Reskilling, upskilling and lifelong learning are creating a big opportunity for higher education to become the go-to resource for career-minded adults. But not all adult learners are alike. In this report, we break them down into four types of adult learners (Career Advancer, Career Builder, Discerning Academic and Hesitant Learner).
Download the white paper with the following insights for each persona:
Top motivations
Recruitment strategies
Program optimization recommendations
Collegis Education surveyed 1,000 adult learners interested in pursuing degrees for this white paper, Rethink Your Student Population. Discover who makes up the majority of the adult learner market and how to target your outreach to grow your enrollment in this untapped population.
Facing challenges in enrollment, retention, or tech integration? Seeking growth in new markets? Our strategic insights pave a clear path for overcoming obstacles and driving success in higher education.
Unlock the transformative potential within your institution – partner with us to turn today’s roadblocks into tomorrow’s achievements. Let’s chat.
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Your graduate programs should be thriving, but if you’re relying on outdated outreach tactics, you’re leaving enrollments on the table. Today’s grad students expect more personalization, relevance, and connection. And if you’re not aligning with their needs, another institution will. The only way to meet them where they are is by asking the right questions and getting real answers. That’s exactly what Collegis Education and UPCEA did, and now we’re pulling back the curtain to share what we found.
Unlock Graduate Enrollment Growth Proven Strategies for Engaging Graduate Students Date: April 8, 2025 Time: 2:00 pm (Eastern) / 1:00 pm (Central)
Tracy Chapman
Chief Academic Officer
Collegis Education
Bruce Etter
Senior Director Research & Consulting UPCEA
Join Tracy Chapman, Chief Academic Officer at Collegis Education, and Bruce Etter, Senior Director of Research & Consulting at UPCEA, for their upcoming webinar “Unlock Graduate Enrollment Growth: Proven Strategies for Engaging Graduate Students.” In this session, they’ll reveal some surprising discoveries about graduate enrollment and the factors that drive impact and growth.
Graduate student needs and expectations
Why grad students disengage during their enrollment journey
What information grad students are willing to give you and when
How to best communicate and reach graduate students actively evaluating programs
Presidents
Provosts
Enrollment leaders
Marketing leaders
At the end, we’ll leave room for questions and conversion, and all attendees will receive a copy of the entire research report.
How can you make the future of your campus more clear and sustainable?
As colleges and universities continue to rise above the challenges brought on by the pandemic five years ago, it has become clear that the new normal for higher education demands more than resilience—it requires strategic foresight and proactive leadership. Institutions today must navigate shifting policies, demographic changes, public sentiment, natural disasters, economic pressures, compliance mandates, safety concerns, talent turnover, operational efficiency demands, and increasing pressure for measurable results.
Is your institution prepared to proactively face these challenges, knowing that disruption is not just possible but highly probable?
Will your strategic plan ensure financial sustainability if events on the scale of the pandemic disrupt your revenue streams?
Does your current enrollment strategy include innovative approaches to capture new market share despite declining numbers of prospective students?
Is your institution leveraging artificial intelligence to drive innovation and efficiency?
Does your academic master plan align with program demand, employer talent needs, and student success outcomes?
Can your organization prioritize limited resources effectively and use data to inform critical budget decisions?
Do your stakeholders understand that your institution’s reputation and competitive standing depend on academic innovation, excellence, community engagement, and student success—achieved through accountability, continuous improvement, campus engagement, agility, and clear prioritization?
If your answer isn’t a confident “YES!”, it’s time to act. Consider investing two days at RNL’s Strategic Planning Executive Forum (April 1–2, Chicago).
Building a foundation for strategic planning in two days
Today, institutions discover that this framework goes beyond enrollment—it is adaptable to address every facet of university and college operations, including institutional culture, financial health, academic excellence, technology integration, student success, community engagement, branding, and institutional value. This approach aligns your institution’s goals with the realities of the evolving higher education landscape, ensuring long-term enrollment success and financial sustainability.
