Golden Gateways: Key Takeaways from the 2025 NAGAP Conference

The Golden Gate bridge dominates the iconography of San Francisco with good reason. The inherent feeling of connecting people across both figurative and literal divides dominates any event hosted in the famous City by the Bay. That was the spirit of NAGAP’s recent 2025 GEM Summit in San Francisco: a feeling of connection, a coming together of enrollment leaders from across the country, and a pragmatic space to plan innovations that will navigate the choppy waters of both the present and the future.

At this year’s Summit, the message was clear: Remember to focus on the transformation, not the transaction. Acknowledging shifting student demands, resource constraints, and institutional complexity, keynote speaker Jovan Glasgow challenged attendees to lead with intention, resilience, and purpose. His powerful call to action set the tone for a summit centered on innovation, inclusion, and the evolving practice of graduate enrollment management.

The sessions included a mix of industry leaders actively discussing the industry’s timeliest topics, sharing solutions to current challenges, and connecting with presenters who brought data and best practice ideas to eager audiences. Let’s explore some interesting themes that emerged throughout the conference.

They say data is the language of decision makers, and there were many conversations that focused on the need for accessibility, accuracy, and usability of timely data to navigate through the disrupted graduate market. Topics like enrollment forecasting—including novel spaces like the stage-to-stage transition points throughout the funnel—data modeling, and budget management dominated this area of discussion.

Presenters and participants alike spoke passionately about driving results through the effective use of data, such as by aligning internal marketing and enrollment data, validating trends with external data, and benching performance against that of peer institutions. There was widespread agreement that leveraging data as a core element of successful enrollment management initiatives will continue to shape the future of graduate education.

Data wasn’t the only tech conversation at the conference, however. Many discussions addressed the challenges and best practices related to building integrated tech ecosystems to support students—and the enrollment teams that recruit them—from the point of initial inquiry to enrollment and beyond. The importance of CRMs, centralized application services, and innovative lead-gen tactics were hot topics, as were wide-ranging discussions about the role of AI tools in admission and recruitment. It’s clear that technology is both a strategic and operational differentiator, as all schools are seeking to refine and maximize the tech that supports their work.

Graduate education has made great strides in creating inclusive, supportive cultures where students from all backgrounds and identities can thrive and reach their goals. However, much of the conversation related to diversity and inclusion at this year’s Summit focused on the complexity of dramatic changes in the regulatory environment. With multiple executive orders targeting DEI practices at universities and accreditors, leaders talked seriously about institutional commitments to preserving the culture of belonging that defines their programs. Most attendees focused on practical approaches for engaging with under-represented populations, best practices in holistic candidate review, and tools that help enrollment teams build the right strategy for recruiting diverse classes. And while there may not be clarity on how the shifting regulatory frameworks for DEI will shape GEM practice in the future, it’s clear that this year’s participants remain committed to supporting their missions, promoting equity and inclusion, and focusing on student success.

Since the COVID pandemic, most GEM professionals have adjusted to the new reality that prospective students expect or demand personalized recruitment journeys and customized support throughout the application process. Discussions in this area were focused on creative tactics and tools for enhancing the applicant experience with specific emphasis on yield strategies and real-world examples of practices that work, such as student ambassador outreach, and personalized storytelling for prospects. International student recruitment and yield conversations added a unique texture to this year’s meeting, as many schools are closely monitoring declining visa appointments and other traditional yield indicators that seem to suggest troubled waters ahead for international enrollments.

Most veterans in the field agree that working in GEM is a calling. Yet that calling often involves focusing on the success and well-being of others, sometimes at the expense of the practitioners themselves. Many discussions and several sessions focused on addressing burnout, stress, and building emotional intelligence into teams this year. In an era when public sentiment about higher education is declining and criticism against higher ed from politicians and influencers is on the rise, many GEM professionals took the time to check in with each other, offering encouragement and collaborating on ways to drive self-care into the culture of professional development that so characterizes the GEM field.

Perhaps the most consistent theme throughout every aspect of the Summit was the call for connection and shared hope among colleagues as we continue these important conversations post-conference. It’s always nice to reconnect with peers and “talk shop” for a few days, but making practical use of conversations and insights once attendees return to busy campuses can be difficult. With that in mind, attendees, exhibitors, and presenters encouraged each other to explore new tools, strategies, and partnerships once they returned to their offices.

The GEM Summit is known for its energizing atmosphere and thought-provoking content, and this year was no different. But this year’s Summit was also marked by discussions about how to face challenges that could reshape the way graduate enrollment happens across all types of institutions.

As keynote speaker Jovan Glasgow reminded the group, the true measure of the work in graduate enrollment isn’t just about meeting goals—it’s about transforming lives. The 2025 GEM Summit left attendees not only informed but also empowered with new strategies to lead boldly, innovate responsibly, and inspire the next generation of graduate students. Whether navigating complexity or driving change, the path forward is clear: Lead with purpose, act with empathy, and never underestimate the transformational power of your role.

Learn more about the Liaison-NAGAP partnership here.