3 min read

Minnesota State University Moorhead Boosts Enrollment with Personalized Texting

Student wearing headphones and holding a phone and folder while walking outside.

Case Studies

Overview

Minnesota State University Moorhead (MSUM) is committed to building strong relationships with potential students and fostering a connected campus community. In a competitive higher ed landscape, MSUM needed a communication solution that went beyond generic mass texting. Since adopting Mongoose in 2017, the university has transformed how it engages students—turning routine outreach into personal, two-way conversations that significantly impact enrollment and event participation.

The Challenge: Impersonal Communication Tools

Prior to Mongoose, MSUM used five-digit shortcode messaging systems that lacked authenticity and failed to initiate meaningful dialogue. As Director of Admissions Tom Reburn noted, “It felt like signing up for coupons from the grocery store.” The university needed a platform that could foster real conversation, integrate with their CRM, and support one-to-one engagement through text messaging.

The Solution: Conversational Engagement with Mongoose

MSUM selected Mongoose for its ability to deliver personalized, conversational messaging that feels authentic. With real 10-digit phone numbers, a user-friendly interface, and seamless CRM integration, Mongoose allowed the admissions team to connect with students more humanly. As Tom explained, “We needed a solution that could turn a segment or group message into customized, one-on-one conversations.”

Key Outcomes

Higher Enrollment Conversion

Mongoose’s impact on the enrollment process was clear: students who exchanged 16 or more text messages with MSUM during their recruitment journey had an 85% likelihood of enrolling. Even five replies from a student raised their likelihood to 70%, highlighting the value of consistent two-way texting.

Improved Event Engagement

MSUM used Mongoose’s shared inbox feature during in-person recruitment events, encouraging attendees to text questions in real time. This not only personalized the experience but also provided a comfortable way for students to ask private or specific questions.

Better Visit Management

For individual campus visits, the admissions team used Mongoose to send day-of check-ins, such as “Are you still planning on coming?” These simple touches significantly boosted attendance.

The Mongoose Difference

Authentic, Empathetic Conversations

With smart text messaging templates and AI-enabled messaging, MSUM was able to craft timely, student-centered communication that encouraged real dialogue and improved the overall student experience.

One-to-One Messaging at Scale

Mongoose enabled staff members to follow up individually with students based on segmented campaigns—blending automation with personal attention.

Dedicated Phone Numbers for Trust

Using real, local 10-digit numbers improved response rates compared to impersonal shortcode messaging, building credibility throughout the recruitment process.

CRM Integration for Strategic Insights

Though CRM compatibility wasn’t the deciding factor, Mongoose’s integration with MSUM’s CRM (Radius by Campus Management) now allows the university to act on engagement data—providing data-driven insights that help optimize future outreach.

Future Plans

Looking ahead, MSUM plans to expand Mongoose’s role by implementing chatbot and AI-powered support on their website. The goal is to provide 24/7 service to both current students and prospective students—reinforcing MSUM’s commitment to personalized, student-first communication.

Conclusion

Mongoose has redefined student engagement for Minnesota State University Moorhead. Through real-time, personalized text messaging, MSUM has improved enrollment outcomes and set a higher standard for how higher education institutions can use communication tools to build trust and support with students.

“For us, Mongoose is the best texting tool out there. It allows us to connect with students authentically and be a resource when they’re ready.”
TOM reburn, Director of Admissions, MSUM