
Co-Chair, NACAC Public School Counselor Special Interest Group

NACAC staff preparing to kick off NACAC Conference 2023

Redesigned, Strengthened Governance

By engaging and listening to our members, NACAC modernized its governance structure and worked to increase transparency and build trust, enabling greater participation, an enhanced membership experience, and a sustained focus on mission-oriented work. Among the changes:

  • Clarified governance responsibility of the Board of Directors
  • Simplified committee structure
  • Empowered all eligible members with voting rights; retired the Assembly and delegate model
  • Changed requirements for board service to increase diversity, bring external expertise, and expand eligibility among membership
  • Reimagined NACAC’s relationship with its 23 affiliates
  • Created ad hoc committees with strategic issues focus

2023-2024 NACAC Board of Directors, from left to right: Nolvia Delgado, Kasey Urquídez, Donnell Wiggins, Vern Granger, Joseph Montgomery, Angelica Melendez, Jeremy Branch, Angel B. Pérez, Myronee Simpson, Phil Moreno, Edward Pickett III, Chris Loo, Catie Taylor, and Tahirah Crawford.

Philanthropic Support, New and Expanded Partnerships

Visionary philanthropy is supporting NACAC’s leadership and research in advancing equity and access to postsecondary education. New partnerships, sponsorships, and revenue sources are helping to sustain and grow the association’s impact and provide students and families with greater support and guidance in the college-going process. Recent successes include:

  • More than $2.5 million in grants and philanthropy, including from Lumina Foundation, Kresge Foundation, Strada Education Foundation, Stuart Foundation, and the Bill & Melinda Gates Foundation.
  • Collaborations with Coppin State University, Georgia Institute of Technology, the International Career and College Counseling (IC3) Movement, New York University, Northeastern University, Sunrise International, College Guidance Network, EAB, Salesforce, and others to expand programming.
  • Advocacy partnerships and coalitions, including with the National Association of Student Financial Aid Administrators (NASFAA), EducationCounsel, and the Committee for Education Funding.

Thanks to Our Supporting Foundations

Thanks to Our Supporting Foundations

Meeting the Moment

Guided by its purpose, NACAC has reinvented itself. NACAC has strengthened its role as the center of the college admission counseling community and source of professional development and guiding values. It has grown and evolved to become the trusted voice of the profession, a leading advocate for educational equity and access, a vital resource for students and families, and a champion for the transformative power of postsecondary education.

Meeting the Moment

Guided by its purpose, NACAC has reinvented itself. NACAC has strengthened its role as the center of the college admission counseling community and source of professional development and guiding values. It has grown and evolved to become the trusted voice of the profession, a leading advocate for educational equity and access, a vital resource for students and families, and a champion for the transformative power of postsecondary education.

Meeting the moment

Community

NACAC’s membership has nearly doubled since 2020, now more than 28,000 strong, and it has become more global and diverse in every way. To support that growth, we have provided greater opportunities for members to engage with the association and its work, better ways to connect with each other, and richer signature experiences.

Membership Growth, 2020-2024

“NACAC has become more assertive in its role in the space, and more proactive rather than reactive in thinking about the challenges ahead. NACAC is a great thought partner for the work that I do.”

Nicholas Watson
College Access and Success Lead
Bloomberg Philanthropies

Membership Growth and Diversity

To expand access to NACAC membership to include college admission counseling professionals at all levels of their careers, we created the option for organizational membership and improved the membership application process. This contributed significantly to NACAC’s remarkable membership growth, which has enriched our community and extended it globally across public and private institutions, a variety of organization types, and professional roles.

NACAC’s more than 28,000 members represent:

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US States and the District of Columbia
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Countries
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Secondary Institutions
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Postsecondary Institutions
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Corporate / For-Profit Institutions
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College Access / Community-Based Organizations
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Nonprofit Organizations

NACAC’s more than 28,000 members represent:

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US States and the District of Columbia
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Countries
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Secondary Institutions
0
Postsecondary Institutions
0
Corporate / For-Profit Institutions
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College Access / Community-Based Organizations
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Nonprofit Organizations

Community Connections

With the launch of NACAC Engage in 2023, members now have a robust digital platform to connect, share information, and find other professionals with common interests, questions, and goals. Our social media channels are rich with engagement, and our communications vehicles, including Today in College Admission, The Journal of College Admission, and The Bulletin, have been updated with sophisticated design and content that is more pertinent to our members.

