It’s become commonplace to hear about declining enrollments in colleges and universities worldwide, a trend that has been forecasted for years based on demographic shifts and birth rates. Yet, despite these predictions, many are now taken aback by the current reality. In response, higher education administrators have adopted various strategies to mitigate bottom-line deficits.
Some have sought external consultants to enhance marketing and admissions efforts, while others have outsourced enrollment management to agents or technology-driven aggregators. Technology investments, particularly in algorithms for enrollment solutions, have also been explored. Concurrently, cost-cutting measures, including staff reductions and institution closures, have been implemented.
Looking forward, here are five straightforward and cost-effective suggestions to address these challenges:
Suggestion #1: Engage Your Best Marketers
Administrators should tap into the insights of their best marketers—current students, accepted applicants who didn’t enroll, and alumni. By asking simple questions about enrollment decisions, retention factors, and graduation outcomes, institutions can gain invaluable feedback directly from those most affected.
Suggestion #2: Focus on Transfer Students and Non-Completers
Shift attention beyond first-year enrollments to include transfer students and those who started but did not finish their studies. These groups represent untapped potential and opportunities for re-engagement.
Suggestion #3: Embrace Vision Planning Over Strategic Planning
Incorporate a vision for the institution in the age of AI and evolving educational landscapes. Administrators should articulate a clear vision that not only addresses the challenges posed by AI but also leverages its potential for enhancing educational experiences.
Suggestion #4: Foster Collaborative Alliances
Promote collaboration over competition by forging alliances with other institutions. Joint programs and collaborative initiatives can attract diverse student populations and expand educational offerings.
Suggestion #5: Diversify Your Advisory Table
Include key stakeholders beyond traditional roles in marketing and admissions planning. Invite perspectives from chief innovation officers, researchers, registrars, financial aid directors, career counselors, and alumni officers to enrich strategic discussions and planning.
Enrollment challenges in higher education are perennial, but by implementing these suggestions and leveraging diverse perspectives, institutions can adapt and thrive amidst evolving educational landscapes.
