John Neal, president of Ottawa University says that Ottawa's goal is to remain "nimble" and increase services.

While private colleges and universities may be competing for the pool of students out there, many of the school leaders see an expansion of that pool-some more, some less. Looking at the silver lining behind the black economic cloud, Darling of Rockhurst says, "An increase in college and university enrollments typically occurs whenever there is an economic downturn in the U.S." He also notes that there is an increased total number of graduates from high schools coming into the pool and a growing demand for continuing adult education.

Lambert adds, "The pool of traditional college-age students is expanding, driven by growth in underserved minorities. These students and their parents value options in undergraduate education." Carey says of Hispanic and minority students that they "will have the ability to complete a college degree but will not be as academically prepared as a group to begin their college careers." Of the students whose ethnic origins are known, 16 percent at Missouri public institutions are minorities compared with 22 percent at private schools.

The DeVry Institute of Technology recognizes the value of diversity in its mission statement, which is "to provide high-quality career-oriented higher education programs in business and technology to a diverse student population." The mission statement sets DeVry apart from liberal arts colleges in terms of identifying it as one of those degree-granting private institutions offering a specific skills set.
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