The Student Engagement Crisis: Why Universities are losing the Enrolment Battle
The numbers don’t lie—university enrollment is in decline. Between 2010 and 2021, colleges and universities collectively experienced a 15% drop in enrollment across the U.S., and similar trends are appearing globally NPR. Furthermore, the future applicant pool is shrinking, with women today having an average of 2.3 children compared to 4.7 in the 1950s Vital Statistics Report. At the same time, the perceived value of a traditional degree is shifting, with self-learning and alternative career paths becoming more accessible.
Despite these challenges, some universities are bucking the trend—reporting strong enrollment numbers and high graduate retention rates. What sets them apart?
A recent report by Full Fabric outlines eight reasons why some universities succeed in attracting and enrolling the right students while others struggle. Here, we focus on the three most impactful challenges that are preventing institutions from turning applicants into engaged, committed students.
1. Not Truly Understanding Who Your Students Are
Many universities operate on outdated assumptions about their students. They build marketing strategies around broad demographics rather than real student aspirations, concerns, and motivations. The result? Students don’t feel like the university truly "gets" them—and they enroll elsewhere.
What you can do differently:
They gather deep insights from conversations with current students, alumni, and applicants. They leverage real data to create detailed student personas that inform messaging, recruitment efforts, and engagement strategies. When students see themselves reflected in a university’s communication, they feel a stronger sense of belonging.
2. Sending Messages That Don’t Resonate
Generic emails. Brochures filled with empty slogans. Marketing that talks at students instead of to them. Students are bombarded with promotional materials, and if a university’s messaging doesn’t feel personal or relevant, it’s ignored.
What successful universities do differently:
They craft messages that speak directly to student experiences, dreams, and challenges. They use storytelling, student testimonials, and interactive content to make outreach feel engaging rather than transactional. Instead of trying to "sell" the institution, they create authentic conversations that make students feel valued. Crucially, these universities show students how their institution will allow them to flourish, socially and academically during their studies, but also post-graduation in how their chosen course of study will open employability doors and where these opportunities lie.
3. Late or Superficial Engagement
By the time some universities reach out, it's too late. Others initiate contact but fail to sustain meaningful engagement. Without follow-up and genuine connection, students lose interest or choose a competitor that made them feel wanted.
What successful universities do differently:
They start engaging early and consistently. They offer virtual open days, interactive Q&A sessions, peer-to-peer communities and personalized follow-ups that reinforce their interest in each student. Their engagement isn’t just about recruitment—it extends into the student experience, ensuring retention and long-term success. Universities should think of the goal of pre-enrollment engagement as guiding students with the right info while building trust and a sense of belonging rather than just selling the university.
What This Means for Universities Today
The enrollment battle isn’t just about attracting students—it’s about building meaningful, ongoing engagement. As alternative education options expand and demographics shift, universities that fail to adapt will struggle to survive. The key question is: Are your recruitment and engagement strategies truly working, or are you pouring resources into outdated methods?
It’s time to rethink how we connect with students—not just to get them in the door, but to create an experience where they feel they truly belong.