The Trump administration, since returning to power in 2025, has escalated attacks on the foundations of democracy, the environment, world peace, human rights, and intellectual inquiry. While the administration has marketed itself as “America First,” its policies have more often meant profits for the ultra-wealthy, repression for the working majority, and escalating dangers for the planet.
Below is a running list of 100 of the most dangerous actions and policies—a record of how quickly a government can dismantle hard-won protections for people, peace, and the planet.
I. Attacks on the Environment
Withdrawing from the Paris Climate Agreement—again.
Dismantling the EPA’s authority to regulate greenhouse gases.
Opening federal lands and national parks to oil, gas, and mining leases.
Gutting protections for endangered species.
Allowing coal companies to dump mining waste in rivers and streams.
Rolling back vehicle fuel efficiency standards.
Subsidizing fossil fuel companies while defunding renewable energy programs.
Suppressing climate science at federal agencies.
Greenlighting pipelines that threaten Indigenous lands and water supplies.
Promoting offshore drilling in fragile ecosystems.
Weakening Clean Water Act enforcement.
Dismantling environmental justice programs that protect poor communities.
Politicizing NOAA and censoring weather/climate warnings.
Undermining international climate cooperation at the UN.
Allowing pesticides banned in Europe to return to U.S. farms.
II. Undermining World Peace and Global Stability
Threatening military action against Iran, Venezuela, and North Korea.
Expanding the nuclear arsenal instead of pursuing arms control.
Cutting funding for diplomacy and the State Department.
Withdrawing from the World Health Organization (WHO).
Weakening NATO alliances with inflammatory rhetoric.
Escalating drone strikes and loosening rules of engagement.
Providing cover for authoritarian leaders worldwide.
Walking away from peace negotiations in the Middle East.
Blocking humanitarian aid to Gaza, Yemen, and other war-torn areas.
Expanding weapons sales to Saudi Arabia despite human rights abuses.
Using tariffs and sanctions as blunt instruments against allies.
Politicizing intelligence briefings to justify military adventurism.
Abandoning refugee protections and asylum agreements.
Treating climate refugees as security threats.
Reducing U.S. participation in the United Nations.
III. Attacks on Human Rights and the Rule of Law
Expanding family separation policies at the border.
Targeting asylum seekers for indefinite detention.
Militarizing immigration enforcement with National Guard troops.
Attacking reproductive rights and defunding women’s health programs.
Rolling back LGBTQ+ protections in schools and workplaces.
Reinstating bans on transgender service members in the military.
Undermining voting rights through purges and voter ID laws.
Packing the courts with extremist judges hostile to civil rights.
Weaponizing the Justice Department against political opponents.
Expanding surveillance powers with little oversight.
Encouraging police crackdowns on protests.
Expanding use of federal troops in U.S. cities.
Weakening consent decrees against abusive police departments.
Refusing to investigate hate crimes tied to far-right violence.
Deporting long-term immigrants with no criminal record.
IV. Attacks on Domestic Peace and Tranquility
Encouraging militias and extremist groups with dog whistles.
Using inflammatory rhetoric that stokes racial and religious hatred.
Equating journalists with “enemies of the people.”
Cutting funds for community-based violence prevention.
Politicizing natural disaster relief.
Treating peaceful protests as national security threats.
Expanding federal use of facial recognition surveillance.
Undermining local control with federal overreach.
Stigmatizing entire religious and ethnic groups.
Promoting conspiracy theories from the presidential podium.
Encouraging violent crackdowns on labor strikes.
Undermining pandemic preparedness and response.
Allowing corporations to sidestep workplace safety rules.
Shutting down diversity and inclusion training across agencies.
Promoting vigilante violence through online platforms.
V. Attacks on Labor Rights and the Working Class
Weakening the Department of Labor’s enforcement of wage theft.
Blocking attempts to raise the federal minimum wage.
Undermining collective bargaining rights for federal workers.
Supporting right-to-work laws across states.
Allowing employers to misclassify gig workers as “independent contractors.”
Blocking new OSHA safety standards.
Expanding exemptions for overtime pay.
Weakening rules on child labor in agriculture.
Cutting unemployment benefits during economic downturns.
Favoring union-busting corporations in federal contracts.
Rolling back protections for striking workers.
Encouraging outsourcing of jobs overseas.
Weakening enforcement of anti-discrimination laws in workplaces.
Cutting funding for worker retraining programs.
Promoting unpaid internships as a “pathway” to jobs.
VI. Attacks on Intellectualism and Knowledge
Defunding the Department of Education in favor of privatization.
Attacking public universities as “woke indoctrination centers.”
Promoting for-profit colleges with predatory practices.
Restricting student loan forgiveness programs.
Undermining Title IX protections for sexual harassment.
Defunding libraries and public broadcasting.
Politicizing scientific research grants.
Firing federal scientists who contradict administration narratives.
Suppressing research on gun violence.
Censoring federal climate and environmental data.
Promoting creationism and Christian nationalism in schools.
Expanding surveillance of student activists.
Encouraging book bans in schools and libraries.
Undermining accreditation standards for higher education.
Attacking historians who challenge nationalist myths.
Cutting humanities funding in favor of military research.
Encouraging political litmus tests for professors.
Treating journalists as combatants in a “culture war.”
Promoting AI-driven “robocolleges” with no faculty oversight.
Gutting federal student aid programs.
Allowing corporate donors to dictate university policy.
Discouraging international students from studying in the U.S.
Criminalizing whistleblowers who reveal government misconduct.
Promoting conspiracy theories over peer-reviewed science.
Every educator hopes to instill a lifelong love of learning within their students. We strive to make each lesson engaging, while igniting a sense of curiosity, wonder, and discovery in every child.
Unfortunately, we don’t always succeed, and recent reports suggest that today’s students are struggling to connect with the material they’re taught in school–particularly when it comes to STEM. While there are many potential culprits behind these numbers (shortened attention spans, the presence of phones, dependency on AI, etc.), educators should still take a moment to reflect and strategize when preparing a new lesson for their class. If we truly want to foster a growth mindset within our students, we need to provide lessons that invite them to embrace the learning process itself.
One way to accomplish this is through gamification. Gamification brings the motivational elements of games into your everyday lessons. It increases student engagement, builds perseverance, and promotes a growth mindset. When used strategically, it helps learners take ownership of their progress and encourages creativity and collaboration without sacrificing academic rigor.
Here are just 4 ways that educators can transform their classroom through playful gamification:
Introduce points and badges: Modern video games like Pokémon and Minecraft frequently use achievements to guide new players through the gaming process. Teachers can do the same by assigning points to different activities that students can acquire throughout the week. These experience points can also double as currency that students can exchange for small rewards, such as extra free time or an end-of-year pizza party.
Create choice boards: Choice boards provide students with a range of task options, each with a point value or challenge level. You can assign themes or badges for completing tasks in a certain sequence (e.g., “complete a column” or “complete one of each difficulty level”). This allows students to take ownership of their learning path and pace, while still hitting key learning targets.
Host a digital breakout: Virtual escape rooms and digital breakouts are great for fostering engagement and getting students to think outside the box. By challenging students to solve content-based puzzles to unlock “locks” or progress through scenarios, they’re encouraged to think creatively while also collaborating with their peers. They’re the ideal activity for reviewing classwork and reinforcing key concepts across subjects.
Boss battle assessments: This gamified review activity has students “battle” a fictional character by answering questions or completing tasks. Each correct response helps them defeat the boss, which can be tracked with points, health bars, or progress meters. This engaging format turns practice into a collaborative challenge, building excitement and reinforcing content mastery.