While many institutions simply set goals and outline steps, true strategic planning thrives at the intersection of creativity, critical thinking, data analysis, and action. The RNL Strategic Planning Forum is designed to elevate your institution’s capacity by focusing on essential, foundational steps:
Analyzing your institution’s strengths, weaknesses, opportunities, and threats (SWOT)
Identifying key performance indicators (KPIs)
Fostering a data-informed decision-making culture
Developing actionable strategy plans with clear accountability and measurable ROI
Establishing prioritization protocols by assessing risk, resistance, and required effort
Implementing, managing, and refreshing dynamic strategic plans through effective dashboards and processes
What to expect at the forum
The forum offers practical case studies and shared experiences from transformation leaders. Sessions will highlight best practices in areas such as:
Strategic enrollment planning
Institutional strategic planning
Academic program revitalization
Breakout sessions will cater to specific institutional needs—whether from two-year colleges, four-year public universities, or private institutions—offering space to share best practices and tackle unique challenges.
Institutional assessment with expert guidance
Your leadership team will have the opportunity to complete a strategy assessment and receive live feedback from RNL experts with decades of higher education experience in:
Marketing and market research
Recruitment and financial aid strategy
Student success initiatives
Academic program planning
Online learning and delivery models
Advancement and venture philanthropy
Artificial intelligence applications in higher education
Discussion and collaboration are at the heart of this event. You’ll dive into critical areas of strategic planning while engaging with industry experts, higher education leaders, and peers from other campuses. This will spark meaningful conversations within your own team, setting the stage for momentum and change.
RNL Strategic Planning ExecutiveForum: A history of driving enrollment and revenue success
Many institutions that have participated in this event have seen transformative results, including:
Record-breaking enrollment growth
Enhanced student outcomes
Millions in additional revenue generation
Stronger community engagement
Streamlined operations and improved efficiency
Equip your institution for future-focused success
Empower your institution with actionable insights, dynamic strategies, and the tools necessary for growth, resilience, and meaningful impact in today’s higher education environment.
See the agenda and register for the Forum today. Bring your leadership team and ignite the discussions that will drive action and measurable results for your institution’s future. You’ll be hard-pressed to find a more impactful event to propel your institution forward.
The last year has been one of significant strides for RNL. We embarked on a journey to enhance our existing tools, aiming to provide our partners with even more powerful and effective solutions. This commitment has driven us to develop a suite of AI-powered tools designed to strengthen your connections with students and donors.
A focus on data-driven decisions and user-friendly solutions
Our primary goal was to create AI tools that are not only secure but also user-friendly and insightful. We aimed to provide you with a comprehensive view of your data, empowering you to make informed decisions and develop winning strategies. We understand the importance of ease of use, ensuring that our tools are accessible to everyone, regardless of their technical expertise.
Key achievements: RNL Insights, Compass, and RNL Answers
RNL Insights: This AI-powered data management platform revolutionizes how you work with your data. By integrating data from various sources, including your enrollment CRM, financial aid modeling tool, and marketing analytics, Insights provides a unified view for informed decision-making. Its intuitive conversational interface allows you to ask questions and receive immediate answers, uncovering valuable insights you might have otherwise missed.
RNL Compass: Our AI-powered digital assistant, Compass, streamlines communication and enhances efficiency. By automating responses to common student and parent inquiries, Compass frees up your admissions team to focus on more strategic tasks. Integrated with your CRM, Compass provides personalized answers, ensuring each interaction is tailored to the individual’s needs.
RNL Answers: This AI copilot leverages your institution’s private data to provide valuable insights and support. Whether it’s crafting compelling marketing messages, assisting traveling admissions officers, or building robust knowledge bases for new team members, RNL Answers offers a secure and reliable AI-powered solution.
Beyond technology: Empowering partners with AI expertise
We recognize the importance of responsible AI adoption. To this end, we have introduced AI Governance and Education Consulting Services. These services provide guidance on integrating AI into your institution, including:
AI Education: Training leadership teams, faculty, and staff on the fundamentals of AI.
AI Governance Frameworks: Assisting in the development of frameworks that ensure ethical and responsible AI usage.
Collaboration and continuous improvement
To ensure our solutions remain aligned with your evolving needs, we have established the Leadership AI Council and the Product Advisory Council. These groups, comprised of our valued partners, provide valuable feedback and insights, shaping the future of our AI-powered solutions.
Looking ahead: A future of innovation
We have also began migrating some of the outbound communication tools our agents use to deliver your omnichannel outreach services to our new all-in-one platform—RNL Reach. While as a partner, your involvement in transitioning to RNL Reach is very minimal, but you will feel the benefit of the solution because your agents will be able to be more efficient in how they execute your campaigns and provide stronger analytics and reporting. This is the first step to making the new solutions and services we have planned in 2025 possible!
