Every semester, a student hoping to “earn their desired grade” approaches me at the last minute, asking to make up all their missed assignments. I have a standard missed due date policy, 1) let me know (communication) and 2) get it done in a week (extended deadline). The students requesting to stockpile assignments at the end of the semester usually had not completed the assignment at all or had not completed the assignment even with an extended deadline. Basically, they hadn’t even tried to complete assignments. It wasn’t like they had completed it at 12:01 am and it was due at 11:59 pm.
That being said, I do wonder, Why not grant a student’s request to get it (the class) all done at once? You know the requests: “I know this already. Isn’t there a test I can take so I don’t have to sit through the class?” or “I am sure I can get all these assignments done before finals week.” It makes sense that if a student can pass all the assessments, they should pass the class. So why not just complete all the assessments at the same time?
Would these students who were absent from most of the class or hadn’t done any of the assignments on their due dates pass the class with a C or better? Probably. So why enforce due dates at all. Why shouldn’t a professor simply allow a student to complete all the assignments before final grades are due without regard to timing?
The caveat in this “all at once” scenario is that a successful grade is wrongly associated with learning. If a student completes all the assignments in a few days during the semester, then assessments are the sole criteria used to define successful learning. However, the truth is that learning means much more than successfully navigating a certain percentage of the assignments.
In my reality, most students could use their previous knowledge to muddle through the assessments of an introductory course at an accelerated pace. Let’s view the situation from the perspective of a student. They have after all been in school for the last 13 years and they have become really good at taking quizzes and exams and writing essays with thesis statements. My pre- and post-quiz data for the course reveals this. At the beginning of the semester without warning, I ask a group of anxious, ill-prepared students to (within a limited and unreasonable amount of time) answer 20 questions about a topic that they haven’t even considered before walking into the room. The questions are a sampling of the final exam. The average on the pre-quiz hovers at about 50%. Given more time and a couple of days to study and contemplate, most of these students would pass the pre-quiz, and in essence, have the knowledge required to pass the final exam.
Nevertheless, is completing all the assessments what defines learning the contents of a course? Should a student be allowed to stockpile all the assignments and get credit for them as long as they get them done before the final grades are due. In my humble opinion, absolutely not, and it’s not for the classic soft skills reason. Of course, deadlines help students to navigate the world, (e.g. being responsible). After all, the professor is required to turn in final grades by a deadline.
That said, to me, deadlines are important because people (not just students) learn best when information is spaced out or interleaved (Birnbaum et al., 2013; Samani and Pan, 2021). In order to retrieve something from memory, you need time to learn it. Retrieving information is when you know something without having to look it up—like your name and phone number or all the lyrics of your favorite song. This type of learning requires time—spaced learning. You need to learn it, forget it, be asked about it, refresh it, forget it, be asked about it, refresh it and then if you’re lucky you can retrieve it (Feng et al., 2019; Kobayashi, 2022). This is considered spaced learning and is why deadlines are so important.
Due dates provide the structure for spaced learning and learning that is more substantive. Much to the chagrin of the student who wants to “get it all done at once,” this isn’t the way to learn retrievable material. Retrieving information is what allows you to progress to the next set of information and then progress to creativity and eventually creation. Assessments play a crucial role, but true learning doesn’t come from merely completing them. Instead, it happens through active participation in class, where students engage with the material and are consistently challenged by the professor to recall and apply previous lessons.
As professors, we should enforce due dates to give students the time to learn content in a meaningful and retrievable way. But maybe, just maybe, we can do it with a spoon full of sugar.
Adriana J. LaGier is an American Cell Biologist, whose main area of research is active learning and mechanobiology. She is a professor of biology at Grand View University in Des Moines, Iowa, specializing in teaching undergraduate level general biology and cell biology courses.
References
Birnbaum, Monica S., Nate Kornell, Elizabeth Ligon Bjork, and Robert A. Bjork. 2013. “Why Interleaving Enhances Inductive Learning: The Roles of Discrimination and Retrieval.” Memory & Cognition 41 (3): 392–402. https://doi.org/10.3758/s13421-012-0272-7.
Feng, Kanyin, Xiao Zhao, Jing Liu, Ying Cai, Zhifang Ye, Chuansheng Chen, and Gui Xue. 2019. “Spaced Learning Enhances Episodic Memory by Increasing Neural Pattern Similarity Across Repetitions.” The Journal of Neuroscience 39 (27): 5351–60. https://doi.org/10.1523/JNeurosci.2741-18.2019.
Kobayashi, Keiichi. 2022. “The Retrieval Practice Hypothesis in Research on Learning by Teaching: Current Status and Challenges.” Frontiers in Psychology 13 (May):842668. https://doi.org/10.3389/fpsyg.2022.842668.
Samani, Joshua, and Steven C. Pan. 2021. “Interleaved Practice Enhances Memory and Problem-Solving Ability in Undergraduate Physics.” NPJ Science of Learning 6 (November):32. https://doi.org/10.1038/s41539-021-00110-x.
Student retention is one of the most critical challenges faced by colleges and universities. While recruitment is essential to maintaining a thriving institution, keeping students engaged and enrolled until they complete their programs is just as vital. Why is that?