When implemented correctly, gamification can be incredibly fun and rewarding for our students. With the fall semester drawing closer, there has never been a better time to prepare lessons that will spark student curiosity, creativity, and critical thinking.
We can show our students that STEM learning is not a chore, but a gateway to discovery and excitement. So, get your pencils ready, and let the games begin.
Cory Kavanagh, Van Andel Institute for Education
Cory Kavanagh is a Learning Specialist at Van Andel Institute for Education, a Michigan-based education nonprofit dedicated to creating classrooms where curiosity, creativity, and critical thinking thrive.
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In education, we often talk about “meeting the moment.” Our current moment presents us with both a challenge and an opportunity: How can we best prepare and support our teachers as they navigate increasingly complex classrooms while also dealing with unprecedented burnout and shortages within the profession?
One answer could lie in the thoughtful integration of artificial intelligence to help share feedback with educators during training. Timely, actionable feedback can support teacher development and self-efficacy, which is an educator’s belief that they will make a positive impact on student learning. Research shows that self-efficacy, in turn, reduces burnout, increases job satisfaction, and supports student achievement.
As someone who has spent nearly two decades supporting new teachers, I’ve witnessed firsthand how practical feedback delivered quickly and efficiently can transform teaching practice, improve self-efficacy, and support teacher retention and student learning.
AI gives us the chance to deliver this feedback faster and at scale.
A crisis demanding new solutions
Teacher shortages continue to reach critical levels across the country, with burnout cited as a primary factor. A recent University of Missouri study found that 78 percent of public school teachers have considered quitting their profession since the pandemic.
Many educators feel overwhelmed and under-supported, particularly in their formative years. This crisis demands innovative solutions that address both the quality and sustainability of teaching careers.
What’s often missing in teacher development and training programs is the same element that drives improvement in other high-performance fields: immediate, data-driven feedback. While surgeons review recordings of procedures and athletes get to analyze game footage, teachers often receive subjective observations weeks after teaching a lesson, if they receive feedback at all. Giving teachers the ability to efficiently reflect on AI-generated feedback–instead of examining hours of footage–will save time and potentially help reduce burnout.
The transformative potential of AI-enhanced feedback
Recently, Relay Graduate School of Education completed a pilot program with TeachFX using AI-powered feedback tools that showed remarkable promise for our teacher prep work. Our cohort of first- and second-year teachers more than doubled student response opportunities, improved their use of wait time, and asked more open-ended questions. Relay also gained access to objective data on student and teacher talk time, which enhanced our faculty’s coaching sessions.
Program participants described the experience as “transformative,” and most importantly, they found the tools both accessible and effective.
Here are four ways AI can support teacher preparation through effective feedback:
1. Improving student engagement through real-time feedback
Research reveals that teachers typically dominate classroom discourse, speaking for 70-80 percent of class time. This imbalance leaves little room for student voices and engagement. AI tools can track metrics such as student-versus-teacher talk time in real time, helping educators identify patterns and adjust their instruction to create more interactive, student-centered classrooms.
One participant in the TeachFX pilot said, “I was surprised to learn that I engage my students more than I thought. The data helped me build on what was working and identify opportunities for deeper student discourse.”
2. Freeing up faculty to focus on high-impact coaching
AI can generate detailed transcripts and visualize classroom interactions, allowing teachers to reflect independently on their practice. This continuous feedback loop accelerates growth without adding to workloads.
For faculty, the impact is equally powerful. In our recent pilot with TeachFX, grading time on formative observation assignments dropped by 60 percent, saving up to 30 hours per term. This reclaimed time was redirected to what matters most: meaningful mentoring and modeling of best practices with aspiring teachers.
With AI handling routine analysis, faculty could consider full class sessions rather than brief segments, identifying strategic moments throughout lessons for targeted coaching.
The human touch remains essential, but AI amplifies its reach and impact.
3. Scaling high-quality feedback across programs
What began as a small experiment has grown to include nearly 800 aspiring teachers. This scalability can more quickly reduce equity issues in teacher preparation.
Whether a teaching candidate is placed in a rural school or urban district, AI can ensure consistent access to meaningful, personalized feedback. This scalable approach helps reduce the geographic disparities that often plague teacher development programs.
Although AI output must be checked so that any potential biases that come through from the underlying datasets can be removed, AI tools also show promise for reducing bias when used thoughtfully. For example, AI can provide concrete analysis of classroom dynamics based on observable actions such as talk time, wait time, and types of questions asked. While human review and interpretation remains essential–to spot check for AI hallucinations or other inaccuracies and interpret patterns in context–purpose-built tools with appropriate guardrails can help deliver more equitable support.
4. Helping teachers recognize and build on their strengths
Harvard researchers found that while AI tools excel at using supportive language to appreciate classroom projects–and recognize the work that goes into each project–students who self-reported high levels of stress or low levels of enjoyment said the feedback was often unhelpful or insensitive. We must be thoughtful and intentional about the AI-powered feedback we share with students.
AI can also help teachers see what they themselves are doing well, which is something many educators struggle with. This strength-based approach builds confidence and resilience. As one TeachFX pilot participant noted, “I was surprised at the focus on my strengths as well and how to improve on them. I think it did a good job of getting good details on my conversation and the intent behind it. ”
I often tell new teachers: “You’ll never see me teach a perfect lesson because perfect lessons don’t exist. I strive to improve each time I teach, and those incremental gains add up for students.” AI helps teachers embrace this growth mindset by making improvement tangible and achievable.
The moment is now
The current teacher shortage is a crisis, but it’s also an opportunity to reimagine how we support teachers.
Every student deserves a teacher who knows how to meaningfully engage them. And every teacher deserves timely, actionable feedback. The moment to shape AI’s role in teacher preparation is now. Let’s leverage these tools to help develop confident, effective teachers who will inspire the next generation of learners.
Dr. Alice Waldron, Relay Graduate School of Education
Dr. Alice Waldron leads Relay’s collective efforts to accelerate progress toward our mission and vision through meaningful innovation. With a focus on impact, values, and financial sustainability, she creates and leads processes to test and scale innovation initiatives to meet the evolving needs of schools and educators. Prior to this role, Dr. Waldron was the founding Dean of Relay’s Online Campus as well as Relay’s national Dean of Clinical Experience.
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The Global Majority Mentoring Programme, delivered by London Higher, aims to support career progression for Black, Asian, and minority ethnic (BAME) staff by providing tailored mentoring relationships and learning opportunities for academics and professional services staff.
I joined the programme as a mentee in 2023–24 while seeking support during my time as head of two merged divisions in the School of Law and Social Sciences. For me, mentoring is an exchange of knowledge and experience, and I was looking for a woman of colour in a leadership role outside my own institution with whom I could turn to for advice on navigating the unique challenges I was facing in confidence.
The programme was recommended to me by a colleague who recognised that, as the only non-white member of the school leadership team, I faced specific challenges which, although acknowledged by the rest of the team, could only be supported to a limited extent given that the remainder of the team were white. They understood that someone with lived experience of both race and gender might be better placed to offer the kind of support I needed. I was matched with someone in an Associate Dean role who I met with regularly for three months. She validated my experiences especially when I was second guessing myself, she also offered me guidance and advice on navigating career progression and insights on HE headhunters.