In 2025, we are committed to building upon the strong foundation we’ve established this year. We will leverage our expertise in consulting, data analysis, and AI to develop innovative solutions that address your unique challenges and help you achieve your goals.
A note of gratitude
We extend our sincere gratitude to all our partners for their trust and collaboration. We are honored to work alongside you and contribute to your success. We look forward to a continued partnership in the years to come.
Discover RNL Edge, the AI solution for higher education
RNL Edge is a comprehensive suite of higher education AI solutions that will help you engage constituents, optimize operations, and analyze data instantly—all in a highly secure environment that keeps your institutional data safe. With limitless uses for enrollment and fundraising, RNL Edge is truly the AI solution built for the entire campus.
These aren’t just random comments—they’re real voices from our latest research, and they stopped me cold.
For the past three years, RNL and ZeeMee have been diving deep into the emotional landscape of college planning. Our latest pulse survey (our third round!) reached over 2,600 high school seniors through the ZeeMee app, and their responses about safety concerns left me genuinely shaken.
Last year, we added a crucial question: we asked students who expressed worry about their safety in college to tell us, in their own words, what specifically scared them. Their candid responses paint a vivid— and sometimes heartbreaking—picture of what’s keeping our future college students up at night.
Here’s what they told us, unfiltered and unvarnished.
Understanding college safety concerns
Every night, a high school senior lies awake somewhere in America, staring at their college acceptance letter. But instead of dreaming about new friends and future possibilities, they’re wrestling with darker questions: “Will I be safe there? Will I belong? Will someone hurt me because of who I am?”
These aren’t just passing worries. They’re the heavy weight on students’ hearts as they contemplate their next big step. Through hundreds of candid conversations with students, we’ve uncovered the raw, unfiltered truth about what keeps them up at night. Their voices—brave, vulnerable, and achingly honest—paint a picture of what safety means to Generation Z and why traditional campus security measures are just the beginning of what they need to feel truly secure.
After analyzing hundreds of student comments about their safety concerns, 10 clear themes emerged, revealing how identity, background, and lived experience shape their fears. Understanding these concerns is crucial for colleges aiming to create safer, more supportive environments.
1. Personal safety and physical harm
Across all groups, students expressed anxiety about their physical safety on campus and in surrounding areas. Random attacks, mugging, and the general unpredictability of urban environments were frequent concerns.
“I’m worried about approximate safety, like the area’s crime rate or state. There’s always going to be dangers.” – First-Generation Male
“Being alone at night or generally in an open area with few people.” – First-Generation Female
Takeaway for institutions:
Provide real-time crime alerts and transparent reporting about campus safety statistics.
Partner with local authorities to increase security presence around campus.
Encourage students to use campus safety apps for safe travel between locations.
2. Sexual assault and gender-based violence
Female and non-binary students, regardless of generation status, are consistently worried about sexual assault, harassment, and gender-based violence. Parties, walking alone at night, and navigating unfamiliar environments amplified these fears.
“Rape culture is real. Parties can be dangerous, and not knowing who to trust makes it worse.” – Continuing-Generation Female
“I’m suicidal and afraid of being raped.” – First-Generation Non-Binary
Takeaway for institutions:
Expand bystander intervention training for all students.
Ensure that Title IX resources and reporting processes are well-publicized and easily accessible.
Provide self-defense classes and safe-ride programs for students traveling after dark.
3. Safety in new and urban environments
Moving to a new city or a high-crime area was a significant concern, particularly among first-generation students unfamiliar with city living.
“The area of the college I chose is notoriously dangerous.” – Continuing-Generation Female
“Since I’m out of state, I won’t know who to trust, especially in a big city.” – First-Generation Female
Takeaway for institutions:
Offer city orientation programs to help students identify safe routes, neighborhoods, and resources.
Highlight partnerships with local authorities and emergency services.
Make campus safety maps available, showing emergency call boxes and security patrol zones.
4. Racial and ethnic discrimination
Concerns about racism, hate crimes, and bias were prominent among students of color, especially first-generation and male students. Black, Muslim, and international students frequently mentioned fears of being targeted because of their identity.
“Since I’m African, racism and all that.” – First-Generation Male
“I’m a Black Muslim woman. Being assaulted, being hate-crimed, Islamophobia.” – First-Generation Female
Takeaway for institutions:
Create visible reporting channels for bias-related incidents.
