Forty percent of parents prefer their child attend a four-year college after high school.
Despite public skepticism about the value of a college degree, the majority of parents still want their kids to pursue more education after high school, according to a report from Gallup and the Lumina Foundation published today.
During the first two weeks of June, researchers surveyed more than 2,000 adults—including 554 parents of children under 18—about what they thought their own children or the children in their lives should do after high school. Though there was some variation depending on political party affiliation and level of educational attainment, three-quarters of parents over all say they want their children to continue their education.
“Even in this moment of skepticism around higher ed, the pull of college is still powerful for families,” Courtney Brown, Lumina’s vice president of impact and planning, told Inside Higher Ed. “The distinction is between their critiques of the system and their personal aspirations. They see there are some cracks in the system—that it’s not always affordable—and they want to make sure that if they’re going to pay for college that their child is going to see a return on investment.”
Parents had a clear preference for the type of institution their child should attend, with 40 percent of respondents indicating that their first choice would be a four-year university.
That aligns with robust data on the ROI of different degree types showing that people with bachelor’s degrees have far higher lifetime earnings and are half as likely to be unemployed than their peers with only a high school diploma.
However, not every family is convinced that a four-year degree is the best option for their child.
Another 19 percent of the parents surveyed by Gallup and Lumina said they’d prefer a two-year college and 16 percent a job training or certification program. Just 24 percent said they’d prefer their child forgo higher education altogether after high school and instead take a gap year (13 percent) join the military (5 percent) or immediately join the workforce (6 percent).
Differences in party affiliation also shaped which type of institution parents believe their kids should attend after high school. More than half (53 percent) of Democratic parents said they’d prefer their child go to a four-year college, while just a quarter of Republicans said the same; 21 percent of Republican parents said they’d prefer their child enroll at a two-year college after high school, and 22 percent said they’d prefer a job training or certificate program.
“Across the board, everyone believes you need more education after high school. But what we’re seeing now is Republicans wanting a quicker payoff for their education, and often a certification or a two-year degree leads directly to a job where they’re using those skills,” Brown said. “But that can be shortsighted when a job ends and a [worker] needs to get upskilled or reskilled.”
A four-year college education was also the preferred choice for parents with and without a college degree, though there was a considerable gap. While 58 percent of college graduates said a four-year program was their top choice for their child, only 30 percent of non–college graduates said the same.
“Parents still see that a four-year degree is the dream. It’s the degree that opens the most opportunity to getting paid more,” Brown said. “People that have gone to college see that it has paid off, whereas people who haven’t had that opportunity may feel closed out from and are uncertain that it’s going to lead to the money and jobs they’re looking for.”
The survey also asked adults without a child under 18 the same questions about what they would want a child they know—such as a nephew, niece, grandchild or family friend—to pursue after high school.
Similar to the parents surveyed, 32 percent of nonparents said they’d like to see the young people in their lives pursue a four-year degree, while 23 percent favored a two-year program and another 23 percent favored job training or a certificate program.
The University of Utah is cutting 81 offerings in response to state budget reductions and a new law.
Aaron M. Sprecher/Getty Images
The University of Utah plans to eliminate 81 academic programs and minors—a step that administrators attribute to a new state law that called for “strategic reinvestment” after lawmakers slashed funding to public colleges and universities.
The Republican-controlled Utah Legislature passed House Bill 265 this spring. Lawmakers cut 10 percent of institutions’ state-funded instructional budgets, but the law said they could earn back the money by cutting programs and positions and instead funding “strategic reinvestment.” Institutions’ reinvestment plans must be based on enrollment, completion rates, job placement, wages, program-level costs and local and statewide workforce demands.
Other Utah universities detailed their planned cuts in the spring, but this is the first glimpse at how the state’s flagship will respond to the new law.
The planned cuts at the University of Utah include Ph.D.s in chemical physics, physiology, experimental pathology and in theater; master’s degrees in ballet, modern dance, marketing, audiology and applied mechanics; bachelor’s degrees in chemistry teaching, Russian teaching and German teaching; certificates in public administration, veterans’ studies and computational bioimaging; various minors; and more.
Richard Preiss, president of the university’s Academic Senate, said his body’s Executive Committee reviewed the list of programs. He said that, except for one that the committee persuaded the administration to remove from the list, none had graduated more than one student in the past eight years, according to the university’s data. But a university spokesperson said that “some had zero or one, but some had up to a dozen students. Our threshold to identify inactive or low-enrollment courses was 15.”
Preiss said that while theselection process was accelerated, faculty had enough time to give meaningful input.
“These were relatively easy cuts to make and they were relatively painless,” Preiss said. “I anticipate that more painful ones are on the horizon.”
The UC system says it will “engage in dialogue with the federal administration” over grant cuts.
Juliana Yamada/Los Angeles Times/Getty Images
The University of California system announced Wednesday that it would negotiate with the federal government. The response comes a day after the Department of Justice’s deadline for the institution to express its interest in finding a “voluntary resolution agreement” to the agency’s investigation into antisemitism on the University of California, Los Angeles, campus.
On the line is—according to a UC estimate—$584 million in funding that at least three different federal agencies announced they were suspending in the week between the DOJ’s July 29 letter to system officials and its Aug. 5 deadline for them to respond.
If the UC system comes to a resolution with the Trump administration, UCLA would become the first public university to openly make a deal with the federal government to restore grant funding. In the past month, Columbia and Brown Universities have agreed to collectively pay hundreds of millions of dollars to get their funding back.
In the two-paragraph statement, UC system president James B. Milliken said, “Our immediate goal is to see the $584 million in suspended and at-risk federal funding restored to the university as soon as possible,” but he argued that the “cuts do nothing to address antisemitism.”
“The extensive work that UCLA and the entire University of California have taken to combat antisemitism has apparently been ignored,” he said. “The announced cuts would be a death knell for innovative work that saves lives, grows our economy, and fortifies our national security. It is in our country’s best interest that funding be restored.”
The DOJ’s July 29 letter to the system said its months-long investigations, which remain ongoing, have so far found that UCLA violated the equal protection clause of the 14th Amendment and Title VI of the Civil Rights Act of 1964 in its response to a protest encampment on its campus in the spring of 2024.
In a press release about the letter, Attorney General Pam Bondi said, “DOJ will force UCLA to pay a heavy price for putting Jewish Americans at risk and continue our ongoing investigations into other campuses in the UC system.” The agency said in the letter that it is prepared to sue by Sept. 2 “unless there is reasonable certainty that we can reach an agreement.”
But the Trump administration still hasn’t made clear what exactly it wants UCLA to do. Unlike with Columbia and Harvard, the federal government hasn’t listed its overarching demands. And the administration doesn’t appear to only be interested in addressing last year’s encampment at UCLA.