High dropout rates can impact institutional reputation, funding, and overall student satisfaction. As an education marketer, ask yourself: how can you create an experience that ensures students feel supported and motivated to stay the course? You’re in luck because today, we’re discussing the answer to this question at length.
Understanding the factors contributing to student retention in higher education is the first step toward building effective marketing strategies that help students persist through their academic journey. From engagement initiatives to personalized support systems, there are various approaches you can take to increase student retention and position your institution as one that truly cares about student success. Let’s explore ten of them together!
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Understanding Retention Marketing
What is retention marketing? Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey. Unlike traditional marketing, which focuses on acquiring new students, retention marketing is about maintaining student satisfaction and addressing concerns before they result in attrition.
Investing in retention marketing helps schools build stronger student relationships, providing the necessary support to ensure academic persistence. Now let us explore key college student retention strategies to incorporate into your marketing plan.
Source: HEM
1. Personalizing Communication to Address Individual Student Needs
One of the most effective ways to retain students is through personalized communication. Today’s students expect tailored messaging that speaks directly to their needs, challenges, and aspirations.
Automated email campaigns, segmented messaging, and personalized advising can go a long way in making students feel seen and heard. Implementing AI-driven chatbots and predictive analytics can help anticipate student concerns before they escalate, allowing your institution to intervene at critical moments.
2. Creating a Strong Sense of Community and Belonging
Feeling connected to a campus community is a key driver of student success. Institutions that foster a sense of belonging through student organizations, mentorship programs, and social events tend to see higher levels of college student retention.
Marketing teams can contribute by showcasing stories of engaged students and alumni, creating social media groups, and facilitating virtual and in-person networking opportunities that keep students feeling involved.
Example:Here, Nichol’s College demonstrates its commitment to student belonging with a dedicated Instagram for making its current students feel at home. In addition to fostering belonging in your classrooms, clubs, and offices, to improve retention through your digital marketing efforts, it’s essential to champion each student’s role as a valued member of your community in posts and site content.
Source: Nichols College | Instagram
3. Offering Robust Academic Support Services
Academic challenges are one of the leading reasons students drop out. By promoting tutoring centers, academic coaching, and faculty office hours, your institution can reinforce its commitment to student success. Marketing these services effectively ensures students know where to get help when needed. Outreach campaigns can highlight real student success stories, demonstrating the impact of these resources.
Beyond traditional support, schools can integrate technology-driven solutions such as virtual tutoring and on-demand academic workshops. Proactively reaching out to students who show signs of struggling, such as declining grades or low attendance, can also prevent academic disengagement.
Additionally, faculty can offer structured study groups or mentoring programs to ensure students receive guidance outside of class hours. By fostering a strong academic support network, institutions can significantly improve student persistence and overall satisfaction.
Example: Discover the robust academic support system available to students at UC Berkeley. On their website, they make it clear that they are committed to meeting the learning needs of every student. Below, you’ll see an array of academic resources tailored to different subgroups of the Berkeley student body. Low-income, underrepresented, first-generation, and students with disabilities are acknowledged and supported to reach their full potential.
Source: UC Berkeley
In addition, UC Berkeley leverages technology to serve its students through the AIM platform, specifically tailored to learners with disabilities. AIM, pictured at the bottom, is an accessible Student Information System designed to facilitate communication between students and faculty, streamline the process of requesting accommodations, and centralize the management of their information.
To boost retention, make sure students know how you support their learning. Make it as convenient and inclusive as possible for students to access your resources.
4. Providing Career Development Opportunities Early On
Students often enroll in college with long-term career aspirations in mind, yet many feel uncertain about how to achieve their goals. By integrating career services from day one, schools can help students see a clear pathway from education to employment. Internship programs, networking events, and job placement support should be at the forefront of marketing efforts. When students perceive that their investment in education will lead to tangible career outcomes, they are more likely to persist.
To enhance engagement, institutions should provide hands-on career workshops, alumni networking events, and mentorship opportunities that connect students with professionals in their fields of interest. Career counselors can conduct personalized career assessments to help students identify potential career paths that align with their strengths and interests.
Additionally, integrating career-focused coursework, such as resume-building sessions and mock interviews, can help students feel more confident about their job prospects post-graduation. Schools that establish strong employer partnerships can also facilitate job placement programs, internships, and co-op opportunities that give students real-world experience while still in school, reinforcing their motivation to stay enrolled and complete their studies.
Example:In this video, AAPS, an institution that mainly appeals to graduate students who are focused on starting or developing their careers, markets its career services which include: access to career and employment experts, resume writing support, and interview workshops.
Source: Academy of Applied Pharmaceutical Sciences | YouTube
Their marketing shows how effective the career services at AAPS are, citing their 100% employer satisfaction rate and a solid 88% graduation rate. As you promote your career services, be sure to provide tangible results because that’s what your prospects and current students are looking for.
5. Focus on Student Engagement Initiatives
Student engagement plays a crucial role in student retention, as engaged students are more likely to complete their programs and feel a strong connection to their institution. Schools must take proactive steps to foster engagement through meaningful initiatives that encourage academic, social, and extracurricular involvement.
