While prospective student recruitment and admissions are short-lived relative to the multi-year ratio of enrolled students, effective recruiting practices produce diverse, high-ability students who add to the excellence and support the mission of selective colleges and universities. When coupled with effective enrollment management, the efforts of admissions officers are quite significant. Recruiting and admitting not only the most academically prepared students, but also striving to consider others who show potential, enables fair admissions practices and ensures that students are successful and have a positive experience that ultimately leads to ex loyal students and potential donors. How effectively an institution recruits for diversity, excellence, and excellence in diversity is all tied to the success of the institution as a whole. (Kedra Ishop, personal communication, November