Member Engagement

Voting rights for all eligible members, new affiliate and special interest group initiatives, and committee service opportunities are some of the ways our members are connecting with each other and with NACAC like never before.

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Affliliate Associations
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Special Interest Groups
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Members of the Affiliates Presidents Council
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Members served on committees since 2021
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Followers across all social media platforms
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Members on NACAC Engage

The NACAC Membership Experience team was honored with a 2024 Gold Circle Award in the membership acquisition / recruitment category during an American Society of Association Executives (ASAE) conference.

“There has been a large transformation between the affiliates and NACAC. Communication and transparency are key to a successful relationship, and I appreciate the higher level of information provided. It is helpful knowing that if we have questions about programs, processes, or issues, there is a team of NACAC staff willing to meet and provide guidance.”

Catie Taylor
Senior Associate Director of Admission
University of Evansville
2023-2024 NACAC Affiliate Presidents Council Coordinator

Signature Experience: Annual Conference

Like the biggest family reunion you’ll ever see, NACAC’s annual conference is a can’t-miss experience. In a new location each year, the conference features engaging, relevant programming, a diversity of member voices, prominent thought leaders in discussions of global significance, and an Access College Fair to highlight community-based organizations. NACAC’s equity-based approach to conference registration pricing is making the event more accessible and affordable overall, and the new Local Counselor Conference Experience provides complimentary registration for public school counselors and community-based organizations in each conference location.

Signature Experience: Annual Conference

Like the biggest family reunion you’ll ever see, NACAC’s annual conference is a can’t-miss experience. In a new location each year, the conference features engaging, relevant programming, a diversity of member voices, prominent thought leaders in discussions of global significance, and an Access College Fair to highlight community-based organizations. NACAC’s equity-based approach to conference registration pricing is making the event more accessible and affordable overall, and the new Local Counselor Conference Experience provides complimentary registration for public school counselors and community-based organizations in each conference location.

Meeting the moment

Professional Growth

NACAC has long been a source for professional development for college counselors and admission officers. Today, in the context of fast-paced change and complex challenges within the postsecondary education landscape, our members need a more intentional path to growth. NACAC is answering the call and asserting a new role: a professional home supporting growth throughout one’s career.

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Participants in NACAC courses and webinars in 2023

Professional Certificate Programs

College Admission For Emerging Leaders
Data-informed territory management
Coordinating A Dynamic Postsecondary School Counseling Program

Webinars

NACAC webinars allow professionals to connect with colleagues and learn from experts. Members receive complimentary access.

On-Demand Learning

NACAC offers a growing catalog of on-demand learning opportunities.

Fundamentals of College Admission Counseling

NACAC published a completely revised sixth edition of Fundamentals of College Admission Counseling in 2024. This textbook provides school counseling and admission practitioners with essential knowledge and skills to support students and their families in postsecondary planning and college enrollment.

Fundamentals of College Admission Counseling

NACAC published a completely revised sixth edition of Fundamentals of College Admission Counseling in 2024. This textbook provides school counseling and admission practitioners with essential knowledge and skills to support students and their families in postsecondary planning and college enrollment.

“We want to be a lifelong learning partner for our members… the place you go to grow.”

David Hawkins
NACAC Chief Education and Policy Officer

Meeting the moment

Advocacy

More than ever, NACAC is speaking out and taking a stand. We are advocating for our members, for the profession, for students and families, and for postsecondary education. We aim to lead the way, to push for policy change and funding for education and college counseling, and to support the lifechanging work that is the everyday for our members.

“NACAC is playing a very important role in the advocacy space. They’re taking a stand, saying, ‘This is our agenda,’ being unapologetic about it, and always mission centered.”