One way to drive engagement is by creating dynamic student events, such as leadership workshops, cultural festivals, and career networking opportunities. These events provide students with valuable connections, skills, and a greater sense of belonging, reducing feelings of isolation and disengagement.
Another highly effective strategy is gamification, where game design elements, such as rewards, leaderboards, and challenges, are integrated into academic and extracurricular activities. For instance, you could introduce a points-based system that rewards students for attending classes, participating in discussions, or completing extra-curricular workshops.
Social media engagement is another powerful tool. Schools can create dedicated student communities on platforms like Discord, LinkedIn, or Instagram where students can connect, share experiences, and support one another. Institutions that regularly post interactive content, student highlights, and live Q&A sessions see stronger student participation.
Additionally, peer mentorship programs help students build support networks that enhance their academic and personal experiences. New students, especially freshmen, often struggle with the transition to college life. Pairing them with experienced peers who can guide them through academic and social challenges creates a sense of stability and reassurance, leading to increased persistence.
Finally, experiential learning opportunities, such as service-learning projects, research collaborations, and internships, allow students to see the real-world value of their education. When students feel that their coursework directly impacts their future career prospects, they are more likely to remain engaged and committed to completing their studies.
Example: As part of their Student Life Program, the University of Toronto offers Mentorship and Peer Programs to increase student engagement, keeping them invested in both their studies and social lives at U of T, in turn, supporting student retention. In this video, they make the voices of their student body heard, allowing them to express just how the Mentorship and Peer Support programs at U of T have impacted their education. When promoting your student engagement initiatives, try to leverage student testimonials for better relatability and credibility.
Source: U of T Student Life | YouTube
6. Utilizing Data-Driven Insights to Address Student Challenges
Predictive analytics and student data tracking allow institutions to identify at-risk students and intervene early. By analyzing factors such as attendance, engagement levels, and academic performance, schools can proactively reach out to students who may be struggling. Automated alerts and personalized advising sessions ensure students receive timely support tailored to their individual needs.
In addition to tracking academic performance, you can use data insights to improve curriculum design and support services. For example, if a large number of students are struggling with a specific course, faculty can adjust the syllabus, provide supplemental learning materials, or offer additional tutoring sessions.
Schools can also analyze patterns of student engagement in extracurricular activities and campus events to determine what initiatives are most effective in fostering a sense of community. By using data to refine support systems continuously, institutions can create a proactive, student-centric approach that minimizes dropouts and maximizes success.
7. Enhancing Financial Aid Awareness and Support
Financial difficulties are one of the biggest reasons students leave college before completing their programs. Many students are unaware of the full range of financial aid options available. Your school’s marketing team can provide students access to vital scholarships, grants, and payment plans. Institutions should regularly communicate financial aid opportunities through social media, email campaigns, and student portals to alleviate financial stress and keep students enrolled.
Example: Unfortunately, many students leave their education behind due to their financial situations. Surely, some of these students are unaware of the financial assistance options available to them. To boost student retention, let your community know you can help them invest in their futures. Here, Queen Beauty Institute promotes its financial aid programs on social media, letting students know that support is available should they need it.
Source: Queen Beauty Institute Instagram
8. Promoting a Flexible and Inclusive Learning Environment
Flexibility is key to student retention in higher education, particularly for non-traditional students balancing work, family, and school. Online learning options, hybrid models, and asynchronous coursework can make higher education more accessible. Schools should highlight these flexible learning opportunities in their marketing materials, emphasizing how they accommodate diverse student needs and lifestyles.
In addition to offering different learning formats, you can provide adaptive scheduling options that allow students to select courses that fit their personal and professional commitments. Some colleges have introduced weekend or evening classes to serve students with full-time jobs or family obligations. Additionally, having a robust support system for online students, such as virtual study groups, 24/7 tech support, and faculty office hours, ensures they receive the same level of engagement as in-person learners.
Another important aspect of fostering inclusivity is providing accessible resources for students with disabilities. Ensuring that digital learning platforms are compatible with screen readers, offering captioned lecture videos, and creating inclusive classroom environments can greatly enhance the learning experience. You can also implement specialized advising services to assist students in navigating academic and personal challenges, further reinforcing your commitment to diversity and inclusion.
Example:Here, the Academy of Learning Career College introduces students to its Integrated Learning System, an educational resource designed to put students “in the driver’s seat of their learning experience”. It fosters flexibility and was created with many learning styles and neurodiversity in mind. Make it known how your school aims to meet students where they are.
Source: The Academy of Learning Career College | YouTube
9. Encouraging Faculty-Student Engagement
Professors play a crucial role in retaining students. Meaningful connections between students and faculty members can significantly impact a student’s decision to persist in their studies. Your marketing team can facilitate this by spotlighting faculty members in newsletters, creating video content featuring faculty mentorship stories, and promoting faculty office hours as a key resource.
Institutions can also encourage faculty to take an active role in student success by implementing early intervention programs. If a professor notices a student struggling, they can reach out with personalized support or recommend tutoring services. Additionally, fostering a culture of open communication through regular check-ins, discussion forums, and one-on-one mentorship opportunities helps build trust and rapport between faculty and students.
