About 3.8 million new high school graduates are expected to enroll in higher education next fall. The number of former students with some college credits but no credential is, at nearly 38 million working-age American adults, 10 times larger. If institutions could re-engage just 1 percent of the some college, no credential (SCNC) learners, they would net nearly 400,000 additional enrollments.
Stopped-out learners represent an enormous market—and colleges should be competing for them. But these former students and other adult learners require much different approaches from a postsecondary institution than do 18-year-olds straight out of high school. Here are three simple actions institutions can take to connect with adult learners and put them on a more direct path to enroll.
Start With Your Own Stopped-Out Students
The fiercely competitive market for adult students is dominated by national online universities that pump millions of dollars each year into sophisticated marketing campaigns. That makes it difficult for traditional colleges to make inroads with adult learners. But traditional institutions have a leg up on one subset of adult learners: their own former students.
These students know their institutions. They might remember some classmates, professors or classes they took. And they probably still live nearby—if not in the same community, then in the same state.
Institutions unsure about enrolling these students should look at the examples set by other nearby and national colleges that are successfully re-enrolling their own stop-outs. More likely than not, they’re emphasizing what they can do specifically for adult learners and offering a rapid and simplified admissions process. Successful institutions also apply credit for prior learning before a learner re-enrolls and can tell incoming students exactly how long a program will take and how much it costs. Institutions that can convince their former students to re-enroll can