To borrow a phrase made popular by President Ronald Reagan in the 1980s: “Trust— but verify.”  

That sums up a significant perceptual shift over the last decade on whether students and families most likely to be a great fit for Christian higher education are likely to pursue it, according to a major collaborative research study released earlier in 2026.  

While findings (see below for details) affirmed the enduring relevance of Christian higher education as interest among prospective families remains strong, it also confirms an ironic challenge—prospective students and parents are no longer likely to make the investment on faith alone. Students and families now evaluate colleges earlier, more independently, and with sharper focus on affordability, outcomes, and lived experience. Misperceptions—particularly around cost and career preparation—often shape decisions before institutions even have the opportunity to engage with prospective families.  

What does this mean for those schools competing in an environment already constrained by rising costs and a shrinking pool of college age students?  We asked three professionals at CCCU institutions to reflect on what they learned and how it applies to making the best case for the value they can offer.  

What one (or more) finding really surprised you? 

Irene Neller, VP for Enrollment, Marketing, and Communications, Westmont College: The study’s findings, compared with previous research conducted in 2000 and 2009, demonstrate just how significantly parent and student attitudes and behaviors have changed—not only in what they are looking for in a college, but in how they conduct the search and, importantly, who is influencing the decision. In all my years in Christian higher education, this study validates and affirms the radical shift I am experiencing firsthand in working with today’s parents and students.

Dr. James Steen, VP for Enrollment Management and Marketing, Houston Christian University: Considering the fact the prospective students surveyed had already demonstrated a propensity or potential fit for a Christian institution, there are definitely some concerning results that should be on our radar as enrollment managers. Obviously cost (at 49%) being “the biggest barrier” is not surprising; however, “too many rules” being number two (at 39%) is an interesting finding suggesting that a significant number of students today perceive Christian higher education as being restrictive. This was followed by too conservative (at 32%) and not diverse enough (at 29%). In this day and age, these responses surprise me, but clearly that perception exists. So, we need to communicate clearly about actual experiences of current students at our institutions. 

Bryce Chapman, SVP for Enrollment, Marketing and University Communications, Missouri Baptist University: I think what surprised me most was just the stark contrast between the findings of this report and the last report 16 years ago. Families today are far more informed, discerning, and sophisticated when it comes to higher education. They have access to more data, more comparisons and more firsthand perspectives than ever before, and they are no longer willing to spend significant money on college simply because institutions “tell” them it is valuable. And I don’t think any of this is negative. In fact, I think it leaves leaders in Christian higher education with a clarion call—now is the time to do the hard work and “show” (not merely “tell”) the world the value of Christian higher education that we see play out every day.  

At Missouri Baptist University (MBU), that challenge is daily shaping how we think about our responsibility to prospective students and families. That means being more transparent about scholarships and net cost, more intentional about communicating career outcomes, and more specific about the ways our faculty, programs, internships, partnerships, and alumni help prepare students for meaningful work and purposeful lives. 

What one (or more) data point confirmed your own experience recruiting in the current market for Christian higher education?  

Neller: At Westmont, parents are increasingly focused on career preparation, outcomes and return on investment, while also seeking generous financial aid packages, regardless of what the FAFSA wealth index may suggest. Students, meanwhile, are looking for community, belonging and the “fun” side of the traditional college experience. The integration of faith and learning still matters, but increasingly, students are willing to compromise on that value when cost becomes a determining factor. I find that disturbing, but it is not surprising when you consider the broader societal and media narratives about the value of a college degree and what higher education is expected to deliver. 

Chapman: For me, the findings surrounding affordability strongly confirm what we are experiencing at MBU. But I do think it is important to emphasize that the data points to a perception problem, not a true affordability problem, for Christian higher education. In fact, according to the report, 55% of inquiry students ruled out a college because of cost, compared with 35% in 2009. This tells me that today’s students are smart and are doing their homework long before they inquire. Again, this is an opportunity to tell our story better and earlier so that families don’t have to wait until they receive award packages to realize Christian higher education is affordable and often less expensive than our public competitors. 

Steen: No surprise that parents are still the number one influencer(s) and play a significant role in the college search process for their students. Not only are we recruiting students, but we have to engage their parents as well, maybe even more so as a Christian institution.  

I experienced this firsthand recently with a good family friend of ours. Their daughter visited a Christian university and came away with perceptions that it was way too restrictive for her (curfews, visitation hours, dress code) so she also eliminated two other Christian institutions where she had been admitted and focused on a much larger state university. Over the summer, the daughter started having second thoughts because that state institution had a reputation as a party school (even though she was planning to room with a friend from her youth group back home). So, I strongly encouraged her parents to take their daughter to visit that other Christian institution over the summer and convinced them it was not too late. They visited that other Christian institution and by the end of the day, she deposited and plans to enroll there. Parental influence made a difference.  

How is this new research informing your marketing or recruiting strategies?  