Another approach is incorporating faculty-led engagement opportunities such as research projects, community outreach programs, and interdisciplinary collaborations. When students work closely with faculty on meaningful academic projects, they feel more invested in their studies and are less likely to disengage. Schools that promote faculty involvement as a cornerstone of student support will see stronger connections, higher levels of academic motivation, and improved retention rates.
10. Establishing Clear Pathways for Student Success
Students are more likely to stay enrolled when they clearly understand their academic roadmap. Schools should provide structured academic pathways, regular progress check-ins, and advising support to help students navigate their journey efficiently. Marketing teams can assist by crafting student success stories highlighting how structured pathways have helped past students graduate on time and achieve their goals.
In addition to offering clear course sequences, institutions can provide academic planning workshops that help students map out their degree completion plan. Schools should also ensure that students have easy access to academic advisors who can guide them in selecting courses aligned with their career goals. By integrating digital tools such as degree audit software, students can track their progress and receive real-time updates on their academic standing.
Offering flexible course options, such as summer sessions or online alternatives, can further help students stay on track and avoid delays in graduation. When students feel they are making steady progress, they are more likely to stay motivated and complete their degrees successfully.
How to Improve Student Retention With a Comprehensive Marketing Strategy
How to improve student retention? A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.
At Higher Education Marketing, we specialize in crafting tailored marketing strategies that attract students and keep them engaged throughout their academic journey. HEM specializes in student retention strategies that drive measurable success. Let’s craft a marketing plan that keeps students engaged from enrolment to graduation. that fosters long-term student success.
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Frequently Asked Questions
Question: What is retention marketing?
Answer: Retention marketing is the strategic use of targeted campaigns, communication, and engagement initiatives that keep current students enrolled and actively involved in their educational journey.
Question: How to improve student retention?
Answer: A comprehensive marketing strategy should involve consistent engagement with students through multiple touchpoints, addressing common concerns before they lead to dropout. By implementing strategic communication, financial aid awareness, community-building initiatives, and academic support, you can foster an environment where students feel valued and encouraged to complete their education.
From speed-to-lead to 24/7 support: Meeting student needs in the digital age
In our recent webinar, “The Importance of Speed to Lead in Meeting Your Enrollment Goals,” we highlighted how rapid, personalized responses to prospective students can significantly impact their perception of an institution’s quality and commitment. This principle of timely, relevant communication extends beyond the admissions process and into the heart of the student experience, particularly in online education. In this post, we’ll delve into how this same philosophy applies to technical support, forming a crucial component of student success and retention.
The critical role of 24/7 technical support in online education
Building on the speed-to-lead concept, the need for swift and effective technical support in online learning environments has become paramount. As we transition from initial student engagement to ongoing support, responsive assistance becomes even more critical. Let’s explore why timely technical support is essential and how it ties to student retention, institutional credibility, and mission fulfillment.
The importance of quick response to technical needs
Just as rapid responses to inquiries can influence a student’s decision to enroll, quick resolution of technical issues can determine a student’s ability to succeed in their coursework. Student satisfaction is closely tied to the quality of the overall experience institutions provide to students, including addressing technical issues and how the institution responds to the students as individuals when they have a concern. When students encounter technical barriers without immediate resolution, their frustration can lead to disengagement and even withdrawal from courses.
The importance of swift technical support in higher education cannot be overstated, as exemplified by several leading institutions.
Penn State University’s IT Service Desk stands out with its comprehensive 24/7 technology support model. Utilizing a blend of 20 students and full-time staff members, they efficiently manage up to 600 daily requests during peak periods. This continuous operation throughout the year, pausing only for university holidays, ensures that the Penn State community receives timely assistance for diverse IT-related issues, from learning management systems to account access and new IT service implementations.
Arizona State University (ASU): ASU’s help center provides round-the-clock service for their large student body. They have 81 employees and 22 student representatives who offer 24/7 support for approximately 100,000 students, including both on-campus and online learners. The center serves as a comprehensive “front door” to the university, assisting with various inquiries beyond just technical issues.
The University of Central Florida (UCF) has adopted a strategic approach to technical support. By deploying technicians during high-demand hours, UCF effectively minimizes downtime for both students and faculty. This proactive strategy maintains the continuity of the learning process and demonstrates the institution’s commitment to student success.
In instances where staffing may be limited, universities are increasingly turning to AI-powered solutions to meet the demand for immediate, round-the-clock support. For example, Thompson Rivers University has implemented a 24/7 chatbot support system. This AI-driven tool automates 83% of incoming chats to their Future Student department, providing instant responses outside of regular business hours. Moreover, a number of innovative platforms such as RNL’s Compass digital assistant provide AI-powered chatbots designed for higher education. These AI-powered assistants can seamlessly integrate with various campus systems, including SIS/ERP, ITSM, and LMS, to address a wide range of inquiries related to IT, admissions, financial aid, and more. By leveraging such technologies, institutions can significantly reduce support costs while ensuring students and faculty receive timely, personalized assistance at any hour.