Mark Steinlage, Jr.
Vice President for Enrollment Management
Rockhurst University

A Focus on Student- and Equity-Centered Admission

NACAC’s groundbreaking 2022 report, Toward a More Equitable Future for Postsecondary Access, developed in partnership with NASFAA and funded by Lumina Foundation, grew out of NACAC’s Commission on Redesigning College Admission and Financial Aid Through a Racial Equity Lens. We followed up with a report examining the DEI landscape in the profession and the inaugural Elevate Equity gathering in 2023, which brought together enrollment professionals, college presidents, and board leaders to align admission practices with institutional equity goals.

Promoting Change

In letters to elected officials and federal administrators, written testimony, op-eds, and interviews, NACAC leaders and members have advocated vigorously for increased education funding, college cost transparency, and greater support for those navigating the rollout of a new FAFSA in 2023-2024.

Source: hechingerreport.org

“In recent years, NACAC has emerged as a strong and compelling chief advocate for the admission and counseling profession as a whole. Being able to successfully amplify the voices of colleagues from around the country and world has never been more important.”

Jeremiah Quinlan
Dean of Undergraduate Admissions and Financial Aid
Yale University

Promoting Change

In letters to elected officials and federal administrators, written testimony, op-eds, and interviews, NACAC leaders and members have advocated vigorously for increased education funding, college cost transparency, and greater support for those navigating the rollout of a new FAFSA in 2023-2024.

Source: hechingerreport.org

“In recent years, NACAC has emerged as a strong and compelling chief advocate for the admission and counseling profession as a whole. Being able to successfully amplify the voices of colleagues from around the country and world has never been more important.”

Jeremiah Quinlan
Dean of Undergraduate Admissions and Financial Aid
Yale University

Stronger Together

NACAC has joined the Title IV-A Coalition to push for federal funding for college and career counseling, college preparatory courses, and more, and the Committee for Education Funding to advocate broadly for federal education funding. We partnered with EducationCounsel to develop strategies and tools for professionals in the wake of the U.S. Supreme Court decision on race-conscious admission, and with Just Equations to publish research findings on math equity in college admission.

In 2022, NACAC and NASFAA officials advocated for greater investment in higher education in testimony before the Pennsylvania Department of Education.

Source: Los Angeles Times

Source: Philadelphia Inquirer

Meeting the moment

Guiding Values and Ethics

Out of the turmoil of a U.S. Department of Justice Antitrust Division investigation, NACAC has become stronger as a clear voice and bright beacon of values-based leadership for this vital profession. Our work is more relevant today than ever, particularly centered on our core values: education, access and equity, professionalism, collegiality, collaboration, trust, and social responsibility.

During the State of the Association presentation at NACAC Conference 2023, CEO Angel B. Pérez introduced the concept for a center for reimagining college access.

Collaboration and Trust

NACAC’s reconstructed Guide to Ethical Practice in College Admission, along with extensive educational offerings, are the mechanisms by which NACAC operationalizes its values and assembles a community of practice dedicated to ethical and responsible college admission counseling.

Collaboration and Trust

NACAC’s reconstructed Guide to Ethical Practice in College Admission, along with extensive educational offerings, are the mechanisms by which NACAC operationalizes its values and assembles a community of practice dedicated to ethical and responsible college admission counseling.

“There have been such major challenges in recent years, with the pandemic, the SCOTUS decision, and now the FAFSA crisis. What’s been really pleasing to see is NACAC has been a voice of reason and a leader, and they’ve been looked to as the experts to turn to in managing all of these crises and issues.”

Todd Rinehart
Vice Chancellor for Enrollment
University of Denver
NACAC Past President

Education

Education serves and is served by all other NACAC values. NACAC has called for a recommitment to higher education as a public good, created its first-ever certificate programs, and utilized its platform to educate the media, policymakers, and the public about college admission at critical moments. NACAC has issued reports focused on the centrality of students’ interests to education policy and practice.

Guiding the Way to Inclusion

In 2024, NACAC hosted the 45th annual Guiding the Way to Inclusion (GWI) conference with the largest in-person attendance ever of more than 500 attendees. This annual event brings together college admission counseling professionals committed to championing the needs of diverse students. Small-group sessions, mentorship, and networking opportunities provide avenues for personal and professional growth.

