Salesforce is American University's new Customer Relationship Management (CRM) system, providing state-of-the-art admissions and marketing capabilities that empower American University staff to serve prospective students better. Salesforce provides a single centralized platform for storing and managing data. This means that American University staff will be able to access student data more quickly and easily, streamlining the time from application to enrollment. 

Salesforce also helps with automating the application review process by highlighting and identifying candidates that meet specific criteria, which aids the admissions teams in determining the best candidates for admission quickly.

The transition to Salesforce and the retirement of Recruit involve multiple phases for both Undergraduate and Graduate admissions.

Undergraduate Admissions
Phase One for Undergraduate Admissions launched successfully on December 20, 2023, with Decision Day set for March 2025. We're thrilled to announce that Phase Two of Undergraduate admissions went live in June 2024. 

Graduate Admissions
Phase One for Graduate Admissions focused on the College of Arts and Sciences, School of Public Affairs, School of International Service, and the School of Communication programs and went live in February 2024.

Phase Two went live in July 2025, expanding Graduate Admissions to include the Washington College of Law and Enrichment Pathways. Enrichment Pathways consists of the English Language and Training Academy, GAP Program, and Washington Semester Program. This expansion enables more schools and programs to benefit from Salesforce's centralized platform, advanced application review tools, and streamlined workflows.

Stay tuned for further updates as we continue to enhance the admissions experience across American University.