The case for a 24×7 support model
A 24/7 support model aligns with the flexibility that online education promises. Students often engage with coursework outside traditional hours, making access to technical assistance at any time a necessity rather than a luxury. Institutions like Faith Christian School emphasize the importance of uninterrupted access to educational resources, which fosters independence and self-directed learning. Similarly, Google Cloud’s Student Success Services leverage virtual assistants to provide instant answers around the clock, freeing up staff for more personalized guidance.
The availability of 24/7 technical support is increasingly viewed as a marker of institutional quality. Students now expect seamless access to both academic content and support services when selecting a university. Institutions that fail to meet these expectations risk damaging their reputation and losing prospective students. RNL student satisfaction and priorities data shows that approximately two-thirds of students value institutions addressing their personal needs throughout the recruitment process, which can factor in their decision to enroll at the institution. Offering robust technical support signals that a university is technologically advanced and committed to providing an optimal learning environment.
Enabling student success and institutional mission
Timely technical support directly contributes to student success by removing barriers to learning. When students can focus on their studies without being derailed by technical difficulties, they are more likely to persist in their programs. This aligns with the broader mission of most universities: helping students succeed academically and graduate. Demonstrating the lived expression of institutional mission through 24/7 support for student services can enhance retention and overall well-being. By addressing both academic and non-academic challenges in real-time, universities create an ecosystem where students thrive.
Conclusion: Timely support is critical to the online student experience
From the initial point of contact through to graduation, the principle of timely, personalized support remains crucial. The importance of responding quickly to students’ technical needs is a natural extension of the speed-to-lead philosophy in enrollment management. A 24/7 support model not only ensures uninterrupted learning but also strengthens institutional credibility and fosters student retention. By prioritizing timely assistance across all aspects of the student journey, universities can live up to their mission of empowering students to succeed academically and graduate with confidence. As these examples illustrate, investing in comprehensive support systems is an investment in both student success and institutional sustainability.
How can you leverage technology across the student lifecycle?
With students expecting personalized attention 24/7, you need to be able to engage them at any point in the student lifecycle. Talk with our experts about how you can use the latest technology to create those connections to strengthen recruitment and retention.
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.
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.
Eighteen students crammed themselves into a stuffy classroom assigned for my first-year seminar course on a sunny day in September. With desk tops touching and knapsacks piled high, we maneuvered through introductions and the kind of icebreakers that research indicates can strengthen learning outcomes. At one point, I asked these college newcomers to share academic and career aspirations. Their responses were a tribute to the dreams of young minds: future pediatric nurses, speech pathologists, and more than one veterinarian were gathered in our small, unassuming space.
These students appeared motivated to learn—a direct contrast to the disengagement narrative that permeates today’s education circles. But despite the enthusiasm, research points to a far more sobering reality: approximately half of all college students fail to graduate within six years of enrollment. Those rates can be even more perilous for certain cohorts, including recipients of Pell Grants, the federal financial aid awarded to undergraduate students demonstrating need.
Many of the students gathered in my classroom fit within this most vulnerable category and would likely face the types of hurdles that can diminish learning resolve. Academics demands coupled with the pull of daily life can negatively tip the balance of student outcomes, siphoning away student motivation, according to educational scholar Howard McClusky. His Theory of Margin framework likens student motivation to the calibration of “loads,” versus the counter force of resources, or what he refers to as “power.” Students with sufficient margin between these competing forces have the capacity to take on new challenges, including the hard work of learning; students with insufficient margin fall into overwhelm and have a higher rate of failure.
Determined to hold onto and even strengthen the learner motivation that was apparent on day one of my class, I was committed to the following motivational practices that could lessen the load and promote the type of power needed to make it to the finish line. Here’s what that looked like:
Community lies at the heart of successful student outcomes, so emphasizing the relational aspect of learning became a guiding principle for the class. Leveraging the energy of the first few weeks when enthusiasm is especially strong is an opportunity to forge group connections and cultivate peer-to-peer support. Research points to these informal bonds as a vital form of power, so beginning on the first day of class, my students were placed in groups determined by common areas of academic focus and career aspiration. To override reticence to working collaboratively, we spent class-time setting up What’s App groups and practicing the type of outreach and response that familiarized group members with the act of reaching out to one another.
Career Readiness has become a valued currency in today’s higher education sector, not only because it helps ease entry into the workforce but also serves to more deeply bind education with employment. Our class therefore included assignments requiring students to research their future fields. Using the U.S. Bureau of Labor Statistics website, students were able to deepen understanding of specific fields in terms of industry growth, income, and even entry requirements. Anchoring aspirations with real-world realities was an opportunity to guide students towards their stated goals in real and relevant ways which further enhanced their learning motivation.
Continual Reflection invites students into their learning journeys while also kick-starting metacognition, thereby contributing to learning motivation and success. The simple act of inviting students to think about their learning process can deepen engagement while helping to nudge knowledge acquisition into retention, the goal of good teaching. Reflection can be as simple as dedicating the last few minutes of class to having students write about what they learned and what they would like to revisit for better understanding. We undertook this exercise in almost every one of our 15 weeks. In addition, students captured their reflections via electronic portfolios that served as a permanent record of their progress.