Meeting the moment

Trusted Voice

The 2020 report of the Ad Hoc Committee on Leadership in College Admission was clear: NACAC should be a thought leader in admission and higher education broadly. Today, NACAC and its leaders and members are go-to, trusted sources for the media on all issues related to college admission and a wide array of broader educational issues and questions. With its incredible reach and diversity, NACAC speaks for a powerful and influential community and, in doing so, represents the fullness of postsecondary education and the admission counseling profession.

Growth in US and International Media Mentions

Source: Cision

Source: Higher Ed Dive

Source: New America

Source: Washington Post

Source: New York Times

“It wasn’t accidental. It was strategic.”

Todd Rinehart
Vice Chancellor for Enrollment
University of Denver
NACAC Past President

“It’s good to see us being change agents in the profession and a leading voice in the broader public.”

Warren Quirett
Associate Director of College Counseling, Episcopal High School
Co-Leader, NACAC Black & African
Diaspora Special Interest Group

Source: PBS News Weekend

Source: The Chronicle of Higher Education

Meeting the moment

Student-College Connector

As it serves the profession, NACAC also serves students and families in their college journeys. NACAC’s college fairs support students in new, enhanced ways. Online resources offer students and families guides to the admission process, advice, and the up-to-date information they need.

Click to enlarge

College Fairs

We’ve gone global! A college fair in London in 2023 introduced Global Universities Fairs, an expansion of our global engagement initiative. A second London fair in 2024, as well as one in Shanghai, will continue to extend our engagement with students and educational institutions worldwide. In 2023, our in-person and virtual college fairs served nearly 110,000 students from more than 10,000 high schools. We are poised to host more than 50 in-person and virtual college fairs in 2024.

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Students served in 2023
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High schools represented
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Nearly 1,500 colleges and universities represented

“Attending NACAC National College Fairs is a fantastic opportunity for students and families to explore a wide range of colleges all in one place. This personal interaction can make the college search process less overwhelming and expose students to colleges they might not have considered otherwise. We believe in college fairs so much that we budget to bus our entire junior class to the national college fair in our town every fall.”

Cathy McMeekan
College Counselor
Gonzaga Preparatory School
Chairperson of NACAC National College Fair – Spokane

New Initiatives for Students

In partnership with Civic Nation’s ALL IN, we piloted nonpartisan voter registration drives for students at the NACAC college fair in Portland and have since expanded it to fairs in Atlanta, Providence, Syracuse, and Grand Rapids, registering more than 200 new voters in this first-ever effort.

Also new — and part of the ongoing effort to elevate student experiences at college fairs — is the College Matchmaking service that provides students who opt-in with a list of potential best-fit matches ahead of a college fair, based on students’ identified preferences. The service helps improve the college search process for both students and colleges.

Online Resources, Advice, and Support

Our offerings for students and families are more robust than ever, with an updated, downloadable Guide to the College Admission Process, a navigable journey of the process filled with resources, including a campus visit checklist, tips for adults returning to college, advice on writing a college essay, and information on financial aid and how to pay for college.

College Openings Update

Every spring, NACAC publishes a directory of colleges that are still accepting applications beyond the traditional commitment dates for the fall semester. One of the most active resources on our website, the College Openings Update has long provided students and counselors increased college options to explore.

Creating the Future

Our success in meeting the moment — to meet the needs of members, of the profession, of postsecondary education, and of students and families during a time of rapid change and complexity — has propelled NACAC’s vision of creating a future in which quality higher education is accessible for all. NACAC is uniquely positioned to lead. Our work over the past several years will allow us to shift from imagining to implementing, from ideas to action. NACAC is now a sought-after partner in innovation and research, with unparalleled reach and influence and a demonstrated commitment to equity and access.

