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Education Dive
How 2- and 4-year colleges can boost spring enrollment
Natalie Schwartz
Oct. 14, 2020
Dive Brief:
Two- and four-year colleges can use several tactics to help grow their spring enrollment, higher education experts say.
Community colleges should increase marketing and emphasize their
flexible class times, while four-year schools can remove enrollment
barriers for transfer students, they suggested.
Preliminary reports show undergraduate enrollment fell this fall, a
concerning trend for cash-strapped colleges that have had to invest in
online education and safety measures.
Dive Insight:
Some community colleges and four-year universities have a substantial
number of students start in the spring. But the pandemic has made
enrollment trends challenging to predict.
Undergraduate enrollment dropped year-over-year this fall, especially
at community colleges, according to preliminary reports from the
National Student Clearinghouse Research Center.
Higher ed experts suspect this trend could be driven in part by
low-income students, who may lack funds to attend college during the
pandemic. Student-parents also are struggling as they balance their
education with caring for their children.
Students' pandemic-related challenges could stretch into the spring and
continue to affect enrollment, especially if coronavirus cases grow
unabated in the U.S., higher ed experts said.
But enrollment could improve if some of the most "dire circumstances"
of the pandemic, such as lockdowns, subside, said David Hawkins,
executive director for educational content and policy at the National
Association for College Admission Counseling (NACAC). "As the world
maybe starts to open up a little bit, I do think students are going to
be looking to get back to school," he added.
Community colleges can encourage students to enroll by advertising more
and marketing their flexible class times and relatively low cost
compared to other institutions. That could help them compete with
for-profit colleges, some of which have been targeting scholarships to
students financially struggling during the pandemic.
"For-profits more or less compete directly with community colleges for
a lot of students," Hawkins said. "Community colleges, first and
foremost, need to really speak in a very loud and clear voice about who
they are (and) what they offer."
Four-year colleges, meanwhile, should focus on improving transfer
pathways, including by telling community college students upfront how
many of their credits will transfer. That can lower barriers for
applicants wary of enrolling unless they know which credits will be
accepted and how long it will take to complete their degrees, said
Madeleine Rhyneer, vice president of consulting services and dean of
enrollment management at EAB, an education consultancy.
Easing transfer pathways can also accommodate students who are
switching schools for pandemic-related reasons, such as to be closer to
home. While colleges have been more flexible for students coming
directly from high school, such as by waiving standardized testing
requirements, they "need to start doing the same for things like credit
transfer," said George Spencer Jr., a higher ed professor at the
University of Georgia.
Four-year colleges should also keep tabs on students who delayed
enrollment out of health and safety concerns. Assigning student
ambassadors to periodically check in with those learners can help them
feel connected to the institution, Rhyneer said.
Whether a college teaches classes online or in-person this spring could also impact enrollment, higher ed experts said.
"Institutions have to be — in the back of their minds — concerned about
what yet another virtual semester might do if other colleges are
opening up," Hawkins said. He added that colleges teaching virtually
should keep students engaged with social activities and create
opportunities for them to connect with their instructors.
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