How Chowan University Boosted Enrollment and Retention with Strategy, Synergy, and Heart

When your vice president of enrollment also oversees advancement, you know your institution is rethinking the playbook.

That’s exactly what Dr. Shelley Greene, Vice President of Advancement and Enrollment at Chowan University, has done—pairing two traditionally separate functions to create a holistic, relationship-driven approach to recruitment and retention. In the latest episode of In Your Element, host Daniella sits down with Dr. Greene to talk about Chowan’s double-digit enrollment growth, major retention gains, and how a culture shift grounded in data, collaboration, and empathy helped make it all happen.

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From Silos to Synergy

When Dr. Greene arrived at Chowan, she found what many higher ed leaders would recognize: fragmented processes, disconnected teams, and incomplete data. But rather than chasing shiny new initiatives, she and her team started with a simple question—are we doing the basics well?

“It’s hard to build upon anything if you don’t have the foundation,” Dr. Greene shared. “We started by asking, ‘What do we have, what don’t we have, and what needs to be fixed before we move forward?’”

The answer began with the institution’s CRM. Greene’s team implemented Element451 to unify admissions, athletics, financial aid, and student success around one shared source of truth. Rather than force everyone to adopt the same view, they built custom dashboards for each department—removing clutter, focusing on relevance, and creating buy-in.

The result? Silos gave way to synergy. Departments began speaking a shared language, collaborating across student touchpoints, and seeing how their work directly contributed to institutional goals.

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The Quiet Force of Connection

For Chowan, technology became more than a system—it became what Greene calls a “quiet force,” reshaping how the university connects with students.

Using Element451’s AI-powered tools, the admissions team began personalizing campaigns with tone and intent in mind. The platform’s generative features helped them maintain a consistent brand voice while tailoring messages for specific audiences. The payoff: email open rates climbed from 20% to 30% year over year.

And the personalization goes beyond pixels. One campaign even included a playful touch—a branded bandana for students’ pets, celebrating the connection between home and campus life.

“When you send a message that mentions their dog or favorite activity, it shows them you see them,” Greene said. “They’re not just another number.”

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Culture Shift: Data-Driven and Student-Centered

Adopting new technology was only part of the transformation. Culturally, Chowan had to learn how to trust the data.

Before Greene’s leadership, documentation was sparse, and online giving had only been around for two years. Moving from gut instincts to informed decisions required a new mindset—one where data was no longer just a reporting tool but a roadmap for continuous improvement.

This shift fueled a 13% increase in new student enrollment and a 4% boost in retention, the latter driven by students who came in more qualified, engaged, and aligned with Chowan’s mission.

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Redefining Retention: Belonging as a Strategy

At Chowan, retention isn’t just about grades or persistence—it’s about belonging.

Greene’s team focused on identifying risk factors early—tracking patterns among athletes, transfer students, and first-years—and addressing issues before they became exits. The university also introduced a new academic model where students take two courses per session instead of a full semester load. This structure allows deeper focus, stronger relationships with faculty, and built-in recovery time through a weekly “CU Wednesday”—a midweek pause for tutoring, community, and reflection.

“When students feel like they belong, they stay,” Greene said. “It’s that simple.”

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Looking Ahead: Keeping the Momentum

After a year of transformational growth, Dr. Greene is staying grounded in what started it all—the basics.

“Silos will always try to rebuild themselves,” she noted. “Our job is to keep breaking them down and reminding everyone that enrollment, retention, and advancement aren’t separate goals—they’re shared responsibilities.”

Her leadership style blends strategy with empathy—a balance honed from her background as both a marketer and an athlete. That team mindset continues to shape Chowan’s culture, reminding everyone that collaboration isn’t just a value—it’s a competitive advantage.

When She’s In Her Element

Dr. Greene says she’s most “in her element” when she’s thinking strategically—connecting dots, finding next steps, and enabling others to succeed.

“Everything’s a strategy to me,” she laughed. “But when I see a student walk across the stage who once doubted they could even be here—that’s what makes it all worth it.”

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🎧 Listen to the full episode of In Your Element featuring Dr. Shelley Greene to learn how small campuses can leverage AI, data, and heart to create big impact.