Harnessing the drive and energy needed to maintain motivation over the course of a semester can present challenges, particularly in our post-pandemic years when factors of isolation, stamina, and access to optimal learning environments have taken their toll. We encountered many stumbling blocks over the course of the semester, but in the end each of my 18 students reached the finish line of the course. Countering learning head winds requires an understanding of the complex phenomenon of learner motivation and then committing to evidence informed practices that can maintain—even strengthen—the energy and drive to succeed. That can mean more work and effort in the classroom, but for instructors committed to student success, this is its own deeply satisfying motivational force.
Juli S. Charkes, EdD, has been a classroom instructor for the past 14 years, teaching organizational leadership, communications, and media studies at both the undergraduate and graduate levels. From 2021 to 2025, she directed the Center for Teaching and Learning at Mercy University, where she oversaw faculty development and strategy across 100 academic programs.
References
Ash, S. L., & Clayton, P. H. (2009). Generating, deepening, and documenting learning: The power of critical reflection in applied learning. Journal of Applied Learning in Higher Education, 1(1), 25-48.
Biney, I. K. (2022). McClusky’s Theory of Margin and its implications on adult learners in higher education institutions. Journal of Adult and Continuing Education, 28(1), 98-118. https://doi.org/10.1177/1477971421989337
National Center for Education Statistics. (2022). Undergraduate Retention and Graduation Rates. Condition of Education. U.S. Department of Education, Institute of Education Sciences. Retrieved May 31, 2022, from https://nces.ed.gov/programs/coe/indicator/ctr.
Sasan, J. M. V., Tugbong, G. M., & Alistre, K. L. C. (2023). An exploration of icebreakers and their impact on student engagement in the classroom. International Journal of Social Service and Research, 3(11). https://ijssr.ridwaninstitute.co.id/index.php/ijssr/article/view/566
Schön, D. A. (1983). The reflective practitioner: How professionals think in action. New York: Basic Books.
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.
Data has become the cornerstone of decision-making and institutional strategy in today’s higher education landscape. From tracking retention rates to measuring academic performance, data offers a clear, quantifiable view of how students and institutions are progressing. This reliance on numbers has driven many colleges to focus heavily on metrics in an effort to improve outcomes, streamline operations, and secure funding. However, while data provides valuable insights, it fails to capture the deeper, more personal factors influencing student success. The focus on numbers alone ignores relationships’ essential role in retention and persistence. Without considering the emotional and social aspects of a student’s educational journey, particularly the connections they build with faculty and peers, institutions risk overlooking the things that keep students engaged, motivated, and ultimately enrolled. Simply put, data is not enough. To truly support student success, we must move beyond the metrics and prioritize the human connections that make higher education meaningful.
Recent research underscores that while data is essential for tracking trends and setting benchmarks, relationships are the heartbeat of student success. As community colleges across the United States struggle with declining retention rates, it has become increasingly clear that institutional focus should not be limited to numbers alone. Instead, a holistic approach that prioritizes human connection is necessary to improve retention and academic persistence, particularly in community colleges, which serve a diverse population of non-traditional learners.
The Power of Human Connection in Education
While it is easy to get lost in numbers, community colleges must recognize that each data point represents an individual with unique needs, motivations, and challenges. Research has shown that students who feel connected to their college, especially through positive faculty-student relationships, are likelier to persist and succeed academically. Tinto’s Theory of Departure (1997) and Pascarella and Terenzini’s (2005) Influence Theory emphasize the importance of student-faculty interactions in fostering academic success. Students who experience strong, supportive relationships with faculty and staff are more likely to be retained, persist, and ultimately graduate.
Tinto (1997) and Pascarella and Terenzini’s (2005) theories support the idea that retention is not just about the data points we collect but also about the relational aspects that foster a sense of belonging. Students feel valued when the college community (not just faculty) takes the time to know their students, understand their struggles, and provide mentorship both in and outside the classroom. This emotional and psychological support can make all the difference in a student’s decision to stay in college, particularly for those in community colleges who may already juggle work, family obligations, and financial challenges.
Data Tells Only Part of the Story
Data provides a snapshot of institutional performance, but it often fails to capture the complexity of the student experience. While retention rates may point to the success or failure of a program or intervention, they do not provide the rich, qualitative insights needed to understand why students leave or stay. For instance, a student’s decision to withdraw from school is rarely based on a single factor that can be quantified, such as failing a class or missing a certain number of credits. There are often deeper issues at play, such as lack of engagement and support, personal struggles, or isolation.
In fact, studies have shown that the absence of relationships is a significant contributing factor to student departure. Students who don’t feel connected to their professors or college community are more likely to disengage and eventually drop out. On the other hand, when colleges invest in building personal connections with their students, whether through mentoring, frequent communication, or simple expressions of care, students are more likely to persist through difficult times.
Creating a Culture of Belonging
To truly foster student success, community colleges need to prioritize building a culture of belonging that extends beyond academic achievement. Faculty and staff should be encouraged to engage with students in meaningful ways that extend past classroom interactions. This could mean learning about a student’s goals and challenges, offering office hours for one-on-one consultations, or simply providing feedback on how a student is progressing—academically and personally.
Building student relationships requires intentionality and support from institutional leaders. Administrators must recognize that professional development programs should not solely focus on pedagogical techniques but also on the importance of relational skills. Equipping faculty and staff with the tools to build rapport with students, understand their diverse needs, and provide emotional support is as crucial as ensuring they effectively deliver instructional content.