Provide diversity and inclusion training for campus staff and students.
Ensure campus police and security are trained in cultural sensitivity.
5. Isolation and being alone
Being away from family and trusted support systems was a significant source of anxiety, especially for first-generation students. Women were more likely to express concerns about being alone while navigating new environments.
“I would be alone away from home. Just knowing that anything could happen and I wouldn’t have that support system to call on.” – First-Generation Female
“I’ve never lived away from home and don’t know if I’m ready to make safe decisions all the time.” – Continuing-Generation Male
Takeaway for institutions:
Establish peer mentorship programs to help new students build connections.
Promote campus counseling services, emphasizing their accessibility.
Encourage students to join student organizations for community-building.
6. Campus safety and security measures
Many students, regardless of gender or generation status, questioned whether campus safety protocols were robust enough to protect them.
“What if someone sneaks onto campus or tries to harm me?” – First-Generation Female
“Sometimes the safety measures that are there aren’t enough.” – Continuing-Generation Male
Takeaway for institutions:
Regularly assess and update campus security protocols.
Provide students with clear information about emergency procedures.
Ensure dormitories and common areas have secure access systems.
7. Substance use and peer pressure
Students were wary of the prevalence of drugs and alcohol on campus, especially in social settings where peer pressure could lead to unsafe situations.
“Narcotics float around campus daily, causing self-harm to other students.” – Continuing-Generation Male
“I’ve heard some college guys spike drinks, and it isn’t safe to go places alone.” – First-Generation Female
Takeaway for institutions:
Promote alcohol and drug education programs during orientation and throughout the year.
Partner with student organizations to create substance-free social events.
Ensure campus safety staff are trained to handle substance-related emergencies.
8. Mental health and well-being
Many students expressed worries about managing their mental health while adjusting to college life, especially those from first-generation backgrounds.
“I struggle with anxiety, and being in unpredictable places worries me.” – First-Generation Female
“Just any fighting or being depressed.” – Continuing-Generation Male
Takeaway for institutions:
Expand mental health resources, including counseling and peer support groups.
Train faculty and staff to recognize signs of mental health struggles.
Promote mindfulness and stress-relief programs on campus.
9. LGBTQ+ safety and acceptance
LGBTQ+ students are worried about harassment, discrimination, and feeling unsafe in gendered spaces.
“I’m trans and nowhere really feels safe to be trans.” – First-Generation Non-Binary
“I look like a cis male even though I am AFAB. I’m worried about my safety using the women’s bathroom.” – Continuing-Generation Non-Binary
Takeaway for institutions:
Ensure that gender-neutral restrooms are available across campus.
Promote LGBTQ+ resource centers and support groups.
Train campus staff on LGBTQ+ inclusivity and safety.
10. Gun violence and mass shootings
With the rise in school shootings, concerns about gun violence were prevalent across all demographics.
“The reality of increasing school shootings really scares me.” – First-Generation Female
“How easily accessible and concealable guns are.” – Continuing-Generation Male
Takeaway for institutions:
Conduct regular active shooter drills and safety trainings.
Ensure campus police are equipped to handle potential threats.
Promote anonymous reporting systems for suspicious activity.
Building safer campuses: Where do we go from here?
While each student’s experience is unique, the themes that emerge highlight common anxieties that colleges and universities must address. Institutions can make campuses feel safer by:
Improving transparency: Regularly update students on campus safety protocols and crime statistics.
Strengthening support systems: Expand counseling, mentorship, and peer support programs.
Enhancing security: Invest in access-controlled dorms, safe-ride programs, and emergency call boxes.
Promoting inclusivity: Ensure students from marginalized communities feel protected and respected.
Empowering students: Provide self-defense classes, bystander training, and safety resources.
Behind every statistic in this report is a student’s story – a first-generation student wondering if they’ll make it home safely from their late-night library sessions, a transgender student searching for a bathroom where they won’t be harassed, a young woman calculating the safest route back to her dorm. Their fears are real, their concerns valid, and their hopes for a safe campus environment are deeply personal.
The path forward isn’t just about adding more security cameras or emergency phones, though those matter. It’s about creating spaces where every student can exhale fully, knowing they’re physically safe and emotionally secure. Where belonging isn’t just a buzzword in a campus brochure but a lived experience. Safety means being free to focus on learning, growing, and becoming—without constantly looking over your shoulder.
