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Turning on a dime

Published: March 06, 2023

When NASCAR driver Ross Chastain entered the final lap in a race last fall at the Martinsville Speedway in Ridgeway, Virginia, he was running in tenth place. But that wasn’t good enough for Chastain; he needed to pick up several places to qualify for the post-season championship race.

Rejecting conventional strategies, he veered to the outside of the track, slammed the accelerator to the floor, and rode the wall through the final two turns of the race– gaining considerable speed and overtaking five cars before crossing the finish line. His unprecedented strategy earned him a spot in the championship race.

Similarly, the momentum surrounding Greenville University’s recent success is due in no small part to innovative tactics employed by President Suzanne Davis and the GU leadership team. Davis has established a reputation as someone willing to take risks and go against the grain of what’s traditionally been done in higher education. And that has allowed GU to maneuver through challenges when other schools are struggling.

The next four years are a critical stretch due to the U.S. population’s anticipated “birth dearth” that will start impacting higher education in 2026. Steve Ellsworth, chair of the GU board’s business affairs committee, notes, “Suzanne has her staff moving at a speed on par with a commercial environment. She’s saying that we can’t do things the way we’ve always done them and be successful in this environment. We must innovate to attract more students and create a margin that allows us to advance our mission.”

Davis believes that the University’s strength lies in its 130-year tradition of innovation. As a smaller institution, GU has the flexibility to lean into possibilities and shift gears quickly. And as one of the core components of Davis’s 1,000-day Action Plan, financial stability is the chassis on which GU’s experiential learning engine is built.

This innovative “pedal to the metal” approach is resonating with students and donors alike. They are drawn to dynamic organizations that are bucking the trends, but they also want organizations that are stable and well-managed.

There are significant “victories” in the university’s financial performance – several successful years of fundraising, $15 million raised this past year, a 9% increase in on-campus enrollment, and the launch of new programs (nursing, equine studies, and gymnastics). Projects undertaken by the university through the SMART Experience Institute in Nashville and Dallas, and The Ville businesses in Greenville are also important revenue sources.

“Pursuing alternative revenue will enhance the University’s financial stability,” says GU Chief Financial Officer Sue Ann Nelson. “That stability is important to support our existing programs and seek future opportunities.”

That innovative spirit is one reason students come to GU. Victoria Clark, Chief Enrollment Officer, says, “If a student visits campus, it's likely that they will choose GU. We frequently hear from parents and students that from the moment they step on the campus they know something is unique about GU. Part of what they are sensing is innovation. We are not afraid to step into the unknown and watch God show up.”

Evan Abla, Executive Director for Advancement Operations, has seen the same reaction. “When people see the momentum we’re experiencing in enrollment, new programs, and advancement, they get excited. They want to be part of a winning team. And that’s what they see in Greenville University.”

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