Recommendations for Practice
While data is still essential, community colleges should balance it with creating solid student relationships. Providing opportunities for professional development in relational practices can improve student engagement and retention.
Foster Emotional Intelligence: Colleges should invest in developing emotional intelligence among faculty and staff. This includes empathy, active listening, and the ability to offer support during times of stress. These skills are vital for creating environments where students feel understood and valued.
Implement Holistic Student Support Services: Students need more than just academic support. Community colleges should expand their support services to include counseling, mentorship programs, and peer support networks. This can help students build relationships with faculty and peers, which can be a powerful motivator for retention.
Encourage Faculty-Student Engagement Outside the Classroom: Encouraging faculty to engage with students outside the classroom through office hours, mentoring programs, and informal interactions can significantly enhance student-faculty relationships and foster a sense of belonging.
Implement a Customer Service Model: This can significantly enhance student retention by prioritizing personalized, responsive support throughout their academic journey. By offering clear communication, accessible resources, and proactive outreach, institutions create an environment where students feel valued and supported.
Data alone will never provide the full picture of student success. While it can help track progress and identify trends, the key to improving retention rates and fostering student success lies in the relationships cultivated between students, faculty, and staff. By building a supportive, inclusive environment that prioritizes human connection, community colleges can improve retention rates and ensure their students are set up for long-term academic and personal success.
Ultimately, while the importance of data cannot be overlooked, the need for strong, positive relationships should be placed at the forefront of retention strategies. It is the relationships built within the classroom and beyond that truly make a lasting impact on students’ educational journeys.
Dr. Rebecca L. Conley is an accomplished educator and higher education leader, currently serving as the Dean of Teaching and Learning at Ivy Tech Community College. With over a decade of experience in academia, Dr. Conley specializes in fostering innovative teaching environments, promoting faculty development, and driving student success initiatives. She earned her Doctor of Education in Higher Education Leadership from the American College of Education and is recognized for her expertise in curriculum development, accreditation, and strategic planning. A passionate advocate for education, Dr. Conley combines her professional achievements with a commitment to community service and lifelong learning.
References
Pascarella, Ernest T., and Patrick T. Terenzini. 2005. “How College Affects Students: A Third Decade of Research.” San Francisco: Jossey-Bass.
Tinto, Vincent. 1997. “Leaving College: Rethinking the Causes and Cures of Student Attrition.” Chicago: University of Chicago Press.
Analysis of completion from the class entering in 2016 finds persistence is a significant factor in timely completion among associate and bachelor’s degree seekers.
Phira Phonruewiangphing/iStock/Getty Images Plus
Over 36 million Americans have earned some college credits but have yet to complete a credential, demonstrating gaps in higher education that leave students with only part of a degree and often student loan debt.
Colleges and universities have invested in their retention strategies to improve students’ completion and the cost of education by helping them complete a degree in a timely manner.
A 2023 Student Voice survey from Inside Higher Ed and College Pulse found 69 percent of undergraduate survey respondents (n=3,004) expected to graduate in the standard two- or four-year time frame.
Thirteen percent of respondents said they didn’t expect to graduate in a timely manner because they planned or expected to take longer, and 3 percent said it was due to factors that they believe to be the fault of the institution.
The background: The federal government tracks first-time degree seekers’ graduation rates in terms of six- and eight-year completion, but a typical associate or bachelor’s degree program can be categorized as two-year or four-year, respectively.
The six-year completion rate for all college students entering two-year and four-year institutions in 2017 was 62.2 percent, with a 34-percentage-point gap between private nonprofit four-year institutions (77.5 percent) and public two-year colleges (43.4 percent).
The study evaluates early success indicators, including first-year GPA, credit completion ratios, second-year enrollment and credits earned, and how these indicators predict completion across credential types and demographic profiles.
Methodology
Timely completion, as defined by the report authors, is “the student having earned the credential they initially sought, at any institution, within a specific time frame,” allowing for variance between associate, credential or bachelor’s programs.
Researchers evaluated four factors: first-year credit completion ratio, first-year credits earned, first-year grade point average and second-year enrollment. Study participants (n=307,500) included first-time, full-time starters enrolled in fall 2016 in bachelor’s degree (63 percent) or associate programs (37 percent). Data was sourced from the Postsecondary Data Partnership by the National Student Clearinghouse and therefore is not representative of the national population.
The findings: Researchers found a majority of timely completers demonstrated early success indicators, including having a significant number of credits earned, above a 3.3 GPA and re-enrollment for a second year. Further, “Students who completed in a timely manner had higher early indicators than non-completers, regardless of race, gender, age at entry, or major field of study,” according to the report.
Even students who took 150 percent (three years for an associate degree, six years for a bachelor’s) or 200 percent (four and eight years, respectively) of the expected time to complete had higher success indicators than their noncompleting peers.
In their first year, students who completed a credential had higher GPAs, earned more credits and completed on average 90 percent of the credits they attempted. They were also more often enrolled in their second year—even if at another institution—compared to their peers who did not finish in a timely manner.