This isn’t just a challenge for institutions—it’s a sacred responsibility. Because when we promise students a college education, we promise them a chance to transform their lives. And that transformation can only happen when they feel truly safe being themselves. The students have spoken. They’ve shared their fears, hopes, and dreams for safer campuses. Now it’s our turn to listen—and, more importantly, to act.
Read Enrollment and the Emotional Well-Being of Prospective Students
RNL and ZeeMee surveyed 8,600 12th-grade students to understand their anxieties and worries of students during the college search process. Download your free copy to learn:
The greatest challenges for 12th graders about the college planning process
The barriers keeping students from applying to college
The social fears of college that keep prospective students up at night
The top safety concerns of students
What excites and encourages students about the college journey
How students describe these anxieties, stresses, and fears in their own words
Millions of students and families are caught in a middle-class crunch for affording college.
Approximately 7-8 million families with school-age children are in the middle-income bracket ($60,000-$200,000). That’s not just a statistic—it’s a massive segment of your potential student population caught in a precarious position.
According to recent Census data, these families make up about 40% of all U.S. households, with 39% of family households including children under 18. They’re too “wealthy” for significant financial aid but not wealthy enough to write a check without breaking a sweat. Understanding this demographic isn’t just important—it’s crucial for the future of higher education.
Data from the 2024 Prospective Family Engagement Report from RNL and CampusESP reveals critical insights about this demographic that could reshape how we approach recruitment, financial aid packaging, and communication strategies.
The data that should change your strategy
Let’s start with the numbers that matter. Among middle-income families:
71% report loan concerns actively impacting college selection.
69% eliminate institutions based on sticker price before engaging.
60% find financing “difficult” or “very difficult.”
87% rank financial aid among their top five decision factors.
For enrollment managers, these statistics represent more than just data points—they signal significant leakage in our recruitment funnels before we even have a chance to present our value proposition.
Decision drivers: Reframing our approach
The research reveals three primary decision factors for middle-income families:
Final cost after aid (71%)
Academic program availability (66%)
Academic scholarships (51%)
For those of us in enrollment management, this hierarchy suggests we must lead with net price messaging earlier in the funnel rather than waiting for admitted student communications.
Communication channels: What’s actually working
Here’s where we need to check our assumptions. While many institutions are investing heavily in custom apps and elaborate communication plans, the data shows:
88% prefer email communication.
31% would use a parent/family portal.
30% are open to text messages.
Only 7% would use institution-specific apps.
Translation? We might be overcomplicating our outreach strategies and underutilizing our most effective channel.
Campus visit insights for admissions teams
Despite our digital transformation efforts, traditional visit experiences still dominate:
68% participate in guided group tours.
40% opt for guided individual tours.
46% conduct self-guided tours.
37% engage with virtual tours.
This suggests we must reimagine our visit programs to integrate financial conversations earlier in the campus experience, not just at admitted student events.
2024 Prospective Family Engagement Report
The2024 Prospective Family Engagement Reportdives into the experiences, expectations, and challenges of families during the college planning process. RNL, CampusESP, and Ardeo surveyed more than 11,000 families of prospective college students about:
College planning: How many families consider out-of-state institutions? What are their college planning experiences? Do they value and participate in campus visits?
Communicating with institutions: Which channels to families prefer? How often do they want to hear from you? Which college planning topics do they value the most?
College financing plans: How many families expect paying for college to be difficult? How many plan to borrow? Do they think college is a worthwhile investment?
Move EFC conversations earlier in the recruitment cycle.
Implement targeted financial planning workshops.
2. Optimize communication flow
Leverage the strong preference for email with segmented campaigns.
Develop parent portals that prioritize financial planning tools.
Create clear timelines for aid and scholarship processes.
Integrate financial counseling throughout the admission funnel.
3. Transform campus visits
Embed financial aid counselors in regular tour programs.
Design value proposition messaging for tour guides.
Create flexible scheduling for working parents.
Include aid discussions in standard visit protocols.
4. Strengthen value messaging
Focus on ROI metrics that resonate with middle-income families.
Showcase relevant alumni success stories.
Highlight internship-to-career pathways.
Emphasize four-year graduation rates’ impact on total cost.
5. Reimagine merit strategy
Expand mid-range merit band opportunities.
Develop clear scholarship retention criteria.
Create post-enrollment scholarship opportunities.