Neller: We have zeroed in on three key messaging and programming priorities: outcomes, affordability and community—creating a true sense of belonging. This new research, coupled with the Chronicle of Higher Education’s December 2025 issue—Students Are Changing. Can Colleges Keep Up? —reinforces what we are seeing in real time. Namely, that these are the factors which increasingly matter most to parents and students as they choose a college. So much has changed in how students and families search, how they consume information, and how they make decisions. The delivery methods have changed. The searchability has changed. The influencers have changed. But there are also some surprising findings that affirm something I believe deeply: storytelling still matters. We simply have to tell our stories well, tell them authentically, and tell them in more places. For Christian colleges in particular, we have an extraordinary story to tell—not simply about a degree, but about the kind of person that degree helps form. We need to keep telling the stories of our graduates and the difference they are making in every sphere of society they serve. The methods may be changing, but the power of a compelling story—and the significance of a life well formed—have not. 

Chapman: At Missouri Baptist University, these findings confirm we need to be demonstrating value, not just talking about it. This means communicating scholarships and likely net cost earlier. For example our main campus enrollment counselors provide customized cost estimate worksheets during campus visits. MBU Online enrollment counselors also provide cost estimates and are cross-trained on many financial aid-related functions. We are committed to showing career outcomes by academic program in much more transparent ways than ever before, and highlighting internships, employer relationships, and alumni success. We want to feature “unpolished” authentic student stories on our social media channels. We need to invest significantly in our websites, understanding they are the primary recruitment experience for most students. And in making the right first impression, we are rolling out the “navy” carpet when families visit MBU. Among many other things, this has meant adopting a campus wide “Hospitality Playbook,” which provides employees with practical expectations when it comes to guest interactions. It sets a standard and instills confidence in our employees as they seek to serve others. 

Steen: Students are finding information about higher education through more channels today than we could even begin to fathom a decade or two ago. Of course, we have to aggressively manage our website to ensure optimization for Google and other search platforms, but AI is quickly changing all of that. Search engine optimization (SEO) is no longer enough. We need to have AEO (answer engine optimization) and GEO (generative engine optimization) to shift from traditional search rankings to AI-generated answers and search results. For example, being on page one of a Google search—the gold standard we all strived for even just a few years ago—does not move the needle as much in this age of AI results that often lead to zero-clicks. This online behavior is rapidly evolving with the new technology, and as Christian institutions, we have to stay on top of this trend, or we will get left behind. We can’t assume prospective families will find us organically. 

Is there a set of data or a qualitative question you would want to cover in future research? 

Neller: Yes! Three in particular. First, discover deeper reasons and tipping points that cause parents and students to compromise faith for cost or brand name prestige. And second, more research on search engines, especially when it comes to AI – what language draws students and parents in or turns them off? What offends them and kills the interest? Understanding their digital preferences would help us discover their invisible journey. So much stealth search is occurring and I want it “exposed,” so to speak. And third, it certainly would be helpful to have year-to-year insight on the role of the church as an influencer. Does the church still influence college choice? This used to be a strong indicator for faith fit but not nearly as strong as it was in 2009 or pre-pandemic years, and terms such as “evangelical” or “Christ-centered” often carry nuanced or precarious perceptions. And if these questions could be answered categorically by gender and diversity, that would be ideal! 

Chapman: I would welcome any research that more closely examines how families come to terms with affordability. We often hear that cost is a barrier, but I would like to better understand the journey: when families begin forming assumptions, what precisely causes families to self-select out of the search process, which messages or experiences help them best understand net price, and what ultimately gives them confidence that the investment is manageable and worthwhile. 

Steen: From a qualitative perspective, it would be interesting to probe prospective students and parents about how they weigh the spiritual/mission fit of choosing a Christian college as opposed to the cost and ROI of choosing a public, secular institution that may have a stronger academic reputation, a bigger brand, and even cost less.  And as more institutions deploy direct admission strategies, I am also curious about qualitative feedback from direct admit enrollees to research if removing the application as a “barrier to entry” changes how they experience their college of choice.  

Irene Neller became Westmont College’s first vice president for enrollment, marketing and communications in December 2017 after serving 26 years at Biola University and four years at Fuller Theological Seminary, building and redefining new functions of strategic enrollment and marketing and earning numerous industry awards. She graduated from Bethany College with a degree in communications and earned a master’s in communications promotions management at CSU Fullerton. A recognized leader in Christian higher education, she chaired the Council of Christian Colleges and Universities (CCCU) national committee for communication officers and served on the commission in various roles. She is committed to mentoring women and college students, started the annual Advancing Women in Leadership (AWIL) national conference, has served as a CCCU professional development resource leader for WALI, LDI, MELDI, and is passionate about supporting diversity growth in higher education. She and her husband have two sons.

Bryce Chapman serves as Senior Vice President for Enrollment, Marketing and University Communications at Missouri Baptist University. During his 22 years at MBU, Bryce has helped advance the University’s enrollment, visibility and commitment to creating an exceptional student experience. He holds an MA in Media Communication from Webster University and BA in Technical Journalism from Colorado State University.