In their own letters to UCLA last week, the National Science Foundation and the Energy Department announced funding suspensions, citing UCLA’s failure “to promote a research environment free of antisemitism and bias” and saying it “endangers women by allowing men in women’s sports and private women-only spaces.” Both agencies also accused UCLA of considering race in admissions.
The Health and Human Services agency, which includes the National Institutes of Health, didn’t provide Inside Higher Ed with NIH’s grant suspension letter, and an HHS spokesperson declined to comment Wednesday. A DOJ spokesperson also declined to comment, and the White House didn’t respond to a request for comment. UC system spokespeople didn’t provide interviews or answer written questions.
UCLA chancellor Julio Frenk said in a separate statement that the institution is doing everything it can “to protect the interests of faculty, students and staff—and to defend our values and principles.”
“We will continue to hold town halls, convene office hours and share information with you, particularly those who are in the most directly affected areas,” Frenk told his employees. “This includes departments that rely on funding from the National Science Foundation, National Institutes of Health and Department of Energy.”
The Georgetown fellow, an Indian citizen, was released from detention in May.
Andrew Thomas/AFP via Getty Images
A Georgetown University researcher who was detained by immigration agents in March will be allowed to resume his work, at least for now, according to a court settlement released Tuesday. Politico first reported the development.
The agreement does not guarantee that the postdoctoral fellow, Badar Khan Suri, will be able to stay in U.S. long term, and it doesn’t resolve his claim that the government violated his First Amendment rights by detaining him because of his pro-Palestinian comments and what the government claims are ties to Hamas. Those aspects of the case will be determined by a later ruling.
That said, as litigation continues, Suri will be protected, maintain his status as a student and remain employed.
Suri was first released from detention in May. His wife is a citizen, but her father has been identified as a former Hamas adviser, which likely was a key factor that influenced Suri’s arrest, Politico reported.
Both parties in the case agreed the settlement was a result of “good faith” negotiations, Politico noted, though the State Department and Department of Homeland Security declined to comment.
“We are encouraged that the government agreed to restore Dr. Suri and his children’s status and records,” Eden Heilman, an ACLU lawyer representing Suri, told Politico. “We know Dr. Suri is eager to rejoin the academic community at Georgetown and this will give him the opportunity to do that this fall.”
Your website is no longer just a digital brochure. It’s the heart of your institution’s marketing, recruitment, and student engagement efforts. For most prospective students, it’s the very first touchpoint, and their decision to inquire, apply, or move on often hinges on what they find there.
More than 90% of students visit a college or university website during their school search. That means your site must not only attract attention but deliver a seamless experience that inspires trust and action.
What does that look like? It’s a blend of smart navigation, compelling visuals, personalized content, and performance that works flawlessly across all devices. It’s also about serving many different audiences, students, parents, alumni, and staff, without sacrificing clarity or focus.
In this article, we break down the 7 best practicesfor higher education websites, with examples from institutions putting them into action. These proven strategies will help your school build a web presence that engages users and drives real results, from exploration to enrollment.
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1. Ensure a Mobile-Responsive, Mobile-First Design
Smartphones are the default browsing tool for most prospective students and their parents. If your institution’s website doesn’t offer a seamless mobile experience, you’re not just frustrating users; you’re losing them.
Why is mobile responsiveness crucial for higher education websites? Most students browse on mobile devices. A mobile-responsive site ensures readability, easy navigation, and fast loading, key for user experience and search rankings. Without it, your site could rank lower on Google and lose over half of the visitors who abandon slow or poorly displayed pages.
Mobile responsiveness means your content adjusts fluidly to any screen size, from smartphones to tablets. This isn’t a nice-to-have feature; it’s a necessity. Google now uses your site’s mobile version to determine how it ranks in search results (a process known as mobile-first indexing). If your site isn’t optimized for mobile, both your visibility and your credibility take a hit.
Use a responsive design that automatically adjusts layouts for smaller screens
Collapse navigation into a clean, mobile-friendly format
Display readable text without requiring zoom
Feature buttons and links that are easy to tap
Example:California Baptist University delivers a standout mobile experience. Its responsive design stacks content cleanly for smaller screens, while large, tappable calls-to-action make it easy for prospective students to explore programs or request information. The site balances function and aesthetics, showing that CBU understands what mobile users need and delivers it.
How can improving website speed benefit my higher education institution? Faster websites reduce bounce rates and keep users engaged longer. Prospects find what they need quickly, improving their impression of your institution. Speed also boosts SEO rankings and increases the chances of conversions like form submissions or brochure downloads.
A smooth mobile journey doesn’t just meet expectations, it sends a clear message: your institution is accessible, student-focused, and ready to meet users where they are.
2. Optimize Your Site’s Speed and Performance
Speed matters. Gen Z users expect instant access, and if your pages lag, they’ll bounce, sometimes before they’ve even seen your programs.
Beyond user frustration, slow sites impact your visibility. Google uses page speed as a ranking factor, so sluggish load times can tank your SEO and conversions.
To keep your site performing at its best, follow these key practices:
Compress images and media. Use modern formats like WebP and apply compression tools to reduce file sizes without sacrificing quality.
Minify code and enable caching. Clean up your HTML, CSS, and JavaScript, and use browser caching to speed up page loads for returning visitors.
Implement a Content Delivery Network (CDN). CDNs serve content from servers closest to the user, minimizing delays caused by physical distance.
Limit heavy third-party scripts. Only use plugins and scripts that are essential—too many can drag your site’s performance down.
Test regularly. Tools like Google PageSpeed Insights, GTmetrix, or Lighthouse help you spot bottlenecks like oversized images or slow server response.
Example:University of Arkansas at Little Rock (UA Little Rock): In March 2025, UA Little Rock rolled out a major website overhaul that improved both user experience and performance speed. A key move was transitioning to modern cloud hosting, which “ensures greater reliability, multiple backups, and improved site performance,” especially during peak or emergency periods. The web team also streamlined the site’s content (trimming 8,000+ pages down by 30%) and modernized the codebase, which reduces load times by eliminating bloat.
Why this matters for higher ed: Even a one-second improvement in page load time can make a measurable difference in how long users stay and what actions they take. A fast website tells students you’re efficient, professional, and respectful of their time, a small detail that leaves a big impression.
If your site is slow, it’s time to speed things up.
3. Implement Strong SEO to Boost Search Visibility
You can have the most beautifully designed website in the world, but if prospective students can’t find it, it won’t deliver results.
That’s where search engine optimization (SEO) becomes critical. Most college students rely on search engines to explore programs, compare schools, and research next steps. If your institution doesn’t appear in those search results, you risk missing out on a massive share of qualified leads.