Consider guaranteed merit aid programs.
The AI opportunity: Next-generation enrollment tools
1. AI financial planning assistant
Implement systems that:
Generate dynamic cost projections.
Automate scholarship matching.
Model various enrollment scenarios.
Provide proactive deadline management.
Adapt to changing family circumstances.
2. Smart visit management
Deploy tools that:
Create personalized visit experiences.
Coordinate key stakeholder meetings.
Offer virtual preview capabilities.
Optimize multi-college visit planning.
Align visits with aid events.
3. Financial aid navigation system
Develop platforms that:
Provide 24/7 form completion support.
Flag application enhancement opportunities.
Compare aid packages systematically.
Project career-based loan scenarios.
Identify special circumstances early.
Moving forward: Implementation priorities
The data presents clear imperatives for enrollment management teams:
Restructure communication flows: Lead with affordability messaging earlier in the funnel.
Integrate technology thoughtfully: Focus on high-impact tools that address specific pain points.
Realign resources: Ensure financial aid counseling is embedded throughout the recruitment process.
Success in serving middle-income families isn’t just about having the right aid packages—it’s about creating transparent pathways to enrollment that address financial concerns proactively rather than reactively.
For enrollment managers, this means rethinking how we allocate resources, structure our communication flows, and leverage technology to support our goals. The institutions that will thrive in this environment won’t necessarily be those with the largest aid budgets but those that best understand and address the unique needs of middle-income families throughout the enrollment journey.
Creating clear pathways for middle-income families
Let’s put this in perspective: with 7-8 million families with school-age children in the middle-income bracket and 77% believing college is worth the investment, we’re looking at millions of families who need our help to make higher education work for them. The old system of navigating college planning isn’t cutting it anymore.
The good news? Colleges are starting to get it. The best institutions create clear pathways for these middle-income families, combining high-tech tools with high-touch personal support. Considering that these families represent about 40% of all U.S. households, it becomes clear that serving this demographic isn’t just an option—it’s an imperative for institutional sustainability.
What your institution can do right now
Develop targeted financial planning tools for this specific demographic.
Create communication strategies that address middle-income concerns directly.
Redesign campus visits to include meaningful financial conversations.
Invest in AI tools that can help these families navigate the complexity.
Remember: These families aren’t just looking for a college—they’re looking for a partner in making college affordable. The right approach isn’t necessarily about having the lowest sticker price or the biggest name. It’s about understanding and actively helping this crucial demographic bridge the gap between sticker price and reality. The college planning maze might be complex, but with these insights and tools, your institution can lead in serving this vital segment of American families. The future of higher education may well depend on how effectively we serve these 7-8 million families caught in the middle.
Engage families throughout the college planning process
Parents and family members can be your biggest enrollment champions. They are the number-one influencers for prospective students. That’s why RNL Student Search to Enrollment makes parent engagement a major part of search campaigns.
Ask for a for a free walkthrough and see how you can engage students and parents at every stage of the enrollment journey.
As a higher education leader, it’s no secret that you’re facing a fiercely competitive graduate enrollment landscape. You know as well as I do that understanding what prospective students want and how they behave isn’t just helpful – it’s crucial to your institution’s success. That’s why we teamed up with UPCEA to conduct a deep dive into today’s post-baccalaureate students, uncovering their unique needs, expectations, and wants.
Our research focused on individuals who expressed at least some interest in pursuing advanced education, and this study sheds light on what matters most to potential graduate students—everything from program types and communication preferences to application expectations.
As we dug into the data, some obvious themes emerged. Here are five key findings that can prepare your institution to stand out in this tight market and guide you in shaping strategies that resonate, engage, and deliver results.
1. Graduate enrollment is a crowded market—and the stakes are high
This is no surprise to those working in higher ed in recent years. Graduate enrollment is slowing, with just a 1.1% projected increase over the next five years. Adding to the challenge, 20% of institutions dominate 77% of the market. For everyone else, it’s a fierce battle for a shrinking pool of candidates. To win, you’ll need a sharp, focused approach.
2. Online programs are the clear favorite
Did you know that 71% of prospective students are “extremely” or “very” interested in fully online programs? Hybrid formats come in a close second, while traditional in-person options are struggling to keep pace. The data confirms that flexibility isn’t a trend—it’s a necessity.
