National Association for College Admission Counseling

What National Association for College Admission Counseling does

The National Association for College Admission Counseling (NACAC) is a 501(c)(3) nonprofit professional membership association headquartered in Arlington, Virginia, founded in 1937 as the Association of College Admission Counselors and renamed in 1995. It serves 28,000+ college admission counseling professionals globally across six primary customer segments: postsecondary admission officers, secondary school counselors, independent educational consultants, community-based/college access organizations, higher education institutions that participate as college fair exhibitors, and corporate organizations providing admission-related products and services. The association is governed by an elected Board of Trustees and led by CEO Angel B. Pérez, appointed in 2020, who has driven membership growth from ~15,000 to 28,000+ and redefined the mission as "Empowering college admission counseling professionals through education, advocacy, and community."

NACAC's core service portfolio spans membership tiers (institutional, individual, and associate categories priced $125–$1,250 annually), signature events (Annual Conference, Guiding the Way to Impact, Guiding the Way to Inclusion, 50+ college fairs serving ~110,000 students from 10,000+ high schools, plus Global Universities Fairs in London, Shanghai, and Delhi), professional development (certificate programs, webinars, on-demand eLearning, NACAC Learn LMS), and research/publications (State of College Admission report, Journal of College Admission, Fundamentals of College Admission Counseling textbook 6th edition). Digital infrastructure includes the NACAC Engage community platform launched in 2023 and a College Matchmaking Service. Revenue is generated across five streams — recurring membership dues, college fair exhibitor transaction fees, conference/event registration, professional development fees, and grants/philanthropy (>$2.5M from Lumina, Kresge, Strada, Stuart, and Gates foundations).

The business model is distributed across 23 affiliate organizations (state, regional, and international) and 34 Special Interest Groups, with no single customer concentration and pricing tiered to organization type and staff size. Recent strategic emphasis under CEO Pérez has been on innovation (the Center for Innovation in College Admission, established with a Lumina Foundation planning grant and the largest individual gift in NACAC history), governance modernization, international expansion, and equity-focused programming in the wake of the U.S. Supreme Court decision on race-conscious admission. NACAC is positioned as the recognized authoritative voice for college admission counseling in U.S. media and federal policy but does not operate a proprietary technology platform as its core business.

Name

National Association for College Admission Counseling

Legal name

NATIONAL ASSOCIATION FOR COLLEGE ADMISSION COUNSELING INC

Website

https://nacacnet.org

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

51–100 employees

Short description

The National Association for College Admission Counseling (NACAC) is a 501(c)(3) nonprofit professional association serving 28,000+ college admission counseling professionals globally. Founded in 1937, it delivers membership, professional development, college fairs, research, and advocacy across 23 affiliate regions.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

akta.pro secondary industry

Customer/User Conferences & Client Advisory Boards (THAHAMAD)

Keywords

• College admission counseling
• Professional membership association
• Education professional development
• College fair programs
• College access advocacy

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Dues: NACAC generates primary revenue from membership dues across multiple categories including postsecondary institutions ($555-$1,225 based on staff size), secondary institutions ($330-$760), individual members ($135-$235), corporate organizations ($725-$1,250), nonprofit organizations ($600-$1,000), and student associates ($125). The membership year runs January 1 through December 31.
2. College Fair Exhibitor Fees: Revenue generated from colleges and universities exhibiting at NACAC National College Fairs. Member institutions pay $770 (early bird) or $825 (regular) for National College Fairs; non-members pay $990 or $1,045 respectively. STEM College Fair exhibitor fees are $550 for members and $600 for non-members.
3. Conference and Event Registration: Revenue from NACAC Annual Conference registration, Guiding the Way to Impact (GWI) conference, and other professional development events. Includes registration fees for educational sessions and workshops.
4. Professional Development Programs: Revenue from professional certificate programs, eLearning courses, and webinar access. While members receive complimentary webinar access, associate members receive discounted eLearning access. Certificate programs provide revenue through registration fees.
5. Philanthropy and Grants: NACAC receives significant grant funding from foundations including Lumina Foundation, Kresge Foundation, Strada Education Foundation, Stuart Foundation, and Bill & Melinda Gates Foundation. The organization has received more than $2.5 million in grants and philanthropy supporting innovation initiatives and research programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels15 records

Core offering

NACAC is a nonprofit professional membership association that sells annual memberships to colleges, universities, secondary schools, corporations, nonprofits, and individual counseling professionals. Beyond membership, it operates a year-round portfolio of paid events including the Annual Conference, Guiding the Way to Impact, Guiding the Way to Inclusion, and the National College Fairs program (in-person, virtual, STEM, Performing and Visual Arts, Global Universities Fairs), as well as certificate programs, publications, and research reports serving college admission counseling professionals worldwide.