Think about the intent behind queries like:
“Best MBA programs in Canada”
“Colleges in Toronto for computer science”
“Online diploma in healthcare administration”
If your pages don’t show up, students won’t even know to consider you.
Here’s how to strengthen your SEO strategy and stay visible throughout the student journey:
Keyword Optimization
Start with the language students use. Research long-tail keywords that reflect real queries (e.g., “online MBA in finance” or “career college digital marketing course”). Then, use those terms naturally in your:
Program page titles and H1 headers
Metadata and image alt text
Body content and subheadings
This improves your rankings and helps students quickly identify whether your offerings match their needs.
High-Quality, Student-Centric Content
Search engines prioritize helpful content. So do students. Build rich pages and blog posts that answer common questions about admissions, tuition, career outcomes, or student life. Content that educates, informs, and reassures will keep users engaged and build trust.
Gen Z doesn’t want to dig for answers. Make them easy to find, and you’ll win the click.
On-Page SEO Basics
Each page on your site should have:
A unique meta title and description featuring relevant keywords
Structured headings (H1, H2, H3…)
Descriptive image alt text for both accessibility and SEO
These basic elements are easy to overlook, but they make a real difference in how Google interprets and ranks your content.
Technical SEO and User Experience
Your site’s infrastructure plays a big role in search visibility. Prioritize:
Mobile-friendliness (as covered in Section 1)
Fast page load times
Secure browsing (HTTPS)
Logical, crawlable URLs
Fixes for broken links and outdated pages
Google rewards user-friendly experiences. So do your prospective students.
Local and International SEO
Have a physical campus? Make sure your Google Business Profile is claimed and accurate. Serving international audiences? Offer multilingual content or geo-targeted landing pages to attract global prospects.
Example: When ENSR partnered with Higher Education Marketing (HEM) in 2019, the school sought to improve its online visibility and attract more qualified leads. HEM implemented a comprehensive SEO strategy that included technical website improvements, bilingual content creation, and targeted Google Ads campaigns. These efforts significantly enhanced ENSR’s search rankings and increased high-quality inquiries from families seeking international education in Switzerland.
Why this matters: SEO isn’t a quick win; it’s a long-term strategy. But done right, it builds sustained visibility across every stage of the student journey.
A prospect might first find your blog post about how to choose a business school. Weeks later, they search for [Your University] campus life. Eventually, they return to your site to click Apply Now. SEO ensures you’re present at each step.
And since over 90% of students visit your website before applying, showing up in search isn’t just a marketing boost, it’s mission-critical.
What role does SEO play in the success of a higher education website?
SEO helps your site appear in search results when students research programs. Strong SEO brings qualified traffic, builds credibility, and ensures your programs are seen, without relying solely on paid ads.
SEO brings it all together. A fast, accessible, content-rich, and mobile-optimized site naturally ranks better. That means more visibility, more engagement, and more students taking the next step with you.
4. Make Your Content Accessible and Inclusive to All Users
Accessibility is now a fundamental expectation. Your website should serve everyone, including users with visual, auditory, motor, or cognitive disabilities.
In the U.S., more than 61 million adults live with a disability, and in Canada are more than 27 million. Globally, the number reaches into the hundreds of millions. If your website isn’t accessible, you may be shutting out prospective students, parents, or staff who are eager to connect but simply can’t.
Beyond ethics, it’s also the law. New ADA Title II regulations in the U.S. now require public colleges and universities to comply with WCAG 2.1 Level AA standards. Similarly, Canada’s AODA (Accessibility for Ontarians with Disabilities Act) sets a comparable benchmark for accessibility. Failure to comply with these standards can result in lawsuits, financial penalties, loss of federal funding, and significant reputational damage.
An inclusive website is no longer optional. It’s a legal, ethical, and strategic imperative.
Best practices for accessible higher education websites:
Follow WCAG 2.1 AA guidelines. This includes alt text for images, captions or transcripts for videos, strong color contrast, and keyboard-friendly navigation.
Use semantic HTML. Headings, lists, and ARIA landmarks help users navigate with screen readers and assistive tech. Avoid flashy layouts that confuse accessibility tools.
Write descriptive link text. Replace vague links like “click here” with actionable, informative phrasing: Download the admissions brochure, for example.
Test with real users. Use accessibility checkers and consult individuals who rely on screen readers or other assistive devices; automated tools often miss real-world issues.
Why this benefits everyone: Captions aren’t just for deaf users; they help second-language learners, mobile viewers, and anyone watching a video in a noisy space. High-contrast design improves readability in bright light or on low-quality screens. And clean navigation benefits all users, whether or not they rely on assistive technology.
Accessibility makes your site better for everyone and signals your commitment to equity and inclusion.
Example:Otis College of Art and Design proves that accessible websites don’t have to be boring. Their visually bold, design-forward site includes thoughtful accessibility features, like the ability to pause animated content and high-contrast elements that enhance readability. It’s proof that inclusive design and creativity can go hand in hand.
By prioritizing accessibility from the start, your institution not only meets regulatory standards, but it also opens the door to more prospects and strengthens its reputation as a place where everyone belongs.
5. Design Intuitive Navigation and User-Friendly Interfaces
Higher education websites often contain a massive amount of information, program details, admissions requirements, campus services, student life, alumni resources, and more. Without clear navigation, this wealth of content can quickly become overwhelming.
If prospective students can’t find basic information like how to apply, what programs you offer, or where to request info, they won’t stick around. They’ll simply move on to another institution that makes things easier.
Your goal? Make exploration effortless: Navigation should be clean, logical, and centered around user needs, not internal structures or department silos. Every menu, page layout, and search function should guide visitors toward their goals with clarity and speed.
Tips for intuitive higher ed site navigation:
Use simple, student-focused labels. Stick to clear menu items like “Programs,” “Admissions,” “About Us,” and “Contact.” Avoid institutional jargon. Limit top-level menu items to avoid overload, and organize deeper pages using dropdowns or mega menus.
Design for user journeys, not just departments. Group content around tasks or audience needs. Instead of listing academic departments, consider categories like Plan, Start, Succeed, or even Explore Programs and Find Support.
Create clear user paths for different audiences. Persona-based navigation (e.g., Prospective Students, Current Students, Parents, Alumni) lets visitors self-identify and jump directly to what matters to them. This reduces cognitive load and improves time-to-information.
Make CTAs impossible to miss. Buttons like Apply Now, Request Info, and Visit Campus should be visually distinct and consistently visible across key pages.
Maintain styling and structural consistency. Don’t make users relearn how to navigate with every new section. Ensure the styling, placement, and behavior of menus remain predictable and responsive for mobile users.