In addition to the mentoring, I also took part in the two-day Learning Leaders Workshop, delivered in partnership with the mentoring programme and the University of Westminster. I approached the workshop ambivalently while hoping it would offer more than the surface-level training I had experienced in the past. Previous programmes had often been underwhelming, failing to meet expectations and lacking depth. One in particular was overcrowded, with more than twenty participants, which made it difficult to engage in the kind of deep thinking that individual and collective inquiry needs.
Surface pressure
Reflecting on these past experiences, I began to question the broader purpose and structure of leadership development in higher education. Despite good intentions, many leadership development initiatives in higher education appear to remain disconnected from the structural changes reshaping the sector. And it is not always clear why line managers support staff participation in these programmes when, in practice, there appears to be limited opportunities to apply or build on the learning.
This concern feels especially pressing now, as the sector undergoes significant transformation, with widespread voluntary redundancies affecting many institutions across the UK. I fear that higher education is losing emerging talent at an alarming rate. While the current focus is largely on financial viability, we may be overlooking a more profound long-term issue, the need to reimagine what leadership in higher education looks like. The urgency of building a future-focused leadership pipeline is growing, particularly as ongoing threats to equity, diversity and inclusion continue to challenge the sector’s values and resilience.
Amid this context of uncertainty, where many of us are increasingly time-poor and juggling demanding workloads, I hoped the Learning Leaders workshop would offer a more meaningful and impactful experience. Taking time out of our busy schedules for training must feel worthwhile, rather than merely another tick-box exercise to meet 360 performance management targets. To my surprise, several aspects of the workshop turned out to be both unusual and thought-provoking.
Leadership through lived experience
Notably, there were just six of us in the room, all women, all from the global majority. Throughout the two days, I found myself reflecting on this. Why is it that I so often see more women than men who feel the need to be “trained up” for leadership? This prompted broader questions about gender, expectations and who is seen as ‘ready’ for leadership roles in our institutions. Women lead in many areas of life, particularly those of us who are parents or and carers. We are skilled problem-solvers, strong networkers, and we manage complex responsibilities every day.
In my role as Head of Division, I noticed a recurring frustration among female academics who felt that the emotional labour involved in providing pastoral care to students often went unrecognised. There was a shared sense that this responsibility frequently fell to them, with both students and male colleagues appearing to expect them to take it on. Yet we rarely describe care and pastoral work as leadership.
The programme was not a traditional form of training in any sense. Instead, it offered a series of facilitated sessions that created space for us to reflect, share, and learn from one another’s experiences. Together, we explored how we each learn which was presented in four quadrants – body, heart, mind, and spirit – and how to make the most of this intel within a team setting. This deeper understanding uncovered the strengths within our own leadership styles and helped us consider how best to apply them in our professional contexts. We took time to reflect on how leadership is defined and, more importantly, where it is learned and practised.
Leadership, we came to understand, is not something taught in a conventional way but rather something that evolves through lived experience. It happens in both personal and professional settings, though we might not always recognise it as leadership in a formal or professionalised sense. The workshop took a holistic approach and illustrated how knowledge can emerge through embodied learning, incorporating philosophical inquiry to uncover deeper insights into our individual and collective strengths. This is when it occurred to me, for the first time, that developing leadership practice is best done in communities of practice.
By the end of the two days, we weren’t “trained” by the facilitator in any traditional sense. Instead, the leadership wisdom we uncovered emerged from within our own group, the Super Six, which is what we have come to be known as and was brought to light through Keith’s expert and highly unconventional facilitation, which gently led us to that shared discovery.
Many paths to leadership
In hindsight, the Learning Leaders workshop gave me the space to actively explore the “what next” and “how next” of leadership. A series of thoughtful one-to-one conversations with one of the Super Six proved particularly impactful. Their questions led me to reflect deeply on new possibilities for academic leadership, including working as a freelance scholar, moving to a different institution, or stepping outside the sector altogether. I have always held a personal principle not to remain in one institution for more than ten years, out of concern for becoming institutionalised and limiting my professional growth. After several thoughtful conversations with my Dean, I came to the difficult but right decision to leave at the end of 2024.
Since then, I have had the privilege of working with several universities and organisations from teaching, advising, researching and collaborating on projects – all of which have been intellectually energising and impactful. There is no one way to lead, and the Learning Leaders workshop reminded me that there are many paths to leadership, each shaped by context, values and personal experience.
If there is any advice that I could offer to emerging leaders from global majority backgrounds, it would be to identify a sponsor with decision making power within the institution, a mentor outside of the university for confidential developmental advice and identify role models across different sectors and who do leadership well so you can begin building your own community of practice.
This article is one of four exploring London Higher’s Global Majority Mentoring Programme – you can find the others here.
Student retention remains one of the most pressing challenges in higher education. While institutions devote considerable resources to attracting new students, ensuring those students persist through to graduation is just as vital for institutional health and student success.
When students leave before completing their programs, colleges and universities lose tuition revenue and see diminished returns on their investments in recruitment and instruction. For students, the stakes are even higher: they often walk away without the credentials or skills they set out to earn, leaving personal and professional goals unfulfilled.
Retention, typically measured by the percentage of students who return to the same institution each year, is now a key performance indicator in higher education. It reflects how well a school supports and engages its students and can influence institutional rankings, funding, and public perception.
Recent data offers a mixed picture. In the United States, the national first-year retention rate for first-time students reached 69.5% in 2022, the highest level in nearly a decade and a slight increase over previous years. Still, that means nearly one in three students don’t return for a second year. In Canada, the pattern is comparable: 15–20% of university freshmen leave after their first year, with even higher attrition rates in colleges.
There is both urgency and opportunity here. This blog explores eight strategic, research-backed approaches that institutions can take to significantly improve student retention, strengthening institutional outcomes and ensuring more students reach the finish line.
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What Causes Students to Leave?
Why is student retention important in higher education? Student retention reflects institutional effectiveness and student success. High retention means students are achieving their goals and institutions are providing strong support. Low retention signals issues like academic or financial struggle. It’s both an ethical responsibility and a financial imperative, reducing dropout rates and maximizing investment in recruitment and instruction.
Student retention is a complex challenge influenced by a range of academic, social, and personal factors. While no two students leave college for exactly the same reason, research has consistently identified several common barriers to persistence. Understanding these roadblocks is essential for developing interventions that work.
Financial Barriers
For many students, the cost of education is a deciding factor. Difficulty paying tuition, fees, and living expenses remains one of the most significant drivers of attrition—particularly for those from lower-income backgrounds. Even small outstanding balances can prevent students from registering for the next semester, pushing them to stop out or drop out entirely.
Lack of Engagement and Belonging
Students who feel disconnected from campus life are far less likely to persist. A strong sense of community, whether through clubs, student organizations, residence life, or peer support networks, has been shown to significantly improve retention. When students feel isolated or out of place, their motivation to stay enrolled often wanes.
Insufficient Academic Support
Academic struggles can quickly lead to frustration and withdrawal if students don’t receive timely help. Without access to tutoring, mentoring, academic advising, or remedial coursework, those who fall behind may begin to doubt their ability to succeed.
Campus Culture and Climate
The broader institutional culture also plays a pivotal role. A welcoming, inclusive environment supported by compassionate faculty and staff can boost student morale and engagement. In contrast, campuses that feel unwelcoming or where students sense a lack of support often see higher rates of attrition.
Life Outside the Classroom
External pressures, including mental health concerns, family responsibilities, work conflicts, or physical health issues, can interfere with students’ ability to continue their studies. When schools lack the flexibility or resources to help students manage these challenges, even the most motivated learners may be forced to leave.
