Last summer, U.S. News & World Report published a report about colleges on the rise, written to highlight key trends among colleges that appear to be thriving during an otherwise bleak season.  

It's no secret that as a result of the COVID-19 pandemic, some colleges are suffering. Many are feeling the repercussions of declining enrollment, the Great Resignation, and a general distrust of the value of a college degree. Additionally, a growing number of students have reported difficulties returning to the traditional models of learning, on-campus living, and academic expectations. 

So what are the factors that truly set apart some colleges? Which strategies help them to thrive in the ever-changing academic landscape? (Hint: It's not the ones trying to keep afloat by doing business as usual.)

Factors that Support College Growth This Year (and Beyond)

The higher education market is a competitive landscape, and colleges and universities of all sizes have to innovate in order to attract new students. Modern techniques should make way for student personalization, which enables schools to adopt a “student first” mindset when it comes to attracting and retaining new learners.

To grow successfully in 2023, college and university decision-makers must take note of the following three strategies. 

At the start of 2022, there were 1 million fewer students in college courses than before the pandemic began. To counter these drops, the most successful schools are doing something about it by removing barriers to enrollment and retention. 

Implementing mobile-friendly applications or removing essay requirements are helping to speed up the application process for students who may otherwise get confused or overwhelmed. And standardized-testing scores, which do not paint a thorough picture of a student, have been decreasing in popularity in schools nationwide. 

In practice, we've seen this benefit schools like Southeast Missouri State University, which went test-optional and experienced a 13% increase in applications from 2020-to 2021. Enrolling direct admissions recipients is another way to generate new interest and growth.

With direct admissions, students have fewer application barriers and, therefore, more incentive to seek higher education. But colleges can't stop at the application stage. Today's students are different. They have new expectations and views around higher education and the workforce. 

The institutions that succeed are the ones that will consider the needs of today's students by offering non-traditional degrees, certificates, credit for work experience, and similar options.

The unifying thread behind the removal of these barriers is the goal of creating what The Chronicle of Higher Ed calls a “seamless online student experience.” Such tailored experiences meet students where they are, increase collaboration among campuses, and personalize the level of support that students receive.


2. Focusing on Equity and Social Mobility

Mamie Voight, president and CEO of the Institute for Higher Education Policy, noted that colleges focused on breaking the traditional barriers that have long kept underrepresented students under-served have had more success in retaining students and even re-engaging dropouts.

Successful institutions are foregoing long-held higher education policies and making every effort to ensure students who have earned degrees receive them. More robust fulfillment practices mean that some colleges are going back and auditing student degrees so that students who meet requirements receive their degrees (even if they are missing paperwork or have financial account holds). 

These schools are using data for the sake of equity. This is just one of the ways we're seeing the use of AI as a means to unbiased higher education policies.

While many might cite enrollment trends, the American Association of Colleges and Universities focuses on increases in graduation rates, social mobility, and the closing of equity gaps. In addition, we pay attention to curricular innovation; access for all students to High Impact Practices, such as internships, first-year seminars, undergraduate research, and study abroad; and the implementation of holistic advising. —U.S. News & World Report

Others, like partner institution Rivet School, are helping adults complete their degrees with one-on-one support in accelerated time frames to get into the workforce quickly and earn a paycheck sooner.

As the landscape of higher ed changes, so does the demographic of the average student. Experts predict that the next generation of college students will be low-income and from traditionally underrepresented cultural groups. It will be crucial for more schools to adopt similar equitable practices to increase the social mobility for their students.

Today's students aren't satisfied with a school just because it offers their intended major. A truly successful school must provide a robust set of achievements to meet the standards and modern expectations of its students. 

For example, Gen-Z students want to know that their school is making a difference in the world at large. They expect that professors are publishing research, that the college is engaging the community through volunteer work or philanthropy, and that the school is reinvesting in the physical campus. Adult learners may want more proof of a direct pipeline from degree to career with a robust career services department or student testimonials. 

Students drive today's enrollment and retention process, and they expect much more in today’s education climate. Telling your institution's story in a student-centered way is the only way to stand out among schools that will continue to rely on tactics that worked a decade ago. 

The old way of doing business is gone and the new way is here. Are you ready to innovate?

You need a higher ed CRM! Check out our step-by-step guide on what to look for when choosing higher ed marketing and enrollment software.

At Element451, we help schools with software that keeps students engaged and enrolled. Combat enrollment dips by focusing on student-first experiences that make all the difference.

What Makes A College Successful In 2023?

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At Element451 we help schools with software that keeps students engaged and enrolled.