Over the past few years, college enrollment in the U.S. has taken a noticeable dip. From community colleges to four-year universities, institutions are seeing fewer students walking through their doors. This trend has caught the attention of educators, administrators and policymakers, prompting a search for effective strategies to increase college enrollment and address the evolving challenges in higher education.
According to the National Student Clearinghouse Research Center, undergraduate enrollment dropped by 4.1% in 2020, and then by another 3.1% in 2021.1 And it’s not just one type of school — institutions from community colleges to private universities are feeling the impact.
So, why are fewer students enrolling in college, and what can schools do to reverse this trend? Let’s break it down.
Strategies to Increase College Enrollment
With fewer students enrolling, colleges and universities are left trying to figure out how to reverse the trend. It’s not a one-size-fits-all solution, but there are several strategies that can help boost college enrollment and make higher education more appealing and accessible. One school, St. Bonaventure University, has taken several steps to boost their enrollment, and is seeing the highest enrollment numbers in over 30 years.2
Make College More Affordable
First, the cost of college needs to come down. Schools can work to lower tuition rates or increase financial aid offerings, especially need-based scholarships. Some schools are even considering tuition freezes to help ease the burden. Another option is for community colleges to continue building strong transfer agreements with four-year schools, allowing students to complete the first two years at a lower cost before transferring.
Policymakers can also step in to address the student loan crisis — through loan forgiveness programs or more flexible repayment options.
Show the Value of a College Degree
For colleges, it’s more important than ever to show prospective students that a degree is worth the investment. This means both focusing on the financial return and emphasizing the broader benefits—like critical thinking, problem-solving, and networking opportunities. “We continue to make the case of why a college education is important and how it makes a difference throughout your lifetime,” said Bernie Valento, the vice president for enrollment at St. Bonaventure.3 Schools can work directly with employers to ensure their programs are aligned with industry needs. By proactively collaborating with employers, these takeaways can be implemented within programs so students graduate with high-value skills.
Career services are key here, too. Schools that offer robust internships, co-op programs, and job placement services can better connect students with real-world opportunities. These make the degree feel like a ticket to employment rather than just an academic exercise.
Embrace Technology
The pandemic may have forced schools to pivot to online learning, but this shift to digital education isn’t going away anytime soon. Colleges can keep experimenting with hybrid models that mix in-person and online classes to offer more flexibility, particularly for non-traditional students like working adults or parents.
Expanding high-quality online degree programs can also make higher education accessible to students who need the flexibility of remote learning. Schools should explore personalized learning options, too, where students can tailor their education to their own goals and learning styles.
Reach Out to Underrepresented Groups
Colleges need to do more to attract and support students from diverse backgrounds, especially as demographic shifts continue. This means actively and intentionally expanding outreach to underrepresented communities. That support can include offering mentoring and tutoring services, as well as creating an inclusive, welcoming campus environment.
Partnerships with K-12 schools can also help create a pipeline of students who are prepared for college.4 Programs like dual enrollment, where high school students can take college-level courses, or early college programs can help bridge the gap between high school and college.
Expand Pathways to Higher Education
Higher education isn’t just about four-year degrees anymore, and schools should embrace the diversity of educational pathways. This could include partnerships with vocational schools or offering more flexible degree programs for students who come from different backgrounds or have previous work experience.
Some employers are also stepping up to offer education as a job benefit, where employees can earn degrees or certifications while working. This model can be especially appealing to adult learners who want to advance their careers without giving up their jobs.
Why Are Fewer Students Going to College?
There are several reasons behind this drop, and it’s a mix of economic, social, and cultural shifts that are playing a role.
College Is Expensive — Really Expensive
One of the biggest hurdles? The cost. College tuition has been steadily increasing for years, and it’s now higher than ever before. Many families just can’t afford it, and the fear of massive student loan debt is enough to make some students think twice about enrolling. With student loan debt in the U.S. exceeding $1.6 trillion, many young people are starting to wonder if college is really worth the financial burden.5
Rethinking the Value of a College Degree
It’s no longer taken for granted that a four-year degree is the only path to success. Thanks to the rise of tech entrepreneurs, influencers, and people making a name for themselves without a degree, the perception of higher education is changing. Add in alternative education options like online certifications, boot camps, and vocational training, and some students are looking at different paths to their careers.
COVID-19 Changed the Game
The pandemic threw a wrench into education, especially in 2020. When campuses closed and classes went online, many students put their plans on hold. Some deferred enrollment, while others dropped out or skipped college entirely. Many didn’t feel that paying full tuition for a virtual education was worth it, especially when there was so much uncertainty about the future. On top of that, the economic strain caused by COVID forced many families to reprioritize, making college less of a financial possibility for a lot of people.
Demographic Shifts
Another big factor is simply that there are fewer young people reaching college age. Demographic trends show that the number of 18-24-year-olds is shrinking in some parts of the country, especially in the Northeast and Midwest. “There’s going to be more competition. It’s going to be really tough to get students,” Valento said. Fewer high school graduates means fewer potential college students, plain and simple.
Workforce Alternatives
The traditional path of graduating high school, going to college, and landing a job is no longer the only route to a career. Many industries are placing more emphasis on skills and hands-on experience rather than requiring a degree. Some companies have even dropped degree requirements for certain jobs. The rise of gig culture, apprenticeships, and vocational programs also gives students more options than the typical four-year college track.
Looking Ahead
The decline in pursuit of higher education is a complicated issue, but it’s one that colleges and universities can address with thoughtful strategies to increase college enrollment. By making higher education more affordable, relevant, and accessible, institutions can re-engage students and make college an attractive option again.
Ultimately, the future of higher education lies in its ability to evolve with the times. Institutions must meet the needs of both students and the workforce in a rapidly changing world. “We have to accept that we’re never going to be there. We’re going to always have to work hard,” Bernard Valento said. “We’re going to always have to try to get better.”
At ERA, we know a degree is not the path for every student — nor should it be. But for those whose path it is, it’s essential to provide a realistic — and accessible — opportunity. Implementing strategies to increase college enrollment, while ensuring students have the right guidance from the beginning of their academic careers, can open doors for success for those who choose to pursue higher education. (For more on this, check out our articles on a deep dive into education reform and some of the major options schools can start implementing to optimize education.)
What are some other ways we can make higher education more attractive for students? How else can colleges and universities set up our students for success? Share your thoughts on higher education here or email us at info@ed-rev.org.
Resources
- Enrollment Estimates. National Student Clearinghouse Research Center. (n.d.). https://nscresearchcenter.org/current-term-enrollment-estimates/ ↩︎
- Fall ’24 Freshman Confirmations Highest in 35 years at St. Bonaventure. St. Bonaventure University: New Releases. (n.d.). https://www.sbu.edu/news/news-items/2024/06/04/fall-24-freshman-confirmations-highest-in-35-years-at-st.-bonaventure ↩︎
- Matthew, E. (2024, September). Bernie Valento, Vice President for Enrollment; St. Bonaventure University. personal. ↩︎
- Zalaznick, M. (2019, October 17). How Colleges Partner with K-12 on Student Success. University Business. https://universitybusiness.com/higher-ed-k12-partnerships/#:~:text=Higher%20education%20and%20K-12%20continue%20to%20collaborate%20in,help%2C%20according%20to%20U.S.%20News%20and%20World%20Report ↩︎
- CFR.org Editors. (n.d.). Is Rising Student Debt Harming the U.S. Economy?. Council on Foreign Relations. https://www.cfr.org/backgrounder/us-student-loan-debt-trends-economic-impact ↩︎
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