Example: Eastern Iowa Community Colleges: EICC structures its top-level navigation around the student journey with three clear categories: Plan, Start, and Succeed. This not only simplifies decision-making but also shows a deep understanding of student concerns. The site also includes an “I’m most concerned about…” section: addressing common hesitations head-on, with empathy and clarity.
A user-friendly website doesn’t just look polished; it feels helpful. Smart navigation says, “We understand your needs, and we’ve made it easy to find what you’re looking for.” Higher education website design can be the difference between a visitor who bounces and one who applies.
6. Provide Engaging Content and Clear Calls-To-Action
Content is what transforms a higher ed website from a digital brochure into a dynamic recruitment tool. Prospective students don’t just want information; they want answers, inspiration, and a glimpse of what their future might look like at your institution.
They’re searching for:
Program details
Admission requirements
Tuition costs
Campus life
Career outcomes
Student experiences
Your job is to deliver that content in a way that’s clear, engaging, and actionable.
Best Practices for Content That Drives Enrollment:
Showcase your academic programs clearly. Each program should have a dedicated page that covers curriculum highlights, faculty expertise, admissions requirements, and career prospects. Schools should prioritize program-level content because it’s the first place prospects look.
Use rich media to bring your campus to life. Photos, videos, virtual tours, and infographics add emotional and visual depth that text alone can’t match. Consider a homepage hero video, a student life highlight reel, or virtual walkthroughs of your campus and classrooms.
Incorporate authentic student voices. Today’s students want real stories. Feature testimonials, student spotlights, or day-in-the-life content that reflects your community’s diversity and vibrancy. Whether it’s a video diary from a nursing student or a blog from an international applicant, authenticity builds trust.
Keep your content fresh. Outdated information erodes credibility. Make it a priority to update admissions deadlines, program details, and tuition info regularly. Maintain a blog or news section to show your campus is active, but don’t let fresh content bury essential evergreen pages like Programs or How to Apply.
Guide users with clear, strategic CTAs. Every important page should ask: What’s the next step? Then answer it with a bold, well-placed button. Whether it’s “Apply Now,” “Download a Program Brochure,” or “Book a Virtual Tour,” your CTAs should stand out visually and match the context of the page.
Example: OCAD University (Canada) redesigned its admissions website with a bold visual identity, simplified navigation, and CTAs tailored to the user journey, like “Get Portfolio Help” or “Start Your Application.” The results? Within weeks of launch, the site saw a 21% increase in visits and a 15% increase in applicants. The combination of user-first content and clear actions paid off.
Content also reinforces every other best practice:
Accessible content means adding alt text and transcripts.
SEO-optimized content means using keywords that align with search intent.
Fast-loading content means using lightweight visuals and optimized media.
When your content delivers real value and your calls-to-action guide users clearly, you don’t just inform; you inspire. And that’s what drives conversions.
7. Integrate With a CRM for Lead Management and Personalization
A well-designed website gets visitors. A strategically integrated website gets conversions.
One of the most powerful ways to level up your higher ed site is by connecting it to a Customer Relationship Management (CRM) system. CRMs are central hubs for capturing, organizing, and nurturing prospective students through the enrollment journey.
When your website and CRM are integrated, lead data flows automatically from inquiry forms, newsletter signups, and event registrations into a centralized system, no more manual data wrangling, missed follow-ups, or siloed information.
Why CRM Integration Matters:
Instant lead capture and time savings Every time a prospect fills out a form, to download a course brochure or RSVP to an open house, their information is logged automatically in your CRM. This eliminates the need for staff to transfer spreadsheets or copy-paste emails. The result? Less administrative busywork and fewer mistakes, giving your admissions team more time to focus on real engagement.
Faster, personalized follow-up CRM integration lets you respond in real time. Someone requests info? They get a tailored email within minutes. And your recruiters are instantly notified with the lead’s details, so they can follow up while your institution is still top of mind. Prompt follow-up, especially within 24 hours, greatly increases contact and conversion rates. A connected CRM makes that speed possible.
Personalized web experiences Advanced CRMs like HubSpot or Mautic allow you to show smart CTAs and dynamic content based on the visitor’s behavior. If someone has already attended a webinar, your site might offer “Schedule a One-on-One Consultation” instead of “Register for Info Session.” Personalization like this increases engagement and accelerates movement through the funnel.
One institution used smart CTAs to tailor messaging for return visitors. New users saw English test prep offers, while returning prospects saw “Start Your Application” prompts, resulting in higher click-through and application rates.
Full visibility into the student journey Every interaction, form fill, email open, and event attendance is tracked in the CRM. Your team gets a 360° view of each lead’s engagement, helping them tailor conversations and prioritize follow-ups. You can also track which web pages and campaigns are driving the most conversions, helping you optimize over time.
For example, CRM data may reveal that campus tour sign-ups convert at twice the rate of general inquiries. Insights like these help you double down on what works.
A seamless, consistent user experience From a student’s perspective, CRM integration reduces friction. They won’t have to fill in the same information twice. Communications feel timely and relevant. Even if a staff member changes, the CRM ensures continuity, so the conversation picks up where it left off.
Behind the scenes, your team gains confidence that every lead is being handled properly, with full history and context at their fingertips.
The tools and payoff
Higher education institutions are increasingly using education-focused CRMs like HubSpot or HEM’s Mautic CRM. These tools enable automation at every stage, from capturing leads to triggering nurture emails to customizing website CTAs.
Example: Griffith College, Ireland’s largest independent college, partnered with Higher Education Marketing (HEM) to implement HubSpot CRM for more efficient lead management and personalized student recruitment. Through a comprehensive strategy that included conversion funnel audits, CRM staff training, automated workflows, and segmented lead nurturing, HEM helped Griffith streamline communications and improve follow-up with prospective students. As a result, the college achieved a 20% year-over-year increase in registered learners for its Spring 2023 intake.
CRM integration does require some technical setup and cross-department coordination. But the payoff is immense: your website becomes a two-way communication platform, collecting insights, responding to actions, and guiding visitors toward enrollment with relevance and precision.
For institutions serious about scaling recruitment and deepening personalization, connecting your CRM to your website is no longer optional. It’s a modern best practice and a clear path to smarter, more successful digital engagement.
Build a Website That Drives Enrollment
Your website isn’t just a marketing asset; it’s your institution’s top recruiter. Every click, scroll, and form fill is a chance to move a prospective student closer to enrollment.
By applying these best practices for higher education websites, from mobile-first design and fast performance to SEO, accessibility, and CRM integration, you create more than just a polished digital presence. You build a site that informs, inspires, and converts.
