Aug 21 2025
How Montcalm Community College Gets Higher-Than-Average Reply Rates With Coach-Led Texting
How MSUM Found 16+ Texts Mean an 85 Percent Chance of Enrolling
TL;DR
The more a prospective student texts with your admissions team, the more likely they are to enroll. Minnesota State University Moorhead (MSUM) has used Mongoose since 2017, texting prospective students from real ten-digit numbers and turning group messages into one-on-one conversations. Its data shows students who exchanged 16 or more texts had an 85 percent chance of enrolling, and students who texted back five times were 70 percent likely to enroll.
- 85% enroll chance at 16+ texts
- 70% at five replies
- Real ten-digit numbers
- Engagement data in the CRM
Download the full case study
Minnesota State University Moorhead’s admissions team found a clear pattern in its own data: the more a prospective student texts back, the more likely they are to enroll. Students who exchanged 16 or more texts with MSUM during recruitment had an 85 percent chance of enrolling.
MSUM is a public university in Moorhead, Minnesota, built around community and student success. To reach prospective students in a competitive market, it turned to Mongoose in 2017, and its admissions team now texts students personally at key points throughout recruitment.
Why short codes and blasts didn’t start conversations
MSUM’s old texting tools used generic five-digit numbers and bulk blasts that looked more like retail promotions than a message from a college.
“It felt like signing up for coupons from the grocery store. It didn’t create dialogue.”
Tom Reburn, Director of Admissions, Minnesota State University Moorhead
The team needed a way to start real two-way conversations with prospective students and connect them to its CRM.
How MSUM started texting prospective students one-on-one
MSUM chose Mongoose for personal, conversation-based messaging, an easy-to-use interface, and its connector to Radius by Campus Management. Texts come from real ten-digit numbers, which feel personal and lifted response rates compared with the old system. Group and segment messages turn into one-on-one conversations, whether through automated follow-ups or personal replies.
“We needed a solution that could turn a segment or group message into customized, one-on-one conversations. Mongoose allowed us to do just that.”
Tom Reburn
More conversations, more enrollments
Engagement predicts enrollment
MSUM’s data shows a strong link between texting and enrollment. Students who texted back five times were 70 percent likely to enroll, and students who exchanged 16 or more texts had an 85 percent chance of enrolling.
“It’s not just about sending information; it’s about creating conversations. Even if the student says ‘no,’ that’s better than no response at all because it lets us know where we stand.”
Tom Reburn
Better events
At large in-person recruitment events, MSUM puts a shared inbox number on screen so students and families can text questions in real time, including sensitive questions they might not ask in front of a room.
Higher visit show rates
For individual campus visits, the team sends day-of reminders and check-in texts, which improve show rates and let staff adjust on the fly.
“Simple check-ins like ‘Are you still planning on coming?’ significantly boosted our visit attendance.”
Tom Reburn
More value from the CRM
CRM compatibility wasn’t the only reason MSUM chose Mongoose, but the Radius connector has become a vital part of its strategy.
“We’re now able to track engagement data directly within our CRM, making it easier to understand and act on student behaviors.”
Tom Reburn
What other admissions teams can take from MSUM
Count conversations, not sends. Look at how many times each prospective student has texted back, and treat a student who has gone quiet as a reason to reach out. MSUM’s numbers line up with the bigger picture: across Mongoose’s 2026 data, enrollment yield climbs from 3 percent with no texts to 94 percent with 21 or more conversations. That’s why it pays to look past opens to the engagement signals that matter, and to compare your numbers with these admissions texting benchmarks and FAQs.
Other admissions teams use replies the same way. Belmont University keeps reply rates above 10 percent and uses replies to forecast yield, and Kettering University increased deposits 60 percent after moving to a texting-first strategy.
Looking ahead
MSUM plans to add AI-powered Web Chat to its website for the whole university, giving prospective and current students 24/7 access to information and support.
“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
Download the full case study
For a two-page summary of MSUM’s results to share with your admissions team, download the Minnesota State University Moorhead case study (PDF).
Want to see what conversations could do for your enrollment? Book a demo.
Frequently Asked Questions
How does texting affect enrollment at MSUM?
Why did MSUM move away from short-code texting?
How does MSUM use texting at events?
How does MSUM improve campus visit show rates?
Does Mongoose connect to Radius by Campus Management?
