The 2025 NAGAP Recap — Insights from San Francisco

May 6, 2025 Capture News, Graduate Enrollment, Marketing Trends, Predictive Modeling

Fresh off my first NAGAP Graduate Enrollment Management Summit, I can say this: the conversations happening around graduate recruitment are evolving fast — and everyone’s trying to keep up. It was energizing to meet so many GEM professionals in San Francisco, especially during such a pivotal moment for our field.

Here are a few of my biggest takeaways from this year’s Summit:

1. AI is Everywhere — But Clarity is in Short Supply

It felt like every booth and breakout mentioned AI, but the real challenge isn’t whether to adopt it — it’s knowing which kind of AI best suits your institution or program. Reactive AI, conversational AI, generative AI, machine learning, “agentive” systems — there’s a dizzying array of buzzwords out there. What’s often missing is a clear explanation of why a specific type of AI works best for a particular recruitment context.

At Capture, we’ve long used machine learning AI to support our partners — well before the recent AI buzz. That means we’re not just riding a trend; we’re delivering proven efficiencies and personalization that directly support your enrollment goals.

2. More with Less Is the New Normal

Across the board, I heard the same thing: graduate enrollment teams are being asked to do more with less — fewer people, tighter budgets and constant staffing shifts. And in the middle of all that, program directors are being asked to become tech experts overnight. It’s a lot. 

There’s no shortage of tech tools out there but cutting through the noise to find a system that actually works — and works for you — is a major hurdle. That’s where Capture comes in. We help programs implement solutions that are powerful and practical, without turning your recruitment strategy over to a black box or robot.

3. The Form Is Dead (Or at Least Dying)

One of the most pressing behavioral shifts we’re seeing: prospective students — especially adults — are increasingly “form averse.” Long gone are the days when a simple RFI was the entry point to your funnel. 

Capture’s progressive identification tools help programs find and nurture high-intent prospects with or without a form. Our Capture Engagement Score (CES) and Capture Affinity Index (CAI) tools also make it possible to re-engage inquiries, applicants, and even admits who have gone quiet — without relying on the old “spray and pray” approach. 

Until next year!

As a first timer at NAGAP, I was impressed by the energy, insights and urgency in every conversation. The graduate recruitment space is changing, but the desire to serve students more effectively — and more personally — is still at the heart of what we do. 

If we didn’t get a chance to connect in San Francisco, I’d love to continue the conversation. Drop me a line anytime: seth.reynolds@capturehighered.com 

By Seth Reynolds, Enrollment Solutions Consultant, Capture Higher Ed