In a crowded higher ed market, the schools that win are the ones that treat their website like the powerful recruitment engine it is. Make yours work harder, smarter, and more strategically, starting now.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: Why is mobile responsiveness crucial for higher education websites? Answer: Most students browse on mobile devices. A mobile-responsive site ensures readability, easy navigation, and fast loading, key for user experience and search rankings. Without it, your site could rank lower on Google and lose over half of the visitors who abandon slow or poorly displayed pages.
Question: How can improving website speed benefit my higher education institution? Answer: Faster websites reduce bounce rates and keep users engaged longer. Prospects find what they need quickly, improving their impression of your institution. Speed also boosts SEO rankings and increases the chances of conversions like form submissions or brochure downloads.
Question: What role does SEO play in the success of a higher education website? Answer: SEO helps your site appear in search results when students research programs. Strong SEO brings qualified traffic, builds credibility, and ensures your programs are seen, without relying solely on paid ads.
The U.S. Department of Justice sued the state of Oklahoma Tuesday over a state law that allows undocumented students to pay in-state tuition rates. Oklahoma is now the fourth state the DOJ has sued for having such a policy.
The state’s Republican attorney general, Gentner Drummond, swiftly sided with the federal government and filed a joint motion in support of quashing the law. He said in a statement that it’s “discriminatory and unlawful” to offer noncitizens lower in-state tuition rates “that are not made available to out-of-state Americans.”
“Today marks the end of a longstanding exploitation of Oklahoma taxpayers, who for many years have subsidized colleges and universities as they provide unlawful benefits to illegal immigrants in the form of in-state tuition,” Drummond said.
Now the state and the DOJ await a ruling from the U.S. District Court for the Eastern District of Oklahoma.
Oklahoma’s quick support for the legal challenge is reminiscent of what happened in Texas when the DOJ sued the state in June: Within hours of the lawsuit, Texas sided with the Justice Department and a judge ruled in favor of a permanent injunction, ending in-state tuition for noncitizens. The DOJ then filed similar lawsuits against Kentucky and Minnesota, though those legal fights are still ongoing.
The lawsuits follow an executive order issued by President Donald Trump in April calling for a crackdown on so-called sanctuary cities and state laws unlawfully “favoring aliens over any groups of American citizens,” citing in-state tuition benefits for noncitizens as an example.
A new survey will collect data on academic flourishing among students enrolled in colleges and universities.
Joseph Prezioso/AFP/Getty Images
For prospective students looking to enroll in higher education, there are a variety of institutional factors to consider, among them location, course of study, cost of tuition and campus culture. Various sets of rankings provide additional information that might matter to students, such as spending on research or socioeconomic mobility for graduates.
But one key outcome of higher education remains underappraised, according to Tyler VanderWeele, a professor of epidemiology and biostatistics at Harvard University and director of the Human Flourishing Program: a student’s personal growth.
Many institutions publish lofty mission statements that connect the learning experience to students’ personal growth, leadership skills, vocation and sense of purpose upon graduation. But beyond anecdotal testimony, there are few measures to understand the influence of colleges and universities on student flourishing.
Next spring, Harvard University and Wanderweele are launching a new assessment tool as part of the Human Flourishing Program. The Flourishing Data Collaborative survey asks students to reflect on their college experience and provide their home institution with feedback as to what’s working and what needs additional intervention to affect student thriving.
What’s the need: Researchers created the survey in part to encourage colleges and universities to consider flourishing and student development a core function of the institution.
“I really do believe that what we measure shapes what we discuss, what we aim for, what policies are put in place to achieve those aims,” VanderWeele said. “So the very act of measurement, in some sense, itself constitutes an intervention and might help colleges and universities better pursue this.”
The assessment is not designed as a replacement for other measures of student success, including job placement or retention rates, Wanderweele noted. But sometimes a focus on ranking metrics can shift institutional priorities in a way that neglects the human-centered mission of postsecondary education, he said.
“For example, U.S. News & World Report rankings [have] very much shaped higher education, and people pay a lot of attention to this, but I think it’s also reoriented colleges and universities to specific metrics and ends that will help them go up in those rankings,” VanderWeele said. “Is it really the most important thing how much money has been spent on new student center facilities?”
The program also wants to better understand the role of higher education in promoting student well-being. Large numbers of young people report feeling on edge, lonely, unmoored or directionless, according to a study from Harvard’s Graduate School of Education. To get at this question, the survey asks about a learner’s sense of happiness and meaning and their financial security.
How it works: After promising results from pilot surveys conducted at the University of North Carolina at Chapel Hill, Harvard and Campus Bio-Medico University of Rome last year, the annual survey will launch in spring 2026, allowing first-year students to have at least one semester of undergraduate experience under their belts. Learners will respond to 24 questions ranging from “to what extent has university life helped you pursue truth?” to “to what extent has university life helped you to better lead a moral life?”
VanderWeele hopes the survey will serve as a reflection tool for students to consider how education has contributed to their development, but also where they can be self-motivated to improve their well-being.
After data collection is complete, each institution will receive a 50-page report and a dashboard with their survey results, allowing them to filter by specific data points.
What’s next: Presently, the program is recruiting member institutions to participate in the survey and engage in a community of practice, Wanderweele said. The goal is for institutions to gain insight about their current practices, or even assess interventions across several surveys, but also to learn from their peers.
“Our goal with this is not to differentially rank institutions, but to help each of these institutions come together, reflect on their strengths [and] areas for growth and to learn from one another in these different ways,” VanderWeele said.
Institutions will pay an annual $10,000 membership fee to participate, which VanderWeele said is a similar rate to other survey offerings of this kind.
Approximately 20 colleges have indicated interest in membership and another 100 have signed up for an upcoming webinar on Aug. 20 for additional information. VanderWeele said he is hoping a few dozen colleges and universities join the initiative this year.
In addition to providing institution-specific insights and policy recommendations, VanderWeele and his team hope to use survey results to conduct research on human flourishing in higher education in general.
I recently coached a scholar through drafting a proposal for her second book. Her manuscript is almost complete, and our work together involved putting together a strong pitch for a few of the university presses that publish in her field. As she shared the last component of her book proposal with me for feedback, she observed with satisfaction that the proposal was indeed coming together but that the hard part would be working up the nerve to send the project off. If she only knew how many times I’ve seen that “hard part” be the step that kept people from realizing the publishing success they so deserve.
As a professional developmental editor and publishing consultant who has spent the last 10 years helping academics bring their books and articles to print, I’m well-versed in the struggles of the scholarly writer. It’s no small feat to find time to research and write amid other professional obligations (like teaching and service) and personal commitments (like childcare, eldercare and self-care), not to mention national and global turbulence. Those who manage to complete a scholarly manuscript under these conditions should be applauded. But then the writer who has already accomplished so much faces another hurdle: persuading a press or journal to publish the text they’ve written.