The First-Year Experience
The transition into higher education is a make-or-break period. Students who struggle during their first year, due to academic shock, poor orientation programs, or difficulty making friends, are at greater risk of not returning for a second year. Supporting students during this critical period can make a long-term difference.
What Is the Difference Between Persistence and Retention?
Retention refers to students returning to the same institution, while persistence tracks students continuing in higher education, even if they transfer. A student may not be retained by one college but still persist by enrolling elsewhere. Persistence offers a broader view of student progress beyond a single campus.
What Are the Factors Affecting Student Retention?
Student retention is influenced by academics, finances, social belonging, mental health, and institutional climate. Academic unpreparedness, isolation, financial strain, and life challenges are leading causes of dropout. The first-year experience is especially critical. Successful retention strategies address multiple areas, supporting students academically, socially, and personally to help them stay enrolled.
With these contributing factors in mind, it’s clear that improving student retention requires a holistic, proactive approach. Fortunately, institutions have a range of strategies at their disposal. In the next section, we’ll explore eight of the most effective ways colleges and universities are addressing these issues, complete with real-world examples from Canada, the U.S., and beyond.
1. Personalize Communication and Support for Students
Today’s students are used to receiving customized experiences in almost every aspect of their lives, from social media feeds to online shopping recommendations. They now expect the same level of personalized communication from their college or university. When schools meet students with timely, tailored support, they show that they care, and that can make all the difference in whether a student stays or leaves.
This kind of proactive outreach can take several forms. Some institutions segment their automated email campaigns by group, such as first-years, international students, or those on academic probation, to deliver more relevant content and reminders. Others implement 24/7 text messaging systems or AI-powered chatbots that answer routine questions, offer words of encouragement, and send reminders about key deadlines. More advanced platforms go a step further, using predictive analytics to monitor signs of disengagement or academic trouble, alerting advisors to intervene before it’s too late.
These tools offer a concierge-style model of support: always on, always responsive. Students can get help after hours or over the weekend, when live staff may not be available, which helps reduce frustration and drop-off.
Example: Forsyth Technical Community College in the U.S. revamped its approach to student communication by adopting a “customer service” mindset, ensuring that both staff and automated systems responded quickly, kindly, and proactively to student needs. This overhaul included faster response times, friendly messaging, and a systematic effort to check in on students rather than waiting for problems to surface. The result? A 9% increase in student retention after implementing this new communication model.
To replicate this approach, consider implementing a CRM (Customer Relationship Management) or student engagement platform that allows advisors to monitor student status and send targeted messages. This could be as simple as congratulating a student on a strong midterm, or as critical as reaching out after several missed classes.
Even small gestures like a personalized check-in from a faculty member can make students feel they belong. When institutions shift from one-size-fits-all messaging to individualized outreach, they build a sense of care and connection that reinforces students’ decisions to stay enrolled.
2. Foster a Strong Sense of Community and Belonging
A strong sense of belonging is one of the most powerful predictors of student retention. When students feel connected, through friendships, mentors, and shared campus culture, they’re more likely to persist despite academic or personal challenges. Conversely, loneliness and disconnection are key drivers of attrition.
To support student connection, institutions should create structured opportunities for involvement: orientation, residence life, clubs, intramurals, volunteer work, and student leadership. Participation in these activities increases engagement and reinforces a sense of purpose. Social media can amplify this by highlighting student life and celebrating individual voices.
Example: The University of Toronto supports student retention by building community and belonging for underrepresented students through mentorship. In particular, U of T offers programming for first-generation students that connects them with mentors and resources across campus. This First Generation Student Engagement program focuses on helping students navigate barriers to access and inclusion by linking them to academic support, career guidance, wellness services, and peer networks. The goal is to ensure first-gen and other marginalized students feel a strong sense of belonging and are supported throughout their journey.
Ultimately, when students feel they matter to peers, faculty, and the institution, they’re more likely to stay. Belonging isn’t a bonus; it’s foundational to retention.
3. Offer Robust Academic Support and Advising
Academic challenges are a leading cause of student attrition. When students feel lost, overwhelmed, or unsupported, they’re more likely to withdraw. That’s why proactive academic support is one of the most effective student retention strategies.
Effective strategies include offering accessible tutoring (in-person and 24/7 online), writing assistance, and supplemental instruction for high-failure courses. Just as crucial is structured academic advising. When advisors monitor progress and flag early signs of struggle, like low grades or unbalanced course loads, they can intervene with timely solutions.
Institutions must also normalize help-seeking by actively promoting support services. Social media, email campaigns, and website content can encourage students to use academic resources without stigma.
Example – UC Berkeley has built an ecosystem of academic support services combined with faculty mentorship to improve student success and retention. On the academic side, Berkeley provides extensive tutoring, peer advising, and dedicated study spaces in residence halls, free for students and readily accessible where they live.
Early alert systems are another retention tool. By analyzing attendance and coursework in the first weeks, schools can identify at-risk students and reach out before they disengage.
The message is simple: when students know help is available and feel encouraged to use it, they’re more likely to succeed.
4. Provide Career Development Opportunities From Day One
Career uncertainty is a major driver of student attrition. To counter this, institutions must integrate career development early, ideally from the first year.
Career workshops, alumni networking, LinkedIn training, and highlighting the career potential of different majors help students connect academics to future employment. Research confirms that uncertainty about career direction strongly correlates with dropout risk.
Example: DePaul University launched the Future Forward program, a year-long career incubator for first-year students, to bolster their sense of purpose and keep them enrolled. The idea is to help freshmen find their “why” for attending college by engaging them in self-discovery, skill-building, and career exploration starting in their first quarter. Future Forward combines online learning modules (on topics like growth mindset, design thinking, networking) with mentorship from older student peers and staff. By integrating career development into the first-year experience, DePaul addresses a major attrition risk: lack of direction. Many freshmen enter undecided about their field, which can sap motivation. Future Forward helps students clarify goals and see how their studies link to future careers, thereby increasing their commitment to persist.
Mentorship is another effective strategy. Toronto Metropolitan University’s Tri-Mentoring Program connects upper-year students with professionals to support the transition to work.
Example: Toronto Metropolitan University (TMU) – formerly Ryerson University – pioneered the Tri-Mentoring Program (TMP) to support student retention through layered mentorship and inclusion. The educational priority of TMP is “to mentor each student using their individual experience to find their sense of belonging on campus.”
In practice, the “Tri” refers to three tiers of mentoring: Peer Mentoring (matching first-year students with trained upper-year mentors in the same program or with similar backgrounds), Group Mentoring (regular group sessions and community events for students from equity-deserving groups, facilitating peer networking and mutual support), and Career Mentoring (matching third-year or higher students with industry professionals, often alumni, for guidance as they prepare for careers).
Similarly, internships, job shadowing, and embedded career-planning courses give students confidence in their trajectory. Institutions can also integrate career goals into academic advising and marketing, using alumni stories to reinforce long-term value. When students see a clear path from degree to career, their motivation and likelihood of staying enrolled dramatically improve.
5. Leverage Data and Early Alerts to Identify At-Risk Students
Predictive analytics enables institutions to proactively support students showing signs of disengagement or academic risk. By monitoring GPA, class attendance, LMS activity, or even ID card swipes, colleges can detect early warning signs and act before a student drops out.
Many platforms offer dashboards and AI-driven messaging to flag risks and send targeted resources. When paired with advisor outreach, this approach becomes highly effective.
Example: Georgia State University’s Predictive Analytics: Georgia State tracks over 800 risk indicators, triggering alerts when students show signs of academic or financial distress. This system led to the Panther Retention Grant, which helps students with small outstanding balances, one of the biggest dropout triggers. Combined with advisor follow-ups, this strategy has significantly improved retention, especially for underrepresented students.