3. Program information is a make-or-break factor
Here’s something we see far too often: quality programs losing prospective students simply because critical details—like tuition costs and course requirements—are buried or missing entirely from the school’s website. In fact, 62% of students indicated they would drop off early in their search for this exact reason.
The fix? It’s simpler than you might think. By optimizing your program pages and doubling down on SEO, you can turn passive visitors into engaged prospects.
4. Financial transparency builds trust
Sticker shock is real. High application fees, vague cost information, and limited financial aid details are among the top reasons students abandon the application process late in the game. By addressing these concerns clearly and directly, you’re not just solving a problem, you’re building trust.
When it comes to connecting with prospective graduate students, email reigns supreme. Whether it’s inquiring about programs (47%), application follow-ups (67%), or receiving application decisions (69%), email is the channel students trust the most. But here’s the catch: your emails have to be timely, personalized, and relevant in order to make an impact.
The key to graduate enrollment success is just a click away
The insights highlighted above are just the tip of the iceberg. Imagine what’s possible when you apply them to your graduate enrollment strategy.
If you’re ready to refine your approach and stay ahead of the curve, we’ve got you covered. Our report dives deeper into the data and uncovers actionable insights, including:
Positioning your online and hybrid offerings to meet growing demand
Optimizing program pages to emphasize the information students value most
Communicating financial information proactively to convert candidates
Building email outreach strategies that build trust and keep students engaged
Grab your complimentary copy of the report today, and let’s start building a better pipeline together!
Your roadmap to winning in the competitive graduate market.
Optimize Your Enrollment Funnel
Get the latest data on graduate student enrollment trends. Download the full report now.
Title: Current Term Enrollment Estimates: Fall 2024
Source: National Student Clearinghouse Research Center
Total fall 2024 enrollment rose across multiple factors—including sector, selectivity, and urban-rural classification—bringing it closer to pre-pandemic levels, according to a new report from the National Student Clearinghouse Research Service. Compared to fall 2019, overall enrollment increased by 0.4 percent, and compared to fall 2023, it grew by 4.5 percent.
Enrollment gains were particularly strong in associate programs (up 6.3 percent), bachelor’s programs (up 2.9 percent), master’s programs (up 3.3 percent), and doctoral programs (up 2.0 percent). Private for-profit four-year institutions saw the most significant increase in first-year enrollment, surging by 26.1 percent with more than 11,000 additional students. Public institutions also experienced notable growth, with primarily associate degree-granting baccalaureate institutions up 8.4 percent and public two-year institutions increasing by 6.8 percent.
First-year enrollment overall grew by 5.5 percent, with the most significant gains among students from the lowest-income neighborhoods (up 9.4 percent). Enrollment increases were generally aligned with neighborhood income levels, with students from the highest-income areas seeing the smallest rise (3.6 percent).
At Historically Black Colleges and Universities, enrollment increased at both the graduate (6.5 percent) and undergraduate (3.4 percent) levels. Meanwhile, public four-year institutions in rural areas experienced the largest enrollment growth (5.6 percent), while public two-year institutions saw the biggest increases in towns (7.9 percent). Urban areas continued to enroll the most students at public two-year institutions, surpassing 2.3 million.
Patterns of growth varied across selectivity and sector. Less selective private nonprofit four-year institutions saw the most substantial gains (5.7 percent), with similar increases at less selective public four-year institutions (5.0 percent). Enrollment at highly selective institutions followed a different trend, rising at public four-year institutions (2.9 percent) but declining at private nonprofit institutions (-2.5 percent).
Regionally, enrollment increased at similar rates in the Northeast, South, and West (4.7 percent each) and rose by 3.1 percent in the Midwest. Utah led the nation in enrollment growth (12.1 percent), while the District of Columbia (-1.9 percent), Vermont (-0.6 percent), and Nebraska (-0.4 percent) saw declines. Graduate enrollment patterns diverged in some areas, with notable decreases in Mississippi (-4.3 percent), Delaware (-3.9 percent), and Missouri (-3.4 percent).
Fields of study also showed shifts, with undergraduate enrollment in health professions rising 8.3 percent—effectively reversing pandemic-related declines. Among the top 20 major fields, only two saw decreases: Liberal Arts and Sciences, General Studies, and Humanities (-3.1 percent) and English Language and Literature/Letters (-1.5 percent).
This data provides an encouraging outlook for higher education. Understanding who is enrolling and where is essential for institutional planning and for ensuring equitable access to higher education.