A common reaction to this hurdle is to find ways to delay having to confront it. I see writers get stuck in endless rounds of revision, going back and forth about which citations to include, tinkering with sentence structure and word choice, waiting to contact publishers until they’ve landed on the perfect phrasing for their cover letters.
The truth is that the minute details don’t matter as much in the first submission as authors might think, especially at book publishers. You do want to put your best foot forward, to show that you value an editor’s time and that of the peer reviewers who will consider your work for publication. But it’s expected that your manuscript will evolve with the input of peer reviewers and that polishing words and sentences will happen during the final revision and copyediting stages. The writer’s goal when submitting to publishers should therefore not be a perfectly finished text, but a “good enough” manuscript that allows a press or journal to seriously consider whether they want to give a greater platform to the writer’s ideas.
But what constitutes “good enough” in the eyes of scholarly publishers? The first criterion publishers are looking for is a sense of fit with their existing offerings. This actually has little to do with the quality of your writing. It’s more about whether the readership that the press or journal has already cultivated is generally welcoming to the topic, methods and theoretical framework of your piece.
To ensure your manuscript is good enough in the area of fit, do your homework on what your target press or journal has recently published in the last year or two. Get clear on whom you are writing for and find outlets where those readers are already gathering. The risk of rejection goes down exponentially when you send your manuscript to the right place.
Turning to your manuscript itself, before sending it to a publisher, you should evaluate it for what I call the four pillars of scholarly writing: argument, evidence, structure and style. Scholarly manuscripts must have a solid foundation in all four areas to be successful in the publishing process, because each of these fundamental aspects of the text has the potential to make or break the text’s chances of being received well by peer reviewers, getting approved for publication and ultimately reaching readers in the author’s scholarly field and beyond.
Your argument is the main claim that drives your text and that you want readers to accept. Is it clearly stated near the beginning and does it remain present throughout the text? Your evidence backs up the argument for the reader. Do you have sufficient evidence and do you analyze it effectively to guide your reader to the points you want them to accept?
The structure of your manuscript supports the reader in encountering your evidence and absorbing your points in a logical and engaging order. Structural concerns include the way the text is organized into chapters, sections and paragraphs, as well as your use of titles, headings, transitions and other signposts to move your reader along. Have you put thought into why the components of your text are organized the way they are, and have you used appropriate cues to make the structural logic obvious to your reader? By style, I mean the overall presentation of your writing, including how your attitude toward both reader and subject matter shows up on the page. Depending on the publishing venue, the style of a scholarly manuscript may be informal or formal, passionate or detached. Consider what will be most effective with your most important readers and ensure stylistic consistency across your text.
After attending to big-picture matters, you will want to double-check that everything in your text is accurate and that sloppy errors don’t interfere with a reader’s understanding of what you want to say. But resist the temptation to tinker endlessly with superficial details. Everyone’s time, labor and mental fortitude are limited these days, so spend yours where they will get you the greatest return on investment.
Try to reframe the editorial and publication process in your mind, thinking of it not as an adversarial set of gatekeeping encounters—though it can be that at times—but as a process designed to make your work the best it can be before it goes public. Your manuscript doesn’t have to be perfect when entering the process, because you’ll be taking it through several cycles of development before considering it to be finished. There will be multiple opportunities to improve it, and editors, peer reviewers and supportive readers will be alongside to help.
The prospect of hitting “send” on your manuscript can be incredibly nerve-racking, but your ideas can’t reach anyone, let alone do good work in the world, if you don’t put them out there. You must eventually let go of the manuscript so it can go do its work.
Doubts are natural. You may worry that a reader you respect will have reasonable objections or that you’ve missed something important. Perhaps you also worry about exposing yourself to criticism or rejection on the basis of your ideas, identity, background or political beliefs. Such fears are legitimate, especially for those scholars who are already marginalized in the academy. Name these fears and acknowledge that you have a right to feel your anxieties. Then assess whether the actual risks are worth silencing yourself by not putting your work out there at all.
Laura Portwood-Stacer is the author of Make Your Manuscript Work (Princeton University Press, 2025), which offers a practical method to develop scholarly texts for publication, including a list of the most common areas where manuscripts need improvement. She is also the author of The Book Proposal Book (Princeton, 2021) and the Manuscript Works Newsletter, providing weekly guidance for scholarly writers and publishing professionals.
From declining enrollments to equity gaps and growing concerns about student belonging, the pressures on colleges and universities—especially those serving first-generation and regional student populations—are intense and unrelenting. We have all read about the enrollment cliffs and seen firsthand how small, regional institutions are being asked to do more with less while still delivering transformational experiences to diverse and increasingly nontraditional learners.
While there is no single solution to these complex and multifaceted challenges, I believe we can and must do better to organize and focus our collective efforts. In my two decades of experience as a mathematics education professor, interim dean, student success leader and first-generation college graduate, I have repeatedly seen the power of synthesizing widely known but often disconnected strategies into coherent, institutionwide models for student success.
That experience led me to develop the ACCESS framework, a holistic and memorable approach that integrates six core pillars essential to supporting students from recruitment through graduation and beyond. These pillars—affinity, community, career, early alert, support and storytelling—are not novel in isolation. However, woven together, they offer a powerful and practical road map for institutions striving to create environments where students not only persist but thrive. Importantly, ACCESS also addresses what I see as a common and costly issue in higher education: fragmentation. Too often, well-intentioned programs exist in silos, failing to produce the sustained, cross-campus impact we seek. ACCESS offers a way to unify these efforts into a clear, student-centered strategy.
Affinity: Fostering Belonging From Day One
Students are more likely to succeed when they feel they belong. This is especially true for first-generation students, underrepresented populations and those navigating higher education in rural or regional settings where campus may feel unfamiliar or disconnected from prior experiences.
Affinity strategies focus on helping students quickly form meaningful connections with peers, faculty and the institution itself. Examples include first-year experience programs, peer mentorship initiatives, themed housing and proactive advising. Institutions that intentionally create these touch points early and often can increase students’ sense of belonging and purpose, which researchhasshown to be critical predictors of retention and achievement.
Affinity is about more than social engagement—it is about students seeing themselves as valued and capable members of the campus community.
Community: Building Meaningful and Reciprocal Connections
Beyond personal belonging, students benefit from opportunities to engage in shared purpose.
Community-focused strategies emphasize service learning, civic engagement, student organizations and collaborative learning experiences that help students feel connected not only to campus but to broader societal goals. Partnerships with local community and nonprofit organizations create reciprocal value: Students gain real-world experience and social capital while institutions strengthen ties with the communities they serve.
Moreover, community-building activities enhance peer support networks. Students engaged in study groups, cohort models or co-curricular leadership roles oftendemonstrate higher retention and graduation rates. Creating purposeful, inclusive spaces for students to connect with one another should be viewed as essential, not optional.
