Most colleges and universities want to create learning environments in which students grow and excel—academically, personally, and socially. It’s important to point out, however, that the ability to keep students engaged throughout their higher education journey isn’t happenstance or sheer good luck. Instead, high retention happens as a result of years of diligent planning, preparation, and strategy.

So what does it take to ensure that student retention rates stay high, even when outside cultural factors, financial concerns, and external obligations weigh heavily on students’ commitment to achieving a degree? Despite some concerning trends, colleges and universities can make positive changes to keep retention high.

On this page, we’ll share everything you need to know about retention. Consider it your full-fledged resource for learning what retention truly is, what current data has to say, and how you can improve graduation rates with practical advice.

What is Student Retention in Higher Education?

In our previous posts on retention in higher education, we’ve established a concise and simple definition of student retention that applies to any size institution, regardless of how many students are enrolled. Let’s recap that definition here:

“The basic definition of student retention is to keep students actively enrolled and participating in their degree program at a college, university, community college, or any other institution of higher learning.” 

As always, at Element451 we believe in promoting a whole-person, student-centric approach to higher ed engagement. What does this mean, exactly? It implies that the truest definition of student retention includes more than disjointed analytics and numerical findings. Real-world retention must instead reflect an institution’s commitment to the holistic well-being and growth of each student that enrolls—from admission to graduation and beyond.

While it’s true that retention rates must look at whether or not students stay enrolled in their degree program, productive initiatives must also focus on cultivating a sense of belonging, encouraging academic skills, and providing in-depth support throughout the student journey or lifecycle. 

By addressing the complex factors that influence students' persistence, universities can empower learners with skills that help them overcome obstacles and unlock their full potential.

What Does College Student Retention Data Show?

According to Inside HigherEd, one of the most significant blows to modern student retention happened during the COVID-19 pandemic. During the 2021 academic season, schools of all sizes and specialities were hard hit. IHE reports that in terms of retention data, “college and university enrollment nationwide fell by 651,774 students (a decline of more than 3 percent) from fall 2019 to fall 2020, according to data from the U.S. Department of Education’s National Center for Education Statistics.”

As a result of these drops (which were particularly prevalent among certain student demographics and in community colleges), institutions had to work on connecting students back to the enrollment process. Recruiting and admissions teams have had to invest in new ways to attract prospective students.

But good news is on the horizon. Schools like George Washington University (GWU) have reported notable upticks in enrollment and persistence in the past year, with positive increases in freshman retention rates. For some universities, the current data represents the turning of an important corner in a post-pandemic higher ed realm.

Variables that Influence or Predict Student Retention in College

Just as no two students are the same, there are multiple variables that affect (and even predict) whether a student will follow-through to graduation. Although it’s important not to typecast students or limit their potential abilities, understanding these factors can help advisors and staff build better programs and support networks.

The variables below may help predict or shed light on how likely students are to persist.

• Academic preparation – How ready is the student for the rigor of collegiate life? Are they entering school at a level that’s comparable with peers and fellow classmates? The more academic difficulties that learners experience, the more student resources they'll need to eventually earn a degree.
• Financial background – Regardless of a student’s academic standing, financial stability significantly impacts retention rates. That’s because when students struggle to obtain adequate financial means (through loans, scholarships, or other options), staying enrolled may not be feasible or responsible.
• Community inclusivity – Today’s college students want to know that they are accepted, welcome, and a part of something bigger. When a campus welcomes diversity and encourages participation from students of different backgrounds, retention rates are more likely to rise.
• Student engagement – Engagement is a soapbox that we’ll always stand on, simply because it has a direct influence on how a student perceives their university experience. To increase student retention, educational institutions also need to carefully measure engagement both in and outside of the classroom. 

6 Ways to Improve Student Retention at Your College or University

Even though retention is only one piece of the higher education engagement puzzle, there’s no denying the truth—it’s a big one. When students don’t complete their selected degree program, it has implications later on for nearly every area of their lives in the future. Improving student retention starts from the very first day at student orientation, and it continues throughout the collegiate journey.

For administrators and school leaders, knowing what to do and how to help reverse negative retention trends is extremely beneficial, both for students and the institution itself.

Intervene Early with Targeted Support Programs

Early identification or “red flag” systems can more adequately identify students who may be at risk of dropping out of their degree programs. Some of these programs may already be active and in place. They can include academic advising, tutoring support services, and mentorships for academic and personal challenges. 

The goal with early intervention is always to provide assistance before problems spiral out of control and become too overwhelming for students to handle.

Improve Student Retention with a Personalized Admission Process

The more hands-on that recruiters, admissions counselors, and enrollment staff are from the very early days, the easier it is to encourage persistence. Personalization leads to getting to know the student at a deeper level and being able to identify concerns that would make degree completion harder. 

With a student engagement platform like Element451, admissions staff can have proactive conversations with students about possible roadblocks and barriers to success. This information syncs directly to the students’ profile to help everyone stay in the loop. 

Address Student Financial Concerns 

For many students, attending college is one of the most significant financial decisions they’ve ever made. As a result, schools must have a plan to address financial barriers by providing clear information about financial aid, scholarship opportunities, and payment choices. 

To take it one step further, colleges should also consider offering financial literacy programs to help students manage finances more effectively. Reducing financial stress can greatly change how students feel about multi-year degrees and can positively impact retention rates. 

