The Three Major Higher Ed CRMs: A 2025 Comparison Guide

Admissions management in higher education has evolved rapidly in the last decade, but the memories of paper forms and endless email attachments remain fresh for many recruitment and reputation managers.

“We were communicating with students through Outlook and collecting applications in PDF and paper,” said Nicole Brini, International Reputation Manager at Università Cattolica, Europe’s largest non-state institution. “We wanted to make our marketing efforts more efficient and streamline our admissions process.”

That drive for efficiency has made finding the best CRM in higher education an essential task for institutions. In a recent poll of higher ed professionals, Slate emerged as the most widely used (55%), followed by Element451 (25%) and Salesforce (20%). But popularity doesn’t always translate to the right fit.

Today’s CRM decision involves more than just managing applications — it’s about personalization, automation and, increasingly, artificial intelligence capabilities. This guide compares the three major platforms, examining their strengths and limitations, as well as which institutions they serve best.

Higher Ed CRM Comparison

1. Slate: The Market Leader

Used by 55% of the poll responders, Slate is a favorite in the higher ed CRM landscape. That widespread adoption comes with advantages and disadvantages.

“The big pro is that everything is in one place,” Jim Michnowicz, head of the Department of World Languages and Cultures at North Carolina State University told Volt. “Previously, we had to collect our own materials from applicants, and program staff spent a lot of time just sorting and organizing materials.”

Yet this comprehensive platform wasn’t originally designed for graduate admissions. 

“We do a lot of fitting square pegs into round holes,” said Kittie Pain, director of graduate admissions at Kutztown University of Pennsylvania, regarding her use of Slate. While the system excels at tracking email engagement and organizing application materials, its frequent updates can disrupt established workflows.

• Slate pros

  • Comprehensive document management and application processing in one unified system
  • Powerful query-building and reporting capabilities
  • Unlimited user licenses with cloud-based accessibility
  • Strong communication tools including email analytics, texting, and phone integration
  • No licensing price increases in 20 years (starting at $30k annually)

• Slate cons

  • Steep learning curve requiring significant training investment
  • Limited direct customer support (relies heavily on community forums)
  • Frequent updates can disrupt established workflows
  • Not originally designed for graduate admissions, requiring workarounds

Best Fit

Mid-to-large institutions with dedicated CRM staff. Slate’s community-based support model and regular updates require internal expertise to navigate effectively. As Matthew Bowersox, director of marketing and communications at College of Charleston’s graduate school emphasized, success often depends on “excellent technical support from an internal partner.”

2. Salesforce: The Enterprise Solution

For larger institutions with robust IT resources, Salesforce offers extensive customization and integration capabilities. “In 2020 we adopted Salesforce and Target X as our CRM solution,” said Brini. The result? A 22% increase in international enrollment over six years.

However, Brini emphasizes that size and resources matter: “If you’re a small school, small college, no IT support, it’s probably not the best option.” Success with Salesforce often depends on dedicated technical staff—her institution needed a full-time IT team working for months on implementation and integration.

Although the platform includes a version of AI integration called Agentforce 2.0 and offers powerful tools for student recruitment and data analysis, Brini believes it falls short of meeting her institution’s needs. “The tech world is advancing at an insane pace, and some processes just feel outdated,” she said, particularly citing email automation and personalization.

• Salesforce pros

  • Highly customizable with extensive integration options
  • Strong data analytics and reporting capabilities
  • Robust support from Salesforce and TargetX teams
  • Application review tool is particularly strong

• Salesforce cons

  • Requires significant IT resources to implement and maintain
  • Complex interface with multiple UI versions
  • Additional costs for Salesforce user licenses
  • Not suitable for institutions without technical staff

Best Fit 

Large institutions with dedicated IT resources and complex integration needs. Salesforce works best when institutions can invest in both the platform and the technical expertise to customize and maintain it.

3. Element451: The Rising Challenger

Capturing 25% of our poll responses, Element451 has gained significant traction as a more user-friendly alternative. Newer to the market, this CRM has attracted institutions looking for out-of-the-box functionality and stronger marketing capabilities.

The platform stands out for its measurement tools and marketing features, including plug-and-play landing pages and advanced automation. “What Element451 is doing is really smart,” says Shane Baglini, senior director of marketing and recruitment at Muhlenberg College. “They’re taking the admissions and enrollment functions that Slate does well, providing that functionality out of the box, and offering a suite of tools for higher ed marketers in one solution.”

• Element451 pros

  • Strong all-in-one platform replacing multiple systems (application, marketing, CRM)
  • Exceptional customer support with live chat and quick problem resolution
  • User-friendly interface requiring minimal technical expertise
  • Paperless application processing with strong tracking capabilities

• Element451 cons

  • Significant learning curve during initial setup
  • Higher price point for the full suite of features (starting at $40k annually)
  • Some processes can be inconsistent
  • Young platform still adding core features

Best Fit 

Institutions seeking strong marketing capabilities without extensive IT resources. Element451’s emphasis on user-friendly interfaces and robust support makes it particularly attractive for smaller teams that need recruitment and marketing tools in one platform.

Implementation Considerations

Successful implementation requires careful planning and resources, no matter which platform you decide is the best CRM in higher education for your needs. 

“Make sure you have plenty of time to test and test and test again,” Brini said. Her team needed months of dedicated IT support just for integration with existing systems, and not every school has the resources or bandwidth to do so.

Four key factors determine implementation success.

1. IT Resources: Whether in-house or through vendor support, technical expertise is crucial
2. Training Timeline: Plan for several months of onboarding and regular follow-up sessions
3. Data Migration: Moving from legacy systems requires careful planning and validation
4. Staff Buy-in: Regular training sessions and clear communication help ensure adoption

Before starting implementation, assess your institution’s resources and set realistic timelines. Remember that even an out-of-box solution requires significant staff time and attention to launch successfully.

How to Choose Your CRM

While Slate appears to lead in market share, choosing the best CRM in higher education for your circumstances requires looking past popularity. 

“When selecting a CRM, it’s not only about who’s most popular,” Brini said. “You really need to focus on what’s your goal and how much you can invest, as well as how much staff you have that you can rely on.”

The future of higher ed CRMs is increasingly tied to artificial intelligence, too. As Brini cited, “The solutions that will be able to integrate AI and personalize interactions will have a tremendous competitive advantage.” 

When evaluating platforms, consider not just current needs, but future capabilities. Start your selection process by assessing available IT resources and support, current pain points and must-have features, implementation timeline and staff capacity, and budgets for both platform and personnel to identify the best CRM in higher education for your institution.