Even basic early alert systems can help. Faculty-initiated midterm warnings and proactive outreach have been shown to improve persistence by making students feel supported. Benchmarking tools like the IPEDS database can also guide institutions on where to improve.
In short, using data transforms retention from reactive to proactive. With the right tools and team, schools can identify challenges early, intervene meaningfully, and prevent students from slipping through the cracks.
6. Enhance Financial Aid Awareness and Support
Financial strain is a top reason students consider stopping out. To improve retention, institutions must ensure students are aware of, and able to access, funding options before small financial issues force them out.
Colleges should proactively promote scholarships, bursaries, emergency grants, and flexible payment plans. Hiring financial aid coaches or sending alerts to students with incomplete forms or unpaid balances can help prevent unnecessary dropouts. Georgia State University’s Panther Retention Grants exemplify this approach, offering micro-grants to students at risk of losing enrollment over modest fees. Over 10,000 students have benefited, with research showing faster graduations and lower debt loads as a result.
COVID-era aid also proved powerful: community colleges and HBCUs that used relief funds to clear student debts saw thousands stay enrolled. Additionally, financial literacy programs, like budgeting workshops or one-on-one counselling, equip students to manage limited resources wisely and reduce financial stress.
Example: Queen’s University has focused on reducing financial barriers and the misinformation around them by proactively promoting financial aid opportunities to students, using channels like social media, email, and digital signage. The goal is to ensure students know about and utilize available aid (scholarships, bursaries, grants), thereby decreasing the number who drop out due to financial strain. In practice, Queen’s Student Affairs runs ongoing Instagram awareness campaigns about bursary deadlines, loan applications, and financial wellness tips. Below we see Queen’s official Student Affairs Instagram has posts reminding students “it’s not too late to apply for the 2023–24 General Bursary for winter and summer terms” and to apply for government aid like OSAP (Ontario Student Assistance Program).
Bottom line: funding support and strong communication are critical tools in retaining financially vulnerable students.
7. Offer Flexible and Inclusive Learning Options
Modern college students are diverse; many are part-time, working, parenting, or have accessibility needs. Rigid policies and teaching methods can alienate these learners, making flexibility and inclusivity essential to retention.
Flexible scheduling options, like evening, weekend, online, or hybrid classes, help students balance education with life responsibilities. Allowing part-time enrollment, asynchronous learning, or summer online courses can reduce dropout risk, especially among non-traditional learners.
Credit for prior learning (e.g., PLAR in Canadian colleges) also supports older students by recognizing experience and accelerating time to completion. Inclusive learning environments ensure students of all abilities and styles thrive.
Example: Academy of Learning Career College (AOLCC) uses its proprietary Integrated Learning System (ILS) to maximize student retention by offering flexibility, personalization, and one-on-one support in the learning process. The ILS is a self-directed, multi-sensory training system that lets each student learn at their own pace on a schedule that suits them. A crucial feature since many AOLCC students are adult learners, working, or have family obligations.
Support for online students is also critical. Strong virtual infrastructure; 24/7 tech help, online tutoring, and proactive instructor check-ins help remote learners feel connected. Some schools have engagement teams dedicated to online students.
Additionally, flexible academic policies such as compassionate leaves or grading options (used during the pandemic) can prevent student loss under strain. By adapting to student realities rather than enforcing a traditional mold, colleges show they care and turn potential stop-outs into future graduates.
8. Strengthen Faculty-Student Engagement and Mentorship
Faculty play a pivotal role in student retention through their daily interactions with students. Strong faculty-student engagement, including mentorship, accessibility, and supportive instruction, helps students feel seen, guided, and motivated to persist, especially when challenges arise.
Research shows that meaningful faculty contact improves students’ sense of integration and commitment to college. Gen Z students, in particular, value professors who demonstrate authenticity and personal interest. Without that, disengagement and dropout risk increase.
Colleges can enhance engagement through mentorship programs, pairing students with faculty advisors who offer academic, career, and personal guidance. Faculty training in inclusive teaching and student outreach empowers instructors to recognize and assist struggling students early. Simple actions, like checking in on absences, can make a big difference.
Example: Faculty as Mentors at Berkeley:As noted earlier, UC Berkeley emphasizes that its faculty are among the most accessible, citing programs like the Resident Faculty Program where professors live in residence halls to interact with students outside of class. They highlight that faculty often serve as mentors and even friends to students, and note statistics such as a 19:1 student-faculty ratio and many small classes. This environment of approachability contributes to student success and retention at Berkeley; students feel supported academically and personally by instructors of that caliber, which deepens their commitment to staying.
Interactive teaching methods, such as discussions or group work, foster stronger connections. Faculty who use student names, encourage participation, and integrate feedback build rapport and community. Schools like UC Berkeley go further, housing faculty in residence halls and maintaining small class sizes to promote mentorship.
Faculty should be viewed as frontline retention agents. By celebrating teaching and providing tools for meaningful student relationships, institutions can greatly boost persistence through a caring, connected academic culture. In retention, relationships matter, and faculty are key.
Retention Starts With Intention and the Right Support
Improving student retention isn’t about a single silver bullet. As we’ve explored, it takes a coordinated, research-driven strategy, one that centers students at every point of their journey. Whether it’s delivering personalized outreach, fostering belonging, offering early career guidance, or using data to proactively intervene, the most successful institutions treat student retention as both a mission and a metric.
But knowing what works is only half the equation. Implementing these strategies at scale, consistently and effectively, requires the right tools, technology, and expertise. That’s where Higher Education Marketing can help.
At HEM, we equip colleges and universities with the CRM systems, marketing automation, and digital engagement strategies needed to nurture students from application to graduation. From crafting segmentation-based communications to building data-informed retention workflows, our solutions are built for institutions ready to prioritize persistence.
If you’re looking to boost your retention rates, build stronger student connections, and create a more responsive campus experience, explore how HEM’s services can support your goals. Together, we can help more students reach the finish line and help your institution thrive in the process.
Do you want to explore strategic and effective university student retention strategies?
Contact HEM for more information.
Struggling with enrollment and retention?
Our Digital Marketing team can help you generate more leads!
Frequently Asked Questions
Question: Why is student retention important in higher education?
Answer: Student retention reflects institutional effectiveness and student success. High retention means students are achieving their goals and institutions are providing strong support. Low retention signals issues like academic or financial struggle.
Question: What is the difference between persistence and retention?
Answer: Retention refers to students returning to the same institution, while persistence tracks students continuing in higher education, even if they transfer.
Question: What are the factors affecting student retention?
Answer: Student retention is influenced by academics, finances, social belonging, mental health, and institutional climate. Academic unpreparedness, isolation, financial strain, and life challenges are leading causes of dropout.
In a study of 99,542 donors who supported causes between 2020 and 2024 with gifts totaling less than $5,000 a year (nearly 97 percent of all donors), just 5.7 percent supported education institutions. That’s according to “The Generosity Report: Data-Backed Insights for Resilient Fundraising,” published this April by Neon One, a provider of nonprofit operational technology.
While major gifts will always be a crucial part of higher ed advancement success, it’s important to remember that smaller gifts add up, and during this uncertain time higher ed leaders must prioritize capturing the interest of every could-be donor.
Among the donors studied, nearly 30 percent gave to more than one nonprofit, for a combined average of about $545 in 2024, an increase from $368 in 2020. Many—if they have a good relationship with a nonprofit and are asked—will increase their level of support.
