The traditional higher education model is facing an existential threat. For years, the industry has relied on a predictable pipeline of high school graduates. But demographics are shifting. In this new reality, what if your school’s future isn’t defined by who you’ve always attracted, but by who you haven’t? What if a new kind of student is the answer to your enrollment challenges? What does the term “non-traditional students” really mean, and why do people seemingly resist it?
At Military Friendly®, we believe that “Service Redefined” in higher education means challenging the old playbook and embracing a new one. With military-connected students as a prime example, this blog post explores why non-traditional students aren’t just a solution to a problem, they are the future of your campus.
The Power of Purpose: A New Campus Dynamic
For many university leaders, the non-traditional student can seem like a demographic to be accommodated, not a force to be leveraged. They have lives, jobs, and families, which can make their path to a degree seem complex. This perspective, however, misses the fundamental truth: these are the students who are most likely to succeed.
Resolves the “students lack focus” objection: Non-traditional students, especially those from the military community, arrive on campus with a clear sense of purpose. They are here for a reason. Their maturity and mission-first mindset are an invaluable asset in the classroom, elevating the academic discourse and setting a higher standard for their peers.
Resolves the “campus culture is difficult to change” objection: These students bring with them a wealth of real-world experience. They have a deep understanding of teamwork and accountability, which they naturally share. This creates a powerful ripple effect that can move the needle of your campus culture in a positive and meaningful way.
The Enrollment Lifeline: Fueling Your Campus’s Future
In an era where traditional enrollment is declining, the non-traditional student is a dependable and revenue-positive solution. They are not tied to local demographics and are a consistent source of new applications and enrollment. This is especially true for the military-connected student body.
Resolves the “enrollment is unpredictable” objection: Military-affiliated students are a renewable talent source whose enrollment is not tied to local demographics. With every Permanent Change of Station (PCS), a new pool of potential students arrives, ready to continue their education.
Resolves the “financial risk” objection: Many military-connected students and their families have access to tremendous tuition benefits, such as the Post-9/11 GI Bill® and the My Career Advancement Account Scholarship (MyCAA). These students often arrive with their own funding, providing a stable and reliable stream of enrollment for your school.
Building a Legacy of Innovation and Distinction
By actively recruiting and supporting non-traditional students, you’re not just filling classrooms; you’re building a legacy of distinction. You’re positioning your institution as a leader that is adaptable, inclusive, and committed to a diverse, resilient student body.
This commitment to a higher standard pays dividends long after graduation. The loyalty and post-graduation success of your military alumni will become a powerful testament to the value of your education and will enhance your reputation for years to come.
Ready to redefine your campus and attract the new student body that is the future of education? Explore Military Friendly® membership.
