How Concordia College Turned Recruitment Texts Into Real Conversations

Three students studying together on campus sitting on the grass.

TL;DR

Students reply to texts that feel like they came from a person, from a number they recognize. Concordia College in Moorhead, Minnesota, has used Mongoose for student recruitment since 2017, moving from one-way blasts sent from random numbers to two-way conversations from dedicated numbers. Its admissions team says relationship-focused texts earn stronger response rates, and it credits open, consistent communication as part of several strong recruitment years. Mongoose stayed connected through a CRM switch from Salesforce to Slate.

Mongoose partner since 2017
Dedicated numbers students recognize
Stronger reply rates on two-way texts
Connected to Salesforce, then Slate

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Brandon Wente, Associate Director of Admission at Concordia College, describes the difference simply: texting students through Mongoose feels like texting a friend, not blasting promotional material.

“Mongoose’s simplicity and human element were what set it apart. It feels like you’re texting a friend, not just blasting promotional material.”

Brandon Wente, Associate Director of Admission, Concordia College

Concordia College is a private liberal arts college in Moorhead, Minnesota, that puts real relationships at the center of student recruitment. Its admissions team adopted Mongoose in 2017 to move from one-way message blasts to two-way conversations with prospective students.

Why one-way blasts weren’t enough

Concordia’s previous texting tool worked for mass blasts but couldn’t support a back-and-forth with a student. Texts came from generic, random numbers that felt impersonal, so students had no consistent number to reach the team. Admissions needed a way for students to talk to staff as comfortably as they’d text anyone else.

How Concordia built two-way student recruitment texting

After comparing several options, Concordia chose Mongoose for its easy-to-use interface, personalization, and CRM connector, first to Salesforce and later to Slate. Texts come from dedicated numbers students learn to recognize, and staff can reply from the mobile app with emoji and photos.

“Mongoose gives us reminders to keep messages concise and engaging, which helps maintain a personal connection.”

Brandon Wente

What changed for Concordia’s admissions team

Consistent communication

Dedicated numbers took the place of generic, random ones. Students now recognize who’s texting them, which makes them more likely to reply and keep the conversation going.

Stronger reply rates

The team writes intentional, student-centered messages that invite a response instead of just pushing information, and students reply because they feel they’re in a real conversation.

“When we focus on building relationships, the response rates are stronger, and students engage more meaningfully.”

Brandon Wente

Quick to learn, even for new hires

The interface, mobile app, Smart Messages, and automated replies keep workflows moving, so the team spends its time on students instead of on the tool.

“The AI capabilities help us streamline our communication while keeping it personal.”

Brandon Wente

Strong recruitment years

Concordia has had strong recruitment years since adopting Mongoose, and the admissions team credits open, consistent communication as part of that success.

What other admissions teams can take from Concordia

Text from a number students will see again, write messages that ask for a reply, and let automation handle routine follow-ups so staff can spend time on real conversations. Here’s why Smart Messages earn more replies, and how to think about balancing automation and human interaction. If you’re a Slate school, here’s what your CRM can’t do on its own.

Other admissions teams have found the same thing. Across town, Minnesota State University Moorhead found students who exchanged 16 or more texts had an 85 percent chance of enrolling, and Belmont University keeps text reply rates above 10 percent by targeting carefully and timing every message.

Looking ahead

Concordia is exploring where AI fits next in its communication strategy, without losing the personal connection at the heart of its recruitment.

“We’re excited to see how student recruitment will evolve, but we know students can tell what’s real and what’s not. Maintaining that personal, human-centered communication will always be key.”

Brandon Wente