Career: Connecting Learning to Life After College
Students increasingly expect—and deserve—a clear connection between their academic experience and future opportunities. Career-connected learning, designed to deepen students’ classroom experiences by connecting skills to real-world occupations, has been shown to increase engagement, motivation, broader sense of purpose and sense of preparedness for employment. But career integration must go far beyond the traditional career center model. It should be infused throughout the student journey.
ACCESS emphasizes career as a core pillar, with a focus on early and ongoing exposure to career pathways, industry partnerships and hands-on learning. Microcredentials, internships, alumni mentoring and project-based courses all help students articulate the value of their degree and build the confidence to pursue their aspirations. When students can see the relevance of their studies to their goals, their motivation, persistence and sense of belonging increase substantially.
Early Alert: Leveraging Data to Intervene and Support
While many institutions have adopted early-alert systems, ACCESS emphasizes the importance of using data in intentional, coordinated ways across campus. A study of more than 16,000 students at a regional university found an early-alert system was effective at identifying students at significantly higher risk of dropping out, even when controlling for academic performance and demographic characteristics. Early-alert systems are not simply about identifying struggling students—they are about creating a culture where faculty, advisers and staff collaborate to proactively support students before issues become crises. Effective systems involve mobilizing cross-campus teams to conduct outreach—through emails, phone calls or in-person check-ins—to improve retention rates and remove barriers ranging from financial hardship to emotional stress.
Early alert requires more than technology. It requires buy-in, training and shared ownership. When done well, it sends a powerful message to students: “You matter, and we are here to help you succeed.”
Students’ lives are complex, and so are the challenges they face. ACCESS recognizes that academic success cannot be separated from wellness, financial stability and mental health. Institutions must offer robust, coordinated support systems that meet students where they are and that encompass everything from advising, tutoring and accessibility services to counseling, financial aid navigation and basic needs support. Centralized student success centers, coordinated case management models and wraparound services are all effective ways to ensure that no student falls through the cracks.
Wraparound student support services, especially when delivered through relational, trauma-informed and personalized case management, foster deeper connection and institutional engagement. This in turn supports retention and persistence outcomes. Importantly, support must be framed as a strength, not a deficiency. Normalizing help-seeking behavior and reducing stigma are essential to creating an environment where students feel safe accessing the resources they need.
Storytelling: Creating a Culture of Pride and Narrative
Finally, ACCESS includes a pillar that is often overlooked but profoundly impactful: storytelling. Students are more likely to persist and complete their degrees when they can see themselves as protagonists in their own educational journeys.
Institutions should prioritize sharing student and alumni stories—through social media, newsletters, admissions materials and campus events—to reinforce the value and relevance of the college experience. Equally important is empowering students to reflect on and tell their own stories, helping them make meaning of their experiences and building a sense of pride and ownership. Research suggests that as students reshape their narrative identities, seeing themselves not as outsiders but as capable contributors, they become more engaged and persistent in their academic work.
In my leadership roles, I have seen how storytelling humanizes data and drives institutional momentum. Donors connect emotionally to stories of transformation. Prospective students see possibilities reflected in the experiences of peers. Faculty and staff are reminded of their purpose. Storytelling, when done authentically, becomes a unifying force.
Putting ACCESS Into Action
The ACCESS framework is not prescriptive or rigid. Rather, it is an adaptable model that provides institutions with a common language and conceptual map for aligning efforts across recruitment, retention, student support and advancement.
I am mindful that the individual strategies embedded in ACCESS are not new. What is new—and, I believe, urgently needed—is a simple, memorable framework that helps institutions avoid fragmented initiatives and instead build integrated, student-centered ecosystems.
Importantly, ACCESS should not exist outside of the academic mission. Its greatest potential lies in integration with the curriculum. Faculty play a vital role in fostering belonging, connecting coursework to careers, identifying students in need of support and empowering students to reflect on their learning. When academic and co-curricular strategies align, student success becomes not a separate initiative but a seamless and transformative part of the college experience.
ACCESS can serve as a guide for cabinet-level planning, cross-departmental working groups, strategic enrollment management and assessment. It offers a way to bring together academic affairs, student affairs, advancement and community partners around a shared vision for student success.
As higher education faces unprecedented challenges, we must embrace models that are not only evidence-based but also intuitive and human-centered. I invite my colleagues across higher education to consider how ACCESS—or similar integrative models—might provide clarity, cohesion and inspiration as we work collectively to support the students we serve.
Laura J. Jacobsen is the chair of the Department of Mathematics and Statistics and a professor of mathematics education at Radford University.
Yet underneath those challenges lies another, less headline-grabbing danger: delayed upkeep and repairs to infrastructure and assets.
More on the Survey
Inside Higher Ed’s 15th annual Survey of College and University Chief Business Officers was conducted by Hanover Research. The survey included 169 chief business officers, mostly from public and private nonprofit institutions, for a margin of error of 7 percent. The response rate was 7 percent. A copy of the free report can be downloaded here.
On Wednesday, Aug. 20, at 2 p.m. Eastern, Inside Higher Ed will present a free webcast to discuss the results of the survey, with experts who can answer your most pressing questions about higher education finance—including how to plan effectively amid the current financial and policy uncertainty. Register here.
One in three surveyed CBOs (36 percent) identified infrastructure/deferred maintenance costs as a top financial risk to their institution, just behind state and/or federal policy changes—and ahead of options such as technology investment requirements, increased market competition (including from alternative credential providers), potential changes to international student enrollment and changes in student athletics revenue and name, image and likeness deals.
Most CBOs also say they’re at least moderately concerned about their institution’s ability to fund deferred maintenance and facility needs, with 11 percent extremely concerned and another quarter (25 percent) very concerned.
How bad is the problem? Just 1 percent of institutions represented were on track to fund no deferred maintenance in the then-current fiscal year (the survey was live in April and May). But another 63 percent were only poised to fund up to a quarter of identified needs. This is consistent across public and private nonprofit institutions.
By institution type, public doctoral university CBOs were most likely to report funding a quarter or less, at 89 percent. Community college CBOs were least likely to report this, at 44 percent. Still, just about a third of community college CBOs expected their institution to fund more than half of identified needs.
Across higher education, deferred maintenance needs span aging HVAC systems, roofs and dorms; buildings in need of rewiring; and more. Technical deferred maintenance, such as addressing choppy Wi-Fi, is another concern. These aren’t the flashy projects that attract donors or drive capital campaigns (exceptions notwithstanding). But they matter in terms of curb appeal and functionality. Prospective students notice the state of facilities. Dingy classrooms and buildings are current students’ learning and living conditions, and employees’ working conditions. Deferred maintenance may translate to safety or accessibility issues (think sidewalks and elevators). And problems only compound over time, meaning deferred maintenance can—and does—escalate to larger, costlier repairs.