To explore the data, click here. For the methodology, click here.
—Erica Swirsky
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Artificial intelligence is influencing every aspect of the higher education experience, from recruitment strategies to long-term student success. Community college, undergraduate, and graduate programs use advanced analytics to predict outcomes, optimize operations, enhance decision-making, and improve the student experience. However, the opportunities and challenges associated with using AI in higher education require careful strategic planning. By understanding AI’s evolving role in enrollment management and retention, higher education leaders can now support students and strengthen institutional outcomes more effectively than ever.
Insights include practical tips about AI technology, such as:
Applying AI Strategically
Institutions that apply AI tools thoughtfully have the ability to improve processes and results in areas including admissions, student success, and retention. From innovative yield strategies to predictive analytics tailored for community colleges and grad schools, AI is already driving better outcomes by providing higher education institutions with roadmaps for achieving institutional goals and improving student outcomes.
Addressing AI Challenges and Ethical Considerations
While the widespread adoption of AI tools in higher ed promises advancements in innovation, efficiency, and the management of student data, it also introduces complex challenges and ethical dilemmas that demand attention. From concerns about data privacy and algorithmic bias to questions surrounding accountability and the societal impact of automation, the rapid rise of AI tools in higher education institutions requires thoughtful, responsible oversight. As the whitepaper explains, that involves exploring the nuances of AI development and implementation, examining the ethical principles at stake, and creating frameworks that prioritize fairness, transparency, and the well-being of individual students and the institutions that serve them.
Achieving Data Readiness
Data readiness is essential for strategic enrollment management, allowing colleges and universities to harness AI to make informed decisions that drive success. For starters, creating a data-informed institution involves navigating the overwhelming influx of information to uncover actionable insights while building data literacy among every key stakeholder on campus. By achieving data readiness, educators can align their efforts with student learning needs, improve outcomes, and create a sustainable path forward.
It seems like everyone is talking about artificial intelligence and its potential to redefine not just student learning, but the future of higher education itself. But how well do you understand and speak the language of AI? Although much of the language that now informs conversations about innovation and success wasn’t familiar to most people just a few years ago, it’s now mission critical for you and your peers to begin learning how to embrace AI literacy.
Envisioning the Future of AI in Higher Education
As its capabilities and applications grow in the years ahead, AI will continue to provide new opportunities for colleges and universities to enhance decision making, streamline operations, emphasize academic integrity, and provide predictive insights that guide future strategies. The ongoing integration of AI throughout higher education will apply new scientific insights to holistic application evaluation, personalized student communications, and enrollment workflow automation, among other endeavors.
The future of AI in education promises even more sophisticated tools to come, which will further personalize and secure the admissions process. Looking ahead, one thing is clear: Today’s higher education leaders have an unprecedented opportunity to foster greater student success and institutional growth by embracing AI as a tool to help inform their decisions.
Liaison, a leader in education technology and data-driven solutions, is excited to announce the release of its 2025 Intelligent Names Degree Intent Scores. These advanced scores represent a transformative leap in identifying adult learners nationwide with the highest potential for pursuing a degree.
The 2025 Degree Intent Scores are powered by cutting-edge data science, advanced modeling techniques, and insights from a national survey conducted in late 2024. Combined with responses from Liaison’s extensive consumer database of over 260 million Americans, this enhanced model offers unparalleled precision and reach into the adult learners market.
Recent testing using a national dataset of graduate program applicants showed a 20% improvement in predicting applicant activity within the highest intent band when comparing the new intent scores to the original. Similarly, an analysis of a national dataset of bachelor’s degree seekers found that Liaison’s Bachelor’s Degree Intent model accurately identified 91% of degree seekers under the age of 25 in the top two quintiles. These findings underscore the model’s remarkable accuracy, effectiveness, and value for higher education institutions.
“The 2025 Degree Intent Scores mark a major milestone in our mission to connect educational institutions with adult learners who are ready to take the next step in their academic journeys,” said Dr. Mark Voortman, Chief Data Scientist at Liaison. “By leveraging large-scale data and state-of-the-art modeling techniques, we’ve significantly enhanced our ability to help institutions identify adult learners most likely to pursue degree opportunities in the near future.”
The updated scoring model empowers colleges, universities, and other education providers with deeper, data-driven insights to refine recruitment strategies, enhance student engagement, and achieve enrollment goals more effectively.
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