Sharing donation impact stories on a college’s main giving page is an approach not taken enough, in my experience. Typically, the “make a gift” or “give now” link, found prominently on an institution’s homepage, brings a visitor to a form. (“Yes, we’ll take that credit card info now.”) While no one wants to distract anyone from giving online, some colleges are clearly making efforts to inspire and inform giving by sharing how donations are helping students succeed and contributing to research and other efforts benefiting the community or beyond.
In uncovering examples of colleges using engaging narratives on their donation pages, I now have a clear sense of several practices to consider. For anyone asking how an already resource-strapped marketing and comms team is supposed to make time for additional storytelling, here’s some good news: Most institutions are probably already publishing articles that can be gently repurposed for alumni and other friends thinking about making a gift.
Following are three actions to take when the goal is telling impact stories on a main giving page.
Find (and tweak) or create the content.
Do some sleuthing to locate any articles already written about programs and supports made possible at least in part with donor funding. While giving sites can include articles about major gifts that center around the donor, focusing on individuals or communities that are better because of the initiative is more compelling.
Donation-related video content—although probably needing to be built from scratch—is a great way to highlight real student successes, whether it’s a scholarship that opened up access, emergency funds that allowed a student to stay in school or the excitement of commencement. Minnesota State University, Mankato, recorded accepted students finding out they had received scholarships and students who had benefited from emergency funding sharing how the gift had “saved the day.” Gratitude-focused videos, especially when they use student voices, need not reveal specific personal circumstances.
To help find individuals to feature, some giving pages invite students, alumni, employees and donors to suggest or contribute their own impact stories.
Provide a mix of content formats and collections.
Slideshows, blown-up quotes and infographics (individual graphics or numbers-driven stories) are a few visual content tactics spotted on giving pages.
Lewis & Clark College tells succinct stories on its giving page through a slideshow with three students sharing how their financial aid offers allowed them to enroll. The Oregon college’s giving page also includes a collection of five featured stats, highlighting how gifts from the past year have made an “immediate impact on the areas of greatest need.” Rather than just presenting the most obvious numbers, such as giving totals, these data points note, for example, the number of potential jobs and internships sourced by the career center, or how many new titles were purchased by the library.
To make an impact story most effective at inspiring a gift, be sure to take the extra step of adding a call-to-action message and link within each article. Even institutions doing this tend to be inconsistent about it. Try adding an italicized note at the end, a sentence within the text or a box that explains the related fund, as University of Colorado at Boulder does.
Be thoughtful about giving page content organization.
Content-rich giving pages don’t start with a gift form or a bunch of stories. Instead, a single large photo or slideshow featuring students and a short, impactful message seems to be the preferred approach.
As a visitor scrolls down, additional content tiers can offer more detail and giving encouragement—such as students expressing gratitude for support. More comprehensive feature articles and/or collections of impact story content tend to appear toward the bottom of the page, with a few teaser stories and often a link to see more. Larger collections of stories can be broken into categories and made searchable.
Some institutions place links to impact story pages in more than one place and include multiple “make a gift” buttons on the main giving page.
A new focus on giving content should also trigger some tweaks to the gift form itself. Does it include a drop-down menu with specific fund options? Can a donor write in where to direct the gift?
Or consider McGill’s approach: Each of five big ideas listed on its giving stories page takes visitors to a gift form, followed by a description of the meaning of that idea, followed by specific stories that bring it to life.
What inspirational success stories could you be sharing with friends who click to donate?
The Trump administration is reshaping the pursuit of science through federal cuts to research grants and the Department of Education. This will have real consequences for students interested in science, technology, engineering and mathematics, or STEM learning.
One of those consequences is the elimination of learning opportunities such as robotics camps and access to advanced math courses for K-12 students.
As a result, families and caregivers are more essential than ever in supporting children’s learning.
Look for “problems” in or around your home to engineer a solution for. Engineering a solution could include brainstorming ideas, drawing a sketch, creating a prototype or a first draft, testing and improving the prototype and communicating about the invention.
For example, one family in our research created an upside-down soap dispenser for the following problem: “the way it’s designed” − specifically, the straw − “it doesn’t even reach the bottom of the container. So there’s a lot of soap sitting at the bottom.”
To identify a problem and engage in the engineering design process, families are encouraged to use common materials. The materials may include cardboard boxes, cotton balls, construction paper, pine cones and rocks.
Our research found that when children engage in engineering in the home environment with caregivers, parents and siblings, they communicate about and apply science and math concepts that are often “hidden” in their actions.
For instance, when building a paper roller coaster for a marble, children think about how the height will affect the speed of the marble. In math, this relates to the relationship between two variables, or the idea that one thing, such as height, impacts another, the speed. In science, they are applying concepts of kinetic energy and potential energy. The higher the starting point, the more potential energy is converted into kinetic energy, which makes the marble move faster.
Open up a space for exploration around STEM concepts driven by their interests.
Currently, my research with STEM professionals who were homeschooled talk about the power of learning sparked by curiosity.
One participant stated, “At one time, I got really into ladybugs, well Asian Beatles I guess. It was when we had like hundreds in our house. I was like, what is happening? So, I wanted to figure out like why they were there, and then the difference between ladybugs and Asian beetles because people kept saying, these aren’t actually ladybugs.”
In my research, being uncertain about STEM concepts may lead to children exploring and considering different ideas. One concept in particular − playful uncertainties − is when parents and caregivers know the answer to a child’s uncertainties but act as if they do not know.
For example, suppose your child asks, “How can we measure the distance between St. Louis, Missouri, and Nashville, Tennessee, on this map?” You might respond, “I don’t know. What do you think?” This gives children the chance to share their ideas before a parent or caregiver guides them toward a response.
4. Bring STEM to life
Turn ordinary moments into curious conversations.
“This recipe is for four people, but we have 11 people coming to dinner. What should we do?”
In a recent interview, one participant described how much they learned from listening in on financial conversations, seeing how decisions got made about money, and watching how bills were handled. They were developing financial literacy and math skills.
As they noted, “By the time I got to high school, I had a very good basis on what I’m doing and how to do it and function as a person in society.”
Globally, individuals lack financial literacy, which can lead to negative outcomes in the future when it comes to topics such as retirement planning and debt.
Why is this important?
Research shows that talking with friends and family about STEM concepts supports how children see themselves as learners and their later success in STEM fields, even if they do not pursue a career in STEM.
My research also shows how family STEM participation gives children opportunities to explore STEM ideas in ways that go beyond what they typically experience in school.
In my view, these kinds of STEM experiences don’t compete with what children learn in school − they strengthen and support it.
Many school districts have adopted an evidence-based literacy curriculum called the “science of reading” that features phonics as a critical component.
Phonics strategies begin by teaching children to recognize letters and make their corresponding sounds. Then they advance to manipulating and blending first-letter sounds to read and write simple, consonant-vowel-consonant words – such as combining “b” or “c” with “-at” to make “bat” and “cat.” Eventually, students learn to merge more complex word families and to read them in short stories to improve fluency and comprehension.
In practice, Louisiana used a variety of science of reading approaches beyond phonics. That’s because different students have different learning needs, for a variety of reasons.
Yet as a scholar of reading and language who has studied literacy in diverse student populations, I see many schools across the U.S. placing a heavy emphasis on the phonics components of the science of reading.
If schools want across-the-board gains in reading achievement, using one reading curriculum to teach every child isn’t the best way. Teachers need the flexibility and autonomy to use various, developmentally appropriate literacy strategies as needed.