Richard G. Mills Jr., president and CEO of United Educators, a liability insurance and risk management services provider, said that underfunding depreciation has “long been in the bag of tools that institutions will turn to in times of financial stress.” It’s never been a “great practice,” he continued, “but I understand why it happens, and there is even an argument that in the past era of growth—in endowments, tuition, philanthropy and student population—it wasn’t an outlandish way to approach what were largely temporary downturns.”
Now all that has changed, said Mills, a former college chief administrative, business and operating officer: “The forward environment is unlikely to be one of growth,” with philanthropy, tuition revenue and student populations “certain to remain flat or decline for some time.”
In this light, using deferred maintenance as a tool is simply delaying an expense whose cost is likely to compound at a significant rate, he added.
Ruth Johnston, vice president of consulting for the National Association of College and University Business Officers, agreed that deferred maintenance “is a very big and growing issue for universities and colleges and has been for many years.”
Public colleges and universities are often hardest hit, Johnston said, as state legislators “prefer to fund new capital projects over providing funds for the less glamorous options of deferred maintenance.” And unless universities and colleges “intentionally create budgets, and consistently add funds to them, they don’t prioritize deferred maintenance and often only pay for emergency needs.”
The shiny-object phenomenon isn’t exclusive to public institutions. Mills recalled, for example, how a dean at a private institution once said he wasn’t worried about underfunding because when major renewal was required, “he would simply run a capital campaign to build a new building.”
In addition to the findings on deferred maintenance, the survey also suggests that some institutions are rethinking their physical campuses amid shifting enrollment and study trends. About two in five respondents (41 percent) report that their institution is retaining its current physical campus footprint but investing in renovations. Another 34 percent report targeted expansion, or moderate growth in specific areas. But relatively few CBOs report either strategic downsizing or significant expansion.
Deferred maintenance expenses can sometimes be bundled into other project budgets. But uncertainty and other factors are slowing or halting even capital spending on many campuses—even if strategic downsizing isn’t yet a major trend.
Seth Odell, founder of Kanahoma, an education marketing agency, underscored the gravity of the deferred maintenance backlog, saying it “feels like it’s a part of a broader death spiral many institutions have found themselves in.”
“We often treat deferred maintenance as a facilities or finance issue, but it’s increasingly a strategic enrollment risk—and one that’s compounding year over year,” he said. “I’ve worked with institutions where students are literally walking past shuttered buildings on campus tours, or sweating through admitted-student events due to outdated HVAC systems. In a competitive enrollment environment, these realities are no longer just aesthetic. They’re affecting yield.”
Compounding Problems, (Radical) Solutions
Even before it downgraded its higher education outlook in March due to federal policy uncertainty, Moody’s Ratings had warned that a “large and growing backlog of capital needs posed a significant credit risk for the higher education sector.” In a report last summer, Moody’s said that $750 billion to $950 billion of spending would be needed over the next decade for just its approximately 500 rated colleges and universities to make “significant headway toward reducing deferred maintenance, upgrading facilities and building the new projects that are critical to strategic positioning.”
“Colleges and universities that are unable to offer updated facilities, advanced technology and an attractive physical environment risk losing competitive standing,” Moody’s said at the time.
Construction cost data firm Gordian documented in its most recent “State of Facilities in Higher Education” report “ongoing curtailment of campus expansions as institutions take stock of what they will really need to own and operate,” plus shortfalls in the funding of needed campus renewal investments of more than 32 percent. It valued the backlog of capital renewal needs at over $140 per gross square foot.
The situation isn’t likely to improve anytime soon. Emily Raimes, associate managing director at Moody’s, told Inside Higher Ed that amid growing economic and policy uncertainty, “many institutions are adopting a more cautious approach to financial planning. This shift in strategy may lead to a deceleration or postponement of capital investment initiatives.”
Shrinking the footprint of a college campus is a real opportunity for colleges and universities to move forward and save money.”
—Consultant John Woell
F. King Alexander, who served as president of Louisiana State University from 2013 to 2020, said that deferred maintenance needs increased $30 million per year at the Baton Rouge campus alone during his tenure. The university “cobbled” together only about $8 to $10 million annually to address emergency issues, he said, so the problem still grew by about $20 million annually “despite what we were able to do.”
“We used a lot of duct tape,” he said.
Louisiana last year passed legislation designed to fund deferred maintenance and capital improvements at state institutions. It will take years and consistent support to tackle the state’s $2 billion backlog.
Alexander, now a professor of educational leadership at Florida Gulf Coast University, is currently involved in an ongoing national study that draws on the insights of chief community college financial officers. Based on that research, completed with colleagues at the University of Alabama’s Education Policy Center, only “marginal” progress has been made in facilities since 2007, as institutions “still have the same needs, the same backlogs, the same increases in maintenance and the same lack of planning,” he said. In 2024, the largest areas of deferred maintenance and facility problems for community colleges included science labs, classroom spaces and computer labs.
“States have consistently shifted their deferred maintenance costs from state government to the public colleges and universities over the last three decades,” Alexander said. “In other words, to student tuition and fees.”
Odell described deferred maintenance as “both a symptom and an accelerant of the bigger financial reckoning” now facing higher education.
For tuition-dependent institutions especially, he added, “it’s a vicious cycle. Declining enrollment leads to reduced revenue, which leads to deferred investments, which in turn erode the very experience that drives enrollment.”
Odell did note some “success stories,” including Southern New Hampshire University, which has been able to work somewhat in reverse, “using surplus generated from online enrollment growth to completely revamp and reimagine their campus experience.”
Among other strategies, the consultancy EAB recommends that campus leaders create maintenance endowments that will support a building’s “true needs” across its life cycle—not just construction.
John Woell, principal at Manitou Passage Consultancy, offered his own suite of suggestions—some of them unconventional: replacing faculty and staff offices with more flexible workspace arrangements, known as “hoteling”; being clear about needs, including how each campus space supports the college’s mission; and ending gifts in perpetuity by pivoting to “sponsorships.”
“If a gift pays to build a space that has a likely useful life span of 50 years, allow renaming at the end of the 50 years.”
Bigger picture, Woell said, “Shrinking the footprint of a college campus is a real opportunity for colleges and universities to move forward and save money.”
Alexander agreed that campus-based solutions such as rethinking physical spaces and even downsizing make sense where enrollment is not growing. But he stressed the importance of public investment in higher education—including more reliable state funding for deferred maintenance expenses at public institutions.
“This is a huge issue that presidents have to deal with that nobody’s talking about.”
