Membership has been increasing steadily beyond its California roots and now embraces an expanding national representation. Newsletters covering education and business issues related to higher education consultants. HECA facilitates networking among members and mentoring for those new to the profession. Another networking dimension is a directory that parents, counselors, colleges and consultants can order or download from HECA's website. The goal is to work together to strengthen and promote the professionalism of educational consulting.
Professional development is an important focus of the organization.
HECA maintains an active program to represent the higher education profession in the media.