Product overview

The National Association for College Admission Counseling (NACAC) operates as a professional membership association rather than a traditional product company. Its core offerings center on membership services, professional development, events, and advocacy for college admission counseling professionals. The primary service portfolio includes: (1) NACAC College Fairs – in-person and virtual college fairs connecting prospective students with nearly 1,500 colleges/universities, including specialized STEM, Performing & Visual Arts, and Global Universities Fairs; (2) Signature Events – the annual NACAC Conference and Guiding the Way to Impact (GWI) conferences; (3) Professional Development – certificate programs, webinars, on-demand eLearning courses, and publications including The Journal of College Admission and the annual State of College Admission report; (4) Member Platforms – NACAC Engage (digital community), NACAC Learn (LMS), and the Career Center job board; (5) Research & Resources – College Openings Update, Fundamentals of College Admission Counseling textbook, and advocacy toolkits; and (6) Innovation – the Center for Innovation in College Admission serving as a research incubator. The organization is structured around serving its 28,000+ members through community, education, and advocacy rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Center for Innovation in College Admission: A future-focused research incubator of ideas designed to be the epicenter of innovation in college admission, focusing on redesigning admission practices with equity and access as the goal.
• Guiding the Way to Inclusion (GWI)
• NACAC College Fairs
• NACAC Engage
• State of College Admission
• Journal of College Admission

Products and services

• NACAC Membership (Institutional and Individual) Annual membership subscriptions providing the institutional or individual member with access to NACAC's professional development programs, the NACAC Engage digital community, the Journal of College Admission, advocacy representation, and member pricing on events.
• NACAC Annual Conference NACAC's signature annual conference held in rotating locations for college admission counseling professionals, featuring education sessions, keynote speakers, networking, and a concurrent Access College Fair.
• Guiding the Way to Inclusion (GWI Inclusion) Conference Annual conference dedicated to diversity, equity, and inclusion in college admission, bringing together professionals committed to championing the needs of diverse students through small-group sessions, mentorship, and networking.
• Guiding the Way to Impact (GWI) Conference Annual professional development conference for college admission counseling professionals featuring keynote speakers, education sessions, small group sessions, roundtable discussions, and networking opportunities.
• NACAC National College Fairs Flagship in-person and virtual college fair program connecting prospective college students with nearly 1,500 colleges and universities across 50+ annual fairs in the US and internationally.
• NACAC STEM College Fairs Specialized college fairs focused on Science, Technology, Engineering, and Mathematics programs, expanding NACAC's reach to students interested in STEM fields.
• NACAC Global Universities Fairs International college fairs held outside the United States including London, Shanghai, and Delhi, expanding NACAC's global engagement with prospective international students and US-bound students.
• Professional Certificate Programs Credential-bearing certificate programs covering core concepts, emerging leader skills, budget management, data-informed recruitment and territory management, international advocacy, and admission funnel optimization for college admission counseling professionals.
• The Journal of College Admission Quarterly professional magazine published by NACAC featuring thought leadership, research, and best practices in college admission counseling.
• State of College Admission Report Annual research report providing comprehensive analysis of college admission trends, policies, and practices in the United States.
• Fundamentals of College Admission Counseling Comprehensive textbook published by NACAC providing school counseling and admission practitioners with essential knowledge and skills to support students and families in postsecondary planning and college enrollment.
• College Openings Update Annual directory published each spring listing colleges that are still accepting applications beyond traditional commitment dates for the fall semester, providing students with expanded college options.
• NACAC Engage Digital membership community platform providing members a space to connect, share information, join community groups, pose questions, and engage in thought leadership.
• NACAC Career Center Job board and career resources platform providing hundreds of career opportunities for members to build relationships and advance careers in college admission counseling.
• Center for Innovation in College Admission Future-focused research incubator established by NACAC to develop new admission practices and infuse the field with innovation, focusing on redesigning admission with equity and access as the goal.

Quantifiable outcome

• Nearly 110,000 students served through college fairs in 2023
• +4 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered minor and core.