Dr. James Steen is the vice president for enrollment management & marketing at Houston Christian University, where freshman enrollment has quadrupled during his tenure, from 268 in fall 2006 to 1,075 in fall 2026.  Steen is also a senior associate consultant with Encoura + RNL completing more than 100 consultations with at least 20 campuses to improve their admissions, recruitment, marketing, and strategic enrollment planning efforts.  Previously, Steen served as assistant vice president for admission and enrollment services at Baylor University.  He holds a PhD from Azusa Pacific University and an MBA and BA from Baylor University.

The Market Research Study Report  

The updated study was conducted in 2025 by JM Partner Solutions and commissioned by the Council for Christian Colleges & Universities (CCCU) and the North American Coalition for Christian Admissions Professionals (NACCAP). The project is the fourth of its kind in the last forty years—lasted conducted in 2009— and documents a starkly different landscape for Christian higher education. When the CCCU first commissioned comprehensive market research in 1986, the world looked very different. Christian institutions faced questions about faith and fit, but families generally trusted that a Christian education was a sound investment in character formation and community. Today, families think differently about colleges as recent research has shown only 35% of Americans believe college is very important—down from 75% in 2009, according to the most recent Gallup poll on this topic. Implicit trust in the value of higher education has eroded, and college choice is now shaped by digital first impressions, heightened scrutiny of affordability and return on investment, and shifting cultural attitudes toward faith and politics.   

Most noteworthy among the findings:  

• Students are most often introduced to Christian colleges through their peers— 70% of students report knowing someone who attended a Christian college, and 76% say that person is a peer—placing greater weight on personal endorsement than institutional messaging when it comes to awareness or initial interest.  

• Parents still play an outsized role in the college search process. Three-quarters of parents report that they research colleges with their child or lead the research, and three-quarters of inquiry students say their parents are at least somewhat influential in where they enroll. In fact, 52% of inquiry students stated their parents have steered them toward or away from certain colleges or universities. Parents, more than students, focus on affordability, academic quality, and safety. Cost assumptions cause students to drop out early, but those assumptions often reflect family budget discussions.  

• Families understanding —or misperceiving—cost at the outset can make or break a school’s chances. Fifty-five percent of inquiry students have ruled out a college because of cost, up from 35% in the most recent 2009 study. Half of inquiry students say Christian colleges feel too expensive and cite cost as their top concern. These assumptions often form before students have any contact with the institution as families equate “private” with “unaffordable,” especially when compared to public universities’ lower sticker prices. Parents and students often lack clarity on net price, available aid, and the true cost of attendance. As a result, many disengage quietly rather than requesting information. Conversely, students who make it through the admissions funnel often find that Christian colleges provide better financial support than they expected. 

• Students today are more practical than ever before. They want outcomes from their education. Preparing for a successful career or graduate school is very or extremely important to 91% of students, the highest rated attribute in the college decision process. Parents echo this priority with 94% stating career outcomes are very or extremely important. However, only 26% of inquiry stage students strongly agree that Christian colleges prepare students for careers just as well as nonreligious colleges—a gap that likely indicates misperception and opportunity for more effective communication and marketing from institutions to better demonstrate proof of return on investment. Christian colleges have robust career development programs, but they must show how faith, academics, and professional preparation intersect.

• Community is the most consistent and credible differentiator for Christian colleges. Across all audiences, this attribute emerges as the most durable strength of Christian colleges. Among students who recently made their college choice, 61% cited a faith-based culture and 35% cited a sense of community and belonging as key reasons they chose their institution. Small classes, caring faculty, and supportive peer networks create an environment where students feel known and these factors, along with campus safety, significantly shape parent opinion and expectations as well. Social listening—conducted to analyze more than 1 million posts across TikTok, Instagram, X, Reddit, and other platforms—shows community as the most common theme in positive posts, appearing across conversations about academics, athletics, faith, and campus life. Community does more than create a positive atmosphere; it strengthens perceived value. When students feel a strong sense of belonging, they are more likely to persist, succeed, and recommend their institution. Community also mediates other concerns. Students who experience authentic community are more confident in outcomes and alumni are more likely to feel their education was worth the investment. 

Background on the Study 

More than 60 NACCAP and CCCU member institutions participated in the research, providing historical institutional data and outreach lists from which JM Partner Solutions recruited representative survey respondents and focus group participants from inquiry students, parents, alumni, and guidance counselors. Recruitment also included student outreach through ZeeMee, one of the project’s sponsors. The research team supplemented primary data with secondary sources, including a detailed competitive landscape analysis.  

JM Partner Solutions is a higher education advisory firm that partners with colleges and universities to strengthen enrollment, marketing, and institutional strategy. NACCAP serves more than 400 member institutions, including K-12, undergraduate, graduate, seminary and degree completion programs, as well as associate members from around the world.