This was the case with my own child. He had been a proficient reader from an early age, but struggles emerged when his school adopted a phonics program to balance out its regular curriculum, a flexible literature-based curriculum called Daily 5 that prioritizes reading fluency and comprehension.
I worked with his first grade teacher to mitigate these challenges. But I realized that his real reading proficiency would likely not have been detected if the school had taught almost exclusively phonics-based reading lessons.
Another weakness of phonics, in my experience, is that it teaches reading in a way that is disconnected from authentic reading experiences. Phonics often directs children to identify short vowel sounds in word lists, rather than encounter them in colorful stories. Evidence shows that exposing children to fun, interesting literature promotes deep comprehension.
Balanced literacy prompts children to learn words encountered in authentic literature during guided, teacher-led read-alouds – versus learning how to decode words in word lists. Teachers use multiple strategies to promote reading acquisition, such as blending the letter sounds in words to support “decoding” while reading.
Another balanced literacy strategy that teachers can apply in phonics-based strategies while reading aloud is called “rhyming word recognition.” The rhyming word strategy is especially effective with stories whose rhymes contribute to the deeper meaning of the story, such as Marc Brown’s “Arthur in a Pickle.”
The rhyming structure of ‘Arthur in a Pickle’ helps children learn to read entire words, versus word parts.
After reading, teachers may have learners arrange letter cards to form words, then tap the letter cards while saying and blending each sound to form the word. Similar phonics strategies include tracing and writing letters to form words that were encountered during reading.
There is no one right way to teach literacy in a developmentally appropriate, balanced literacy framework. There are as many ways as there are students.
What a truly balanced curriculum looks like
The push for the phonics-based component of the science of reading is a response to the discrediting of the Lucy Calkins Reading Project, a balanced literacy approach that uses what’s called “cueing” to teach young readers. Teachers “cue” students to recognize words with corresponding pictures and promote guessing unfamiliar words while reading based on context clues.
A 2024 class action lawsuit filed by Massachusetts families claimed that this faulty curriculum and another cueing-based approach called Fountas & Pinnell had failed readers for four decades, in part because they neglect scientifically backed phonics instruction.
The intention here is for learners to acquire words in the context of engaging literature. But critics of Calkins contend that “cueing” during reading is a guessing game. They say readers are not learning the fundamentals necessary to identify sounds and word families on their way to decoding entire words and sentences.
Here are five evidence-based tips to promote reading for all readers that combine phonics, balanced literacy and other methods.
1. Maintain the home-school connection. When schools send kids home with developmentally appropriate books and strategies, it encourages parents to practice reading at home with their kids and develop their oral reading fluency. Ideally, reading materials include features that support a diversity of learning strategies, including text, pictures with corresponding words and predictable language.
I vividly recall when an editor in chief invited me to publish in a well-known journal. Fresh from defending my dissertation, I still grappled with understanding how publishing worked in academia—like whether I should try to imitate the densely written, abstract sentences that appeared in the journal he edited. I thumbed the latest issue and looked at him. “Do you have a house style I should use?”
He shuddered and gave a response I’ve since heard echoed by other editors in chief of similarly well-respected journals: “Please don’t! We publish manuscripts despite how they’re written.”
But this candid advice leaves most graduate students and even seasoned faculty members with another dilemma. If you can’t imitate articles published in the best journals, how do you write up your research so it gets published?
During my early years of teaching writing courses, I discovered that students seldom revised their work significantly, even when they received extensive feedback from both me and their peers. In fact, students failed to revise even when they received feedback and grades from their peers.
All writing students also struggle with the idea that both feedback and grades on their writing are subjective, a reflection of how a particular instructor prefers students to write in a specific course. In addition, English literature and creative writing courses teach students that writing is a combination of mystery and art.
In contrast, researchers in cognitive neuroscience and psycholinguistics identified the features that make sentences easy or difficult to read decades ago. As a result, we can teach students how to make their sentences clear—no matter how complex the subject—by teaching science-based writing methods. And as a graduate student or faculty member, you can improve your own academic writing—and your chances for publication—by focusing on the five basic principles that cause readers to perceive sentences as clear.
Second, English sentence structure reflects causes and effects in its ordering of words: subject-verb-object. As researchers discovered, participants read sentences with active voice at speeds one-third faster than they read sentences in passive voice. Moreover, these same participants misunderstood even simple sentences in passive voice about one-quarter of the time. While many writing instructors require students to use active voice, few alert students to the specific benefits of active sentences that make them easier to read. These sentences are shorter, more efficient and more concrete, while sharpening readers’ sense of cause and effect.
Consider the differences between the first example below, which relies on passive voice, and the second, which uses active voice.
Passive: It has been reported that satiety may be induced by the distention of the gastric antrum due to the release of dissolved gas from carbonated water,which may improve gastric motility, thereby reducing hunger.
Active: Cuomo, Savarese, Sarnelli et al. reported that drinking carbonated water distends the gastric antrum through the release of dissolved gas, inducing satiety and improving gastric motility, all of which reduce hunger.
Actors or concrete objects turn sentences into microstories.
Academic writing naturally tackles complex content that can prove challenging even to subject matter experts. However, writers can make even challenging content comprehensible to nonexperts by making cause and effect clear in their sentences by using nouns that readers can easily identify as subjects. When the grammatical subjects in sentences are nouns clearly capable of performing actions, readers process sentences with greater speed and less effort. For actors, use people, organizations or publications—any individual, group or item created with intention that generates impact.
We unconsciously perceive these sentences as easier to read and recall because identifying actors and actions in sentences aids readers in fixing both a word’s meaning and the role it plays in sentence structure. Furthermore, these nouns enhance the efficiency of any sentence by paring down its words. Take these examples below:
Abstract noun as subject: Virginia Woolf’s examination of the social and economic obstacles female writers faced, due to the presumption that women had no place in literary professions and so were instead relegated to the household, particularly resonated with her audience of young women who had struggled to fight for their right to study at their colleges, even after the political successes of the suffragettes.
Actor as subject: In A Room of One’s Own, Virginia Woolf examined social and economic obstacles female writers faced. Despite the political success of the suffragettes, writers like Woolf battled the perception that women had no place in the literary professions. Thus Woolf’s book resonated with her audience, young women who had to fight for the right to study at their colleges.
Pronouns send readers backward, but readers make sense of sentences by anticipating what comes next.
If writers imitate the academic writing they see in print, they typically rely on pronouns as the subjects of sentences, especially “this,” “that,” “these,” “those” and “it.” However, pronouns save writers time but cost readers significantly, for two reasons.
First, readers typically assume that pronouns refer to a single noun rather than a cluster of nouns, a phrase or even an entire sentence. Second, when writers use these pronouns without nouns to anchor their meaning, readers slow down and frequently misidentify the meanings of pronouns. Moreover, readers rated writing samples with higher numbers of pronouns as less well-written than sentences that relied on actors as subjects—or even pronouns like “this” anchored by nouns like “outcome.”
Pronoun as subject: Due to the potential confounding detrimental effects of sulfonylureas and insulin in the comparator arms of the trials evaluating anticancer effects of metformin/thiazolidinediones, it is difficult to draw any firm conclusions from prior studies.
Actor as subject: In trials to assess the anticancer effects of metformin/thiazolidinediones, we had difficulty drawing any firm conclusions from prior studies due to potential confounding detrimental effects from sulfonylureas and insulin.
Action verbs make sentences more concrete, efficient and memorable.
Open any newspaper or magazine and, even in just-the-facts-ma’am hard news stories, you’ll find action verbs, like “argues,” “reinvents,” “writes” and “remakes.” In contrast, most writers overrely on nonaction verbs. These verbs include “is,” “has been,” “seems,” “appears,” “becomes,” “represents” and that evergreen staple of academic writing, “tends.”
Action verbs enable readers to immediately identify verbs, a process central to comprehending sentence structure and understanding meaning alike. Furthermore, action verbs make sentences more efficient, more concrete and more memorable. In one study of verbs and memory, readers recalled concrete verbs more accurately than nonaction verbs.
When we read action verbs, our brains recruit the sensory-motor system, generating faster reaction times than with abstract or nonaction verbs, which are processed outside that system. Even in patients with dementia, action verbs remain among words patients with advanced disease can identify due to the semantic richness of connections action verbs recruit in the brain.
Nonaction verbs: Claiming the promotion of research “excellence” and priding oneself in the record of “excellence” has become commonplace, but what this excellence is concretely about is unclear.
Action verbs: Research institutions claim to promote faculty on the basis of research “excellence,” but institutions define “excellence” in many ways, with few clear definitions.
Place subjects and verbs close together.
When we read, we understand sentences’ meaning based on our predictions of how sentences unfold. We unconsciously make these predictions from our encounters with thousands of sentences. Most important, these predictions rely on our ability to identify grammatical subjects and verbs.
We make these predictions easily when writers place subjects and verbs close together. In contrast, we struggle when writers separate subjects and verbs. With each increase in distance between subjects and verbs, readers exert greater effort, while reading speeds slow down. More strikingly, readers also make more errors in identifying subjects and verbs with increases in the number of words between subjects and verbs—even in relatively short sentences.
For example, in this sentence, readers must stumble through two adjective clauses, noted in orange below, before encountering the verb “decreases,” paired with the underlined subject, “rule”:
Specifically, a rule that indicates a reduction in delaythat precedes an aversive consequence decreases procrastination in university students.
But this separation strains working memory, as readers rely on subject-verb-object order to identify sentence structure. Ironically, as academic writers gain sophistication in their subject-matter expertise, they frustrate readers’ mechanisms for comprehension. Your urge to immediately modify the subject of your sentence with phrases and clauses slows reading and increases readers’ sense of conscious effort.
On the other hand, reading speeds increase while effort decreases when subjects and verbs appear close together. Introduce your main point with a subject and verb, then modify them with clauses or phrases:
Specifically, university students decrease procrastination when they face aversive consequences immediately for failure to meet deadlines.
These principles will work in any discipline, enabling writers to control how editors and peer reviewers respond to their manuscripts and proposals. These changes can help make an academic career successful, crucial in today’s competitive environment.
Yellowlees Douglas is a former professor of English at Holy Names University and was a director of five writing programs at universities including the City University of New York and the University of Florida. She is the author, most recently, of Writing for the Reader’s Brain: A Science-Based Guide (Cambridge University Press, 2024).
The higher education enrollment landscape is undergoing a significant transformation, driven by shifting demographics, technological advancements, and economic uncertainty. To remain relevant and competitive, colleges and universities must adapt to these changes and develop strategies to succeed in a challenging environment. But before you can adapt, one must first look at some of the major innovations that have disrupted how consumers engage with brands.
Are you engaging students the way they engage with other brands?
Short form video content: Platforms like TikTok, Instagram Reels, and YouTube Shorts have dominated, offering snackable content that informs, entertains, and inspires within seconds. Influencers (see #5) use this medium to tell stories, drive trends, and engage consumers on behalf of sponsored brands. Students use the medium to assess campus life and inform college choices.
Voice and visual search optimization: The rise of “smart assistants”and digital assistants have changed the way we engage with brands, discover products, and complete research, transactions, and more. A good digital assistant is becoming as essential as a solid logo design in marketing.
AI personalization: Artificial intelligence has revolutionized marketing by enabling hyper-personalized experiences, analyzing real-time data, and predicting consumer behavior to deliver tailored content. For cash strapped institutions, it has the added benefit of allowing you to zero in on your highest potential return prospects and curate content.
Augmented reality (AR) experiences: AR is transforming how consumers shop, learn, and engage with brands, creating immersive experiences that drive both engagement and sales. George Mason University developed a successful AR campus tour for transfer students, and I expect to see prospective students and their families wandering campus with branded AR glasses on campuses everywhere before long.
Influencer marketing: The focus has shifted from big-name endorsements to micro- and nano-influencers, offering niche expertise and deeper connections with audiences. Universities are leveraging student influencers on campus for enrollment and advancement opportunities.
Data privacy regulations and ethical marketing trends: With increasing concerns about data breaches, consumers demand transparency and ethical practices in data handling and marketing. Layer an ever changing and tightening regulatory environment and you will need solid governance and procedural guidance to ensure compliance without limiting effectiveness.
Omnichannel integration: Marketers now focus on providing a seamless experience across all touchpoints, ensuring brand consistency and cohesive customer interactions. The same experience is paramount during the college search process to stand out, stay top of mind, and draw students to your engaging (AR powered?) on campus events.
5 keys to optimizing your college marketing strategy to address these changes
That is the how, but what about the what. A great tech stack is one thing, but the meat of your strategy and message must center around what is central to your mission, your goals, and your prospective student audience.
1. Gear your strategy to your prospective students
As the student population becomes increasingly diverse, institutions must develop targeted recruitment and communication strategies to engage with underrepresented groups, including Hispanic, African American, and first-generation students. According to RNL’s most recent study of undergraduate marketing and recruitment practices, 51% of four-year private, 42% of two-year public, and 37% of four-year public institutions have specific strategies for recruiting Hispanic students. The vast majority of institutions also do not have materials and communications available in Spanish. Depending on your locality, these populations may be your best bet for stable growth, but without a specific marketing strategy, you will miss the opportunity.
2. Assess the suite of marketing tools, vehicles and assets at your fingertips
How cohesive, consistent and connected are they? Students use a variety of resources to learn about colleges and universities, from websites and social media to videos and printed brochures. Institutions must adopt a balanced, omnichannel approach to marketing, leveraging multiple channels to reach students at various stages of their decision-making process.
3. Plug the leak
As the demographic cliff approaches, institutions must prioritize student success and retention strategies. A recent study found that public colleges and universities use market research and print/electronic campaigns to impact student yield and summer melt, but there is room for improvement in collecting data to inform retention policies. (Our report on retention practices provides very helpful benchmarks and ideas for student success strategies.)
To succeed in a rapidly changing environment, institutions must be willing to adapt and innovate. This includes investing in technology, such as AI-powered enrollment management systems, and exploring new revenue streams, such as online and graduate programs.
College marketing is evolving at an unprecedented pace. How can you keep up?
To remain competitive, colleges and universities must embrace strategies that prioritize personalization, authenticity, and innovation. From leveraging short-form video content and AI-powered tools to integrating augmented reality experiences and omnichannel approaches, institutions have a wealth of opportunities to connect with prospective students in meaningful ways.
However, success will require more than technology; it demands a deep understanding of the diverse needs and aspirations of the modern student population. By aligning marketing efforts with institutional goals, fostering inclusivity, and enhancing the overall student experience, higher education institutions can not only navigate these changes but thrive in a rapidly shifting environment. Now is the time to adapt, innovate, and future-proof strategies to ensure sustainable growth and relevance in the years ahead. Reach out and we can connect on your marketing strategies. We will find a time to talk about your opportunities to make sure your marketing efforts resonate with students and reach them in the channels they use.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