Build a Thriving Campus Community

Student integration is the process of building a sense of belonging and community on any given college campus. To achieve this, school leaders should encourage students to get involved with clubs, organizations, sports, and extracurricular events. As students develop positive peer relationships and feel at home in the midst of campus life, they’re more likely to think about college persistence in positive ways—even when times get tough.

Clearly Communicate All Student Support Options

Many colleges and universities (especially well-funded ones) have expansive support options available to students. These choices are multi-tiered and can help students of any age or level access resources related to academics, mental health counseling, financial well-being, and physical health.

Unfortunately, these programs are only effective when students know how to access and use them. Run informational engagement campaigns to inform students about where to turn when they need help, support, or basic advice.

Offer Adaptive, Flexible Learning Experiences

Even before a global pandemic, most universities were looking at ways to stay competitive in a crowded market. More often than not, this process encouraged schools to build a complex library of highly flexible course formats, including remote and hybrid learning options to enable students to learn in unique ways.

Nowadays, it’s more vital than ever to craft specialized learning experiences that meet individual student needs, preferences, and expectations. Colleges can achieve this by offering flexible paths to degree attainment and success and by expanding access to online courses, part-time schedules, or competency-based education. Additionally, academic staff members must be willing to accommodate diverse student schedules and learning styles in order to increase persistence rates and drive retention efforts forward.

Retention Metrics for Colleges and Universities

To better understand student retention in a specific context, calculating some essential metrics is key. Although it’s not advisable to reduce student performance down to a single number or data point, the goal is always to spot red flags early on. To do so, have a plan and timeline in place for gathering the following metrics and knowing how to use or interpret them.

• Retention rate – Retention rates are calculated annually by dividing the number of retained students by the number of enrollments. This percentage helps school leaders visualize how many students stick with their enrollment commitments. It’s important to scan for multi-year trends or retention “red flags” among student cohorts.
• Predictive risk scores – Predictive risk assessments give institutions an early warning when students are at-risk of non-completion. Institutions typically decide their own benchmarks for risk analysis, but the goal is to establish an alert system when students start to struggle academically or socially.
• Time to degree – The “time-to-degree” measurement is a reflection of how long it takes students to fulfill a degree plan. Although most general education degrees are marketed as four-year plans, it could take students longer by a semester or more. Longer degree completion rates may introduce more obstacles and therefore decrease student retention.
• Withdrawal rate –  When looking at withdrawal rate, the options are by course and by degree plan. This metric shows how many students withdraw from either option before obtaining a final grade in the class or their degree. If patterns emerge, extra support could be needed in specific areas.

Student Retention Resources from Element451

At Element451, we offer modern higher education resources and online discussions for leaders that truly care about student engagement. From regular blog posts to webinars with industry leaders, you’ll find comprehensive resources on topics that matter most when it comes to student life, engagement, and success.

Check out the resources below to expand your knowledge on current best practices, insights, and retention advice.

• Blog: What is Student Retention in Higher Education?
• Blog: What is Student Success in Higher Education?
• Solution: Student Success and Engagement
• Student Engagement Trends and Statistics from Element451
• Webinar: How Chatbots Increase Engagement and Retention

Frequently Asked Questions about Improving Student Retention

Now that we’ve taken a high-level look at student retention in higher education, let’s focus on some of the most common questions. 

Why is student retention important in the college setting?

Retention is absolutely life-changing for students who invest substantial time, money, and effort into achieving a degree. With the high cost of college attendance and degree attainment, it’s important for students to obtain the degree they sought during the initial enrollment process. On the institutional side of things, higher retention rates boost a college’s reputation and sense of community. As students become more successful, schools also stand to benefit in terms of greater investments, revenue, and stability in the community. 

How does Element451 support schools to retain students?

Element451 is an intuitive platform that helps higher education institutions keep students more engaged. The personalization process starts from the very first inquiry or conversation and carries students through until graduation. With Element451, institutions can easily deliver targeted messages and communication to students based on interests, preferences, and behavior. Additionally, AI-powered features use data to help leaders gain a deeper understanding of student behavior and provide 24/7 support every step of the way.

Should students take ownership of their own retention journey?

Of course, students should always take an active role in their own education, particularly one that they’re paying for. As members of the college and academic community, students do need internal motivation to succeed in their studies and grow in relationships with others, particularly on a vast college campus.

While that’s the case, institutions also need processes in place to encourage and support student persistence. Academic, relational, and professional avenues help students reach their intended goals without getting off course in the midst of a full degree. 

What’s the difference between retention and persistence?

Retention is usually expressed as a percentage or rate, and it refers to the number of students who successfully remain enrolled in a degree program. 

On the other hand, persistence is often seen as a value and commitment to achieving an academic goal. In contrast to retention, persistence doesn’t have to be connected to any particular college or university; it can simply mean that a student desires to complete a post-secondary degree and does so in due time, at any college or university. 

Create Modern Student Retention Strategies

Although you can’t always eliminate the pain points and learning curves that college students face, you can certainly make their journey easier. Empowering student success through proactive alerts, interactions, and personalization results in more students who achieve their academic and professional goals.

Do you have the most intuitive platform to assist students on the path to a degree? Let’s chat. 

>> Schedule an Element451 demo today. <<