Enroll, Apply, Register - It's All the Same, Right?

     I guess I could just say, "Nope," and leave it at that, since there are distinct differences between all three practices.  Yet, schools (perhaps yours) use these words interchangeably.  Did you know if you have a yard sign that says, "Register Now - Classes Begin in August," you may find that what you have put out there as a marketing message can have a detrimental impact on your school?

     You do now.

     Many educators use words that mean different things as synonyms, and then wonder why there is confusion and difficulty in communicating.  It helps to develop a lexicon of terms to help delineate the distinctions.

     By the way, it's not "Lexicon of Terminology," since "Terminology" means "The Study of Terms."  In fact, a "Lexicon of Terms" can also be considered incorrect, since the word "lexicon" implies a grouping of words.

     "Fundraising" and "Development" are also two words that are used interchangeably in many schools, as well as in the non-profit world.  While the end result of the processes involved is the same (the amassing of revenues to fund an organization's work), the processes are completely different.  Fundraising is short-term focused, and usually is a direct approach for funds through the purchase of an item or a donation to a cause.  When a natural disaster strikes, fundraising takes place.  It can raise a large amount of money in a short period of time because everyone knows "why" they should participate.  Development, however, is long-term focused, and concentrates on building relationships.  In doing so, individuals become more and more engaged with the organization and the work it does, and the work it does.  Once individuals are engaged, they can be asked to take the next step, committing financial resources (usually substantial gifts) to the organization by means of a one-time gift or continuing gift to the organization.

     So what's the difference among "enroll," "apply," and "register?"  "Enroll" and "Apply" infer some type of process is involved.  "Register" does not.  The difference between "Enroll" and "Apply" is that "Apply" is a little more extensive than simply "Enroll."

     Let's look at it this way.  An "Enrollment process" may have several steps to it - Inquire, Apply, and Enroll.  A family makes an "Inquiry" to your school so they can find out more about your educational environment for their child; they like what they see so they complete an application to "Apply;" the school reviews the application, and accepts the child, allowing the child to "Enroll" in the school, usually by paying a fee to hold their space, and guarantee that the child will show up for the Fall term.

     Simply skipping to "Enroll" may entail an application process, but if it does, it should be called that to avoid confusion.  Otherwise, families may consider their children enrolled simply by paying the enrollment fee...and that can cause problems.

     For instance, if a child is enrolled in your school that requires wheelchair access and your school is not ADA compliant, and they've "Enrolled" in your school, you may have to make accommodation for that child since, by accepting the enrollment fee, they are now a part of your school.  A process was not involved requiring a parent to disclose any special needs that the school would be expected to provide accommodation for.  On the other hand, if your "Enrollment form" asked this question, you might be able to not enroll the child; however, you might have a legal battle on your hands, since it could be argued that an enrollment form is simply a record or a document.  If your handbook of policies or policy manual does not describe the enrollment process in detail, then you might have to make accommodations for that child that has been enrolled in your school.

     The worst thing you can do is "Register" children, since doing so assumes complete acceptance no matter what economic circumstance, physical need, nor cognitive ability a child has.

     Please understand that there is nothing wrong with registering children - as long as your school is prepared - mentally, physically, emotionally, spiritually and financially, to "walk the talk."  If not, you could be dealing with issues you never dreamed of dealing with.

     Private schools have enrollment criteria.  Even the Catholic Bishops state that the Catholic school is a "privileged environment" for learning.  That does not mean only those that are well-off financially are welcome - it means that there are expectations that need to be met in order for effective learning to occur, and the educational environment is set apart from the "normal" learning environment.  Public schools can "Register" students - because they must.

© Michael V. Ziemski, SchoolAdvancement, 2008 (Original Publication Date: 20081020)

Back to Marketing Matters Index