• Khan AcademyminorStrategic or Co-development Partner · 30 March 2026Presented Khan Academy's Dialogues platform for evaluating civil discourse skills at NACAC's inaugural Center for Innovation in College Admission summit. NACAC emphasized it was not endorsing any products but providing a venue for industry feedback.
• International Big Picture Learning CredentialminorStrategic or Co-development Partner · 30 March 2026Presented the International Big Picture Learning Credential digital transcript for competency-based assessments at NACAC's Center for Innovation summit. NACAC providing venue for industry feedback on developing tools.
• National Association of Student Financial Aid Administrators (NASFAA)coreStrategic or Co-development PartnerCollaborative partnership for the 'Toward a More Equitable Future for Postsecondary Access' report and joint advocacy efforts for federal financial aid policy.
• EducationCounselcoreStrategic or Co-development PartnerPartner for developing strategies and tools for professionals in the wake of the U.S. Supreme Court decision on race-conscious admission. Also collaborated on advocacy efforts.
• Committee for Education FundingminorStrategic or Co-development PartnerAdvocacy partnership coalition pushing for federal education funding.
• Just EquationsminorStrategic or Co-development PartnerPartner for published research on math equity in college admission.
• Civic Nation's ALL INminorStrategic or Co-development PartnerPartner for nonpartisan voter registration drives piloted at NACAC college fairs in Portland and expanded to Atlanta, Providence, Syracuse, and Grand Rapids, registering 200+ new voters.
• Coppin State UniversityminorStrategic or Co-development PartnerCollaborations to expand programming and support for students.
• Georgia Institute of TechnologyminorStrategic or Co-development PartnerCollaborations to expand programming and advance equity-focused admission practices.
• International Career and College Counseling (IC3) MovementminorStrategic or Co-development PartnerPartnership to expand international programming and support for college admission professionals.
• New York UniversityminorStrategic or Co-development PartnerCollaborations to expand programming and advance the profession.
• Northeastern UniversityminorStrategic or Co-development PartnerPartnerships to expand programming and innovation initiatives.
• Sunrise InternationalminorStrategic or Co-development PartnerCollaborations to expand international engagement and programming.
• College Guidance NetworkminorStrategic or Co-development PartnerPartnership providing thoughtful advice and resources for counselors, students, and families through NACAC's member resources.
• 23 Affiliate OrganizationscoreChannel Partner/ Reseller/ DistributorState, regional, and international affiliates including: Dakota ACAC, Great Plains ACAC, Hawaii ACAC, Illinois ACAC, Indiana ACAC, International ACAC, Iowa ACAC, Kentucky ACAC, Michigan ACAC, Minnesota ACAC, Missouri ACAC, New England ACAC, New Jersey ACAC, New York State ACAC, Ohio ACAC, Pacific Northwest ACAC, Potomac & Chesapeake ACAC, Pennsylvania ACAC, Rocky Mountain ACAC, Southern ACAC, Texas ACAC, Western ACAC, Wisconsin ACAC. These affiliates broaden geographic representation through partnership programs.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National Association of Student Financial Aid Administrators (NASFAA): NASFAA is a peer professional association serving financial aid administrators. NACAC has a documented collaborative partnership with NASFAA on the 'Toward a More Equitable Future for Postsecondary Access' report, confirming they serve overlapping constituencies in college access.
• American Association of Collegiate Registrars and Admissions Officers (AACRAO): AACRAO is the closest direct peer—a professional membership association serving registrars and admissions officers at postsecondary institutions. Both NACAC and AACRAO provide conferences, publications, and professional standards for the same institutional ecosystem.
• American School Counselor Association (ASCA): ASCA is the primary professional association for school counselors, a core NACAC member segment. Both organizations provide professional development, ethical guidelines, advocacy, and conferences for K-12 and postsecondary counseling professionals.
• Independent Educational Consultants Association (IECA): IECA is a leading professional association for independent educational consultants serving college-bound students. Like NACAC, IECA provides credentials, ethics standards, and professional development for college counseling professionals.
• Higher Education Consultants Association (HECA): HECA is the professional association for independent educational consultants, one of NACAC's defined customer segments. Both serve IECs with ethical guidelines, professional credentials, and conferences in college admission counseling.

Broad incumbents

• National Association of Independent Colleges and Universities (NAICU): NAICU represents private nonprofit colleges and universities, a major constituency of NACAC's institutional members. Both organizations conduct federal advocacy and provide member services to overlapping institutional segments.
• NCAA: The NCAA is a large, well-resourced education-related membership association operating conferences, research, and advocacy. While focused on athletics, the NCAA demonstrates the scale and operating model of a large nonprofit membership association in the education sector.
• American Council on Education (ACE): ACE is the major coordinating body for U.S. higher education institutions, representing college and university presidents. Like NACAC, ACE conducts policy advocacy and convenes the higher ed community, but at the institutional leadership level rather than admission counselors.
• College Board: College Board operates SAT, AP, and the BigFuture college planning platform, sitting at the center of the college admission ecosystem that NACAC's members serve. While not a membership association, College Board competes for influence over admission practices and student-facing college search.
• National Association of Independent Schools (NAIS): NAIS serves independent K-12 schools, which include secondary school counselors that are NACAC's primary member segment. Both associations provide conferences, professional development, and ethical guidelines for their respective school communities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nacac
• Facebookfacebook.com/nacacnet.org

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about National Association for College Admission Counseling