San Francisco Bay University (SFBU), a small nonprofit university near Silicon Valley, serves a mission-centered population of first-generation and low-income students. But like many smaller institutions, SFBU struggled with disconnected systems and paper-based processes that slowed operations and limited growth. To support domestic enrollment expansion, the school adopted Salesforce not just as a CRM—but as a full Student Information System (SIS)—bringing together recruiting, admissions, financials, and student records on one connected platform.