College enrollment decline has become a pressing challenge for higher education institutions of all types—from large public universities to smaller private colleges and community colleges. These struggles highlight the critical need to attract and retain students for the long-term success of campuses nationwide.

While the higher education landscape continues to evolve, there’s room for optimism. By adopting strategic marketing approaches and addressing key challenges head-on, institutions can combat enrollment declines and remain competitive.

In this post, we’ll break down the causes behind enrollment challenges and share actionable recruitment strategies to help you turn obstacles into opportunities.

Are Colleges Facing A Decline In Enrollment?

It would be remiss to discuss falling college enrollment without acknowledging the COVID-19 pandemic. Beginning in spring of 2020, higher education institutions were forced to accommodate distance and remote learning—even if they never had to do so previously. 

Even as a global pandemic reshaped the nature of in-person learning, admissions numbers at colleges and universities were already in a state of decline, with fewer students pursuing and completing degree programs. These dips affected institutions differently, and across the board, data illustrates that community colleges and low income students suffered the worst.

Both financial and academic studies have revealed an important finding and trend in college education—many students are moving away from the traditional college path and opting for trade schools or the workforce. The higher education system must be aware of these preferences in order to make academic offers more compelling and to beat back a sharp and persistent decline. 

Despite several challenges over the past five years, some sources report that undergraduate student enrollment numbers are finally looking up. For example, the National Student Clearinghouse Research Center reports that the enrollment dip was reduced to less than 1% overall.

While this is positive news for schools that have been struggling to attract new recruits, there are many other aspects to keep in mind. International student enrollment is lower in 2023 than in years past. 

Many higher education experts support a kind of “cautious optimism” about future enrollment. The reason for this? While this is a return to normalcy, the student numbers seen prior to the 2019 academic year are still hard to come by. 

Reasons Why College Enrollment Is In Decline

Declining enrollment isn’t simply the result of one major historical event or trend. Traditional undergraduate enrollment has seen a notable decrease over the last decade, and experts point to many reasons why this is the case.

• Rising costs and financial commitments to obtain a college degree – The financial burden of obtaining a degree continues to grow, with tuition and living expenses discouraging many prospective students. Increasing awareness of student loan debt and its long-term impact has led students to seek alternatives such as trade schools or entering the workforce directly.
• Expanded online options – While online degrees offer flexibility and accessibility, they also reduce the need for a physical campus experience. This shift has led some students to opt for remote programs over traditional in-person options, changing the dynamics of student engagement.
• Shifting need for degrees – Although this trend has yet to be proven universally, some companies may eventually choose to make hiring decisions based on technological skills and background instead of degree completion or college programs. Over time, this could further dissuade students from pursuing an official degree instead of job and life experience.
• High school graduates are taking more time – More high school graduates are taking gap years to explore life experiences, travel, or work. This trend delays their entry into postsecondary education and increases the competition for colleges to attract them once they decide to enroll.
• Slower economic growth – Economic challenges like inflation, recession fears, and stagnant wages make higher education less financially viable for many families. This disproportionately affects middle-class and low-income students, further widening access gaps.

Consequences of College Enrollment Decline

Financial Strain on Institutions

Lower enrollment directly impacts tuition revenue, leading to budget cuts that affect programs, faculty, and campus facilities. This financial strain can compromise the quality of education and services offered.

Decreased Diversity

Enrollment declines often disproportionately affect underrepresented groups, reducing campus diversity. This loss diminishes the richness of perspectives and experiences that benefit all students.

Shifts in Campus Life and Resources

Smaller student bodies mean fewer resources allocated to student services, extracurricular activities, and campus programs. This diminishes the overall college experience and can deter future applicants.

How Higher Education Can Combat the College Enrollment Decline 

For marketers, recruiters, and admissions professionals, the responsibility to keep numbers moving in the right direction (and produce a new generation of college graduates) can feel daunting. But there is a light at the end of the tunnel. According to the National Student Clearinghouse Research Center (NSCRC), enrollment numbers bounced back in the recent fall 2022 semester.

There is always an opportunity to capture interest and construct compelling marketing campaigns geared toward new students considering a college degree. To stay mindful of the overall undergraduate enrollment landscape, take the following considerations into account. 

Improve Affordability

Reducing financial barriers is one of the most effective ways to attract and retain students. Begin by clearly highlighting available scholarship opportunities, tuition discounts, and work-study programs across all communication channels, including your website, social media, and admissions materials. Transparency is key—students and their families should be able to quickly understand what financial support is available and how to access it.

Consider offering tailored financial aid packages designed to align with students’ career aspirations. For example, partner with local businesses, nonprofits, or industry leaders to create scholarships or grants that support students pursuing specific fields of study. These partnerships not only reduce costs for students but also strengthen community ties and create pathways for employment post-graduation.