First- to second-year persistence was a distinct factor of timely completion for two-year or certificate students; students who did not complete enrolled in their second year at a rate 32 percentage points lower than those who did complete. This was the most important success indicator, followed by first-year credits earned.
For bachelor’s degree seekers, a student’s first-year GPA was the most important early success indicator, followed by second-year retention.
A student’s field of study can also relate to their timely completion, with bachelor’s degree seekers majoring in social sciences or business more likely to complete and associate degree seekers pursuing STEM or a social science degree more likely to complete. However, the researchers utilized program of study as a demographic category, and therefore analysis cannot be made of program requirements or courses that could help or hinder student completion.
“These findings emphasize the need for targeted, evidence-based interventions that prioritize early academic achievement, support retention, and address program-specific challenges to improve completion outcomes,” according to the report.
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In late 2021, the College of Western Idaho (CWI) needed to address a consistent enrollment decline and improve student retention. With an ambitious vision to improve and optimize its technological infrastructure and student outreach, CWI sought to build a best-in-class system to enhance student engagement and elevate enrollment strategies. To ensure that data and technology were aligned with CWI’s growth objectives, the college partnered with Collegis Education to analyze their combined impact. Were its data and tech aligned for impact, or were gaps hindering progress and creating unnecessary burdens across the team?
Key Takeaways
Six consecutive terms of YoY enrollment growth
Experienced the highest YoY increase in persistence in history of the college from Fall 2022 to Fall 2023
Consistent improvement in term-over-term retention
CHALLENGES:
Declining enrollment
No established retention strategy
Lack of CRM
Underutilized LMS
Siloed technology and data systems
SOLUTIONS:
Connected Core®
Advanced analytics + business intelligence
LMS support
Website optimization
Data-driven outreach and support for students identified as at-risk
Strategy
Collegis Education and CWI began collaborating on building a best-in-class student journey from the point of initial inquiry through graduation.
A comprehensive evaluation of existing CWI systems allowed Collegis to assess the college’s digital readiness, technology infrastructure, and enrollment ecosystem to understand how they aligned with its growth objectives. The partnership quickly proceeded from consultation to implementation.
Collegis prescribed a set of solutions to enhance student engagement from first contact and elevate the school’s enrollment strategies:
Connected Core® to unite siloed systems, data sets, and other enrollment technologies, providing more accurate, actionable, unified institutional intelligence with clear visualizations to support data-enabled decision-making at all levels.
Website optimization to improve conversion and deliver a student-centric digital experience that supports the objectives, goals, and mission.
Prospective student nurturing campaigns with a messaging protocol designed to drive conversion and prospective student engagement with CWI.
Collaborating closely with CWI, Collegis developed a well-defined student retention strategy that established meaningful student-advisor relationships early on, ensuring students felt supported from their first interaction onward.
Enrollment conversation training gave student-facing staff the tools to drive positive experiences for CWI learners while embracing a liaison approach to student engagement.
Collegis student success coaches conducted proactive outreach to engage students while leveraging an at-risk alert system to drive intervention. This early alert system flags students needing support based on learning management system (LMS) data on attendance, current grades, and assignment completion.
Results: Average YoY growth each semester since our partnership began has averaged 5%
By working with Collegis, CWI could focus on its student journey and how it could better use data and technology to deliver superior student engagements and reach its growth targets. This has helped not only stop, but reverse historical enrollment declines. In 2024, CWI projected year-over-year growth for the sixth consecutive academic term. The school has achieved an average year-over-year term growth of 5%, with a trendline for fall 2024 of over 9% growth.
“Our partnership with Collegis has provided expertise, speed, and flexibility in areas where we, as an institution of higher education, have been unable to improve so nimbly.Where most consultants provide an analysis and leave, Collegis follows through with ‘and this is how we’ll make that happen for you’.Trusting their recommendations is easy because I know they are signing themselves up to do the work with me.”
Tyler Brown, Associate Vice President Enrollment & Student Services, College of Western Idaho
Value-based conversations with prospective students have resulted in increased applications. Further, pre-start engagement from the advising and student success coaching teams has increased registrations from admitted students.
By fostering a culture of meaningful interaction and support for students, CWI paved the way for improved student retention. The LMS-based at-risk model has driven 19,000+ proactive student engagements and interventions in one academic year.
Within just one year of implementing these targeted strategies, CWI witnessed a remarkable in retention rates, all while alleviating the workload on faculty and staff.Similar retention strategies deployed by other Collegis partner institutions have yielded term-over-term retention rates exceeding 90%, underscoring the effectiveness of our approach.
“Whenever we want to try something new or have a challenge we need help with, my first thought now is let’s call Collegis and see if this is something they can help us with.”
Denise L. Aberle-Cannata, Provost, College of Western Idaho
With a proven retention strategy and access to a proactive model, CWI can now build out its internal retention capabilities and plans to take over the student success coaching function.
The Future
CWI’s commitment to embracing change and being agile is demonstrated by the school’s evolving partnership with Collegis to exceed industry best practices and realize sustained growth. Ongoing services and incremental work are targeting LMS initiatives to stabilize, standardize, optimize, and transform CWI’s instance of Blackboard Learn and redesign its new student orientation, among other things.