Creating the Future

Our success in meeting the moment — to meet the needs of members, of the profession, of postsecondary education, and of students and families during a time of rapid change and complexity — has propelled NACAC’s vision of creating a future in which quality higher education is accessible for all. NACAC is uniquely positioned to lead. Our work over the past several years will allow us to shift from imagining to implementing, from ideas to action. NACAC is now a sought-after partner in innovation and research, with unparalleled reach and influence and a demonstrated commitment to equity and access.

Onward – A Global College Access Movement

This is the future we envision: NACAC, through its position of influence, its partnerships, and its powerful community of advocates and experts, leads a transformation of college admission for the benefit of students, institutions, and society. It is a future in which the profession is sustained and its members are lifted, and one in which higher education is valued as a public good. We are well on our way to this future, and NACAC’s focus on several strategic areas will ensure we reach these ambitious aims.

“NACAC is singular. I really can’t think of anyone else that is positioned quite like NACAC is, with its broad membership, its equity-centered approach, and its focus on innovation, transformation, and best-practice sharing.”

Melanie Heath
Strategy Director for Participation
Lumina Foundation

Sustaining and Inspiring the Profession

Bigger, stronger, and more diverse than ever, NACAC’s membership embodies our hope for the future of postsecondary education. NACAC’s mission is to empower college admission counseling professionals through education, advocacy, and community. As we pursue this mission, our commitment is to serve this extraordinary community and invite it increasingly into the collective work of advancing and renewing the profession.

“It’s still an association very much for the people who are in the profession, but we’re moving away from just people getting together to talk about their students and the process… to a far bigger societal conversation and thinking about the ways we can collaborate to get to our larger shared goals.”

Ffiona Rees
Interim Executive Director of Admissions
University of California Los Angeles

A Center for Reimagining College Access

For more than a century, admission practices have been designed to exclude. Expecting different results from old structures and systems will not work. What is needed is a full-scale redesign, with equity and access as the goal. To achieve it, NACAC is creating a center for reimagining college access — a future-focused research incubator of ideas that can become the epicenter of innovation in our field.

Supported by significant philanthropy, including a planning grant from Lumina Foundation and the largest individual gift in NACAC history from philanthropist Alexander Clark, we are designing the blueprint for the center that will launch in the year ahead. We will develop new practices and infuse the field with them through NACAC’s vast network and active communities. We will create the future we want to see.

Building on our previous research and reports, the center will focus on four primary areas of examination:

Center for Reimagining College Access

Click to enlarge

“The admissions space, particularly after the SCOTUS decision, is just ripe for a real field leader. NACAC is perfectly poised to play that role… and the center for reimagining college access is a good place for that to start.”

Melanie Heath
Strategy Director for Participation
Lumina Foundation

College Fairs Transformed

We will build upon our innovative pilot programs and Global Universities Fairs to create an even more robust and comprehensive experience for students and organizations. Increased efforts to reach rural students, STEM-focused and performing and visual arts fairs, new partnerships and sponsorships, richer programming, student-to-student connections, and technology-enabled customized engagement are central to our strategy for transforming this college search tradition.

“We’ve always created an experience for students, but we want to adapt to the needs of today by bringing current college students into conversation with prospective students.”

Jason Smith
NACAC Associate Director of Events and Meetings

Championing Postsecondary Education, Expanding Access

We will continue to advocate and shine a light on the needs of our students and our profession. As we work to expand access and opportunity to postsecondary education, we will help restore the public’s faith in higher education and its critical importance to transforming individual lives, sustaining democracy, and advancing society.

“Education as a public good, public trust… these things are waning and fragile, and so it has to be a collective effort to dispel misconceptions and speak to the value of higher education. NACAC has done that.”

Rick Clark
Executive Director, Strategic Student Access
Georgia Institute of Technology

“We see ourselves and the profession as path-making, not gatekeeping, and we are driven by a fundamental belief that expanding opportunity and removing barriers to postsecondary education advances equity and benefits everyone.”

Angel B. Pérez
NACAC Chief Executive Officer

“We see ourselves and the profession as path-making, not gatekeeping, and we are driven by a fundamental belief that expanding opportunity and removing barriers to postsecondary education advances equity and benefits everyone.”

Angel B. Pérez
NACAC Chief Executive Officer