Additionally, explore innovative payment plans, such as deferred tuition models or income-share agreements, which reduce upfront costs and provide students with more flexibility. By presenting affordability as a core value of your institution, you’ll demonstrate your commitment to making higher education accessible to all, regardless of financial background.

Use Personalization in Your Marketing Efforts to Get Students Enrolled

Personalization means delivering unique messages to prospective students at each stage of the admissions journey. College-aged students may be inundated with communications and messages from many institutions at one time. It’s therefore important to help your content stand out through personalized persuasion.

Personalization necessitates having a more complete understanding about the individual student. This requires reliable, organized data that helps you deliver better messages in response. 

Personalized marketing is built upon having a working relationship with a prospective student, and it goes beyond simply treating that student as a number in line.

Build Efforts Around the Student (Not Around Your School)

Higher education consulting firm EAB reveals that future students are 50% more likely to respond to recruitment initiatives when the content is student-focused, rather than centered on the school itself. Maintaining a student-centric focus can significantly change the trajectory of a marketing plan or brand strategy, and its impacts are significant.

Modern students want to be able to see themselves as a thriving member of a college community. When most of the information they receive is only about the school, some of that personal visualization is lost. 

Adapting messages to focus on the student’s needs, goals, and academic objectives can make enrollment seem more enticing and plausible. 

See the Big Picture Within Your Target Audience

To stop declining enrollment in its tracks, make efforts to include more than just the student in your marketing and recruitment initiatives. This means that you should produce and publish content that also speaks to families, parents, and guardians.

By adding these members to your campaigns, you’ll be able to better capitalize on the influence of the most important individuals in a student’s life. Parents are a dominant force in helping new students consider a college degree, complete required processes, and make eventual enrollment decisions.

Meet Students Where They Are—On Mobile

The modern student admissions journey should be viewed as a multi-channel process. Potential students are on-the-go and mobile, and this means that your marketing messages and administrative processes need to be similar. 

Remove roadblocks to enrollment by designing and optimizing all processes for mobile device compatibility. This includes allowing students the ability to learn, apply, and register via mobile channels.

Particularly for students wishing to enroll in online programs, the age of paper and in-person processes is a thing of the past.

Trends and Projections for Future College Enrollment

The future of college enrollment will be shaped by the growing demand for online and hybrid learning models. These options offer the flexibility students need to balance education with other responsibilities, making them essential for modern institutions. Schools that invest in advanced online platforms and virtual learning environments will better meet these needs.

International student recruitment is also becoming increasingly competitive. To attract global applicants, institutions must focus on culturally inclusive environments, multilingual support, and targeted outreach strategies that align with regional preferences.

Career-ready programs are another critical trend. Students are prioritizing education that directly translates into employment opportunities. Institutions offering clear job pathways, internships, and industry partnerships will stand out. Highlighting successful alumni and job placement rates will further strengthen their appeal.

Personalized recruitment is key to future success. Using data to tailor messaging and predict student behaviors builds trust and engagement. Institutions that adopt data-driven strategies can connect with prospective students on a deeper level.

Diversity, equity, and inclusion (DEI) efforts remain a top priority for students seeking values-driven campuses. Schools that actively promote DEI initiatives and foster welcoming environments will gain a competitive edge.

Finally, AI and automation are transforming enrollment strategies. Tools like chatbots and predictive analytics streamline operations, enhance the student experience, and free up staff to focus on personal engagement.

Adapting to these trends requires innovation and a student-first mindset. Institutions that evolve with these shifts will secure their place as leaders in higher education.

Use Element451 To Overcome College Enrollment Decline

Reversing the trend of declining enrollment requires innovative tools and strategies. Element451’s AI-powered CRM and student engagement platform enables institutions to deliver personalized, data-driven campaigns that resonate with prospective students.

With features like automated student experiences, actionable insights, and mobile-first designs, Element451 helps higher education professionals build better relationships and improve enrollment outcomes.

Don’t take chances on your enrollment strategies. Schedule a free Element451 demo today to see how we can help your institution thrive.

Frequently Asked Questions (FAQs):

Are community colleges experiencing the same enrollment decline?

Yes, community colleges have been among the hardest hit, with significant drops in enrollment during the pandemic. Affordability and flexible learning options make them appealing, but economic and demographic shifts have impacted their numbers.

What are the benefits of offering online degree programs in combating enrollment decline?

Online degree programs provide flexibility, reduce costs, and appeal to non-traditional students who cannot commit to in-person classes. Expanding online offerings can attract a broader, more diverse student base.