Understanding the College Enrollment Crisis
The landscape of higher education is undergoing a significant transformation. Recent data reveals a troubling trend: between fall 2019 and fall 2024, undergraduate college enrollment dropped notably, with institutions like the University of Montana announcing the layoff of 42 employees after Congress cut a program’s funding. Such developments underscore the urgency for institutions to reassess their recruitment strategies.
Several factors contribute to this decline:
- Demographic Shifts: The U.S. is experiencing a “demographic cliff,” with declining birth rates leading to fewer high school graduates.
- Economic Factors: Rising tuition costs and financial barriers deter many potential students.
- Policy Changes: Alterations in federal funding and educational policies have impacted the availability of resources for institutions.
The Untapped Potential of Military-Affiliated Students
Military-affiliated students, including veterans and their families, represent a resilient and dedicated demographic. By tailoring programs and support services to meet their unique needs, colleges can tap into this valuable pool, ensuring sustained enrollment and enriching campus diversity.
Key Characteristics of Military-Affiliated Students:
- Diverse Backgrounds: More than 50% of undergraduate military students identify as students of color, and 32% are first-generation college students.UPCEA
- Academic Success: Student veterans have a 72% success rate in higher education and average GPAs 0.40 higher than their civilian peers. (SVA)
- Non-Traditional Students: Only 15% of student veterans are the traditional age of college students. Most are between 24–40 years old, with 47% having children and 47.3% being married. (VA)
Strategies to Attract and Retain Military-Affiliated Students
- Flexible Course Formats: Offer online, hybrid, and evening class options to accommodate the unpredictability of military life.
- Dedicated Military Support Staff: Establish military affairs offices with experienced personnel to assist military students in navigating admissions, benefits, and academic needs.
- Supportive Campus Culture: Foster an environment that welcomes and supports military-affiliated students through veteran-specific orientations, academic support, and active student veteran organizations.
- Recognition of Military Training: Implement policies that recognize military training for academic credit, facilitating a smoother transition to academic life.
- Financial Incentives: Provide exclusive benefits, scholarships, or tuition discounts to military personnel, showcasing the institution’s commitment to supporting their educational goals.
- On-Base Outreach: Conduct workshops on navigating the application process, financial aid, and career development opportunities directly on military bases.
- Utilize Social Media: Share success stories of military students, faculty, and staff to foster a sense of belonging and inspire prospective students.
The Role of Military Friendly® Solutions
Military Friendly® offers specialized services to help institutions recruit and support military-affiliated students:
- Military Friendly® Schools Designation: Recognizes institutions that meet or exceed standards in areas like academic policies, admissions, culture for military students, and much more.
- Resources and Training: Provides tools and training for institutions to better understand and support the unique needs of military students.
Conclusion: College Enrollment Crisis
The decline in college enrollment presents significant challenges for higher education institutions. However, by recognizing and tapping into the potential of military-affiliated students, colleges can not only stabilize enrollment numbers but also enrich their academic communities. Implementing military-friendly policies and support systems is not just a strategic move—it’s a commitment to diversity, resilience, and excellence.
Interested in learning more about how Military Friendly® can support your institution?
Connect with one of our Military Marketing Experts to discuss your enrollment goals and how you can better reach the military community to meet and exceed them! Explore Military Friendly® School Membership.
