The Three Rs of Higher Education

The three Rs of higher education are critical to the success of any college or university. These three Rs include Recruitment, Retention, Revenue. Every member of administration, faculty, and staff impacts these three performance criteria. One’s individual compensation is justified by one’s contribution to the institution's success in attracting and keeping students and in saving and generating money.

Concern for the three Rs does not contradict an institution’s higher purpose. The needs of running the institution must be met if the institution is to have the resources to act on its values. The stronger the institution, the better it can serve others.

Assessment has been increasingly emphasized in higher education. Assessment needs to include measurement of the three Rs. Such measurement will indicate how well the institution is serving its students. Each employee’s contribution helps create an institution attractive to potential students, fulfilling for enrolled students, and meaningful for supporters.