SCUP reaches 737 individual members by 1970 and adds corporate membership category. Higher Education catches its breath and finds itself faced with public apathy or even antipathy. Vietnam aftermath and OPEC oil crisis shake public confidence. Stock market collapse hurts the foundations which have generously supported higher education institutions and associations. SCUP establishes first full-time secretariat in New York.
Membership continues to steadily row but finances are strained.
Higher education administrators see little need for planning after expansion. Proposition 13 and continued recessions bode ill for higher education. Demographic drop in enrollment looms for next two decades. SCUP comes near to collapse and bankruptcy. Planning suddenly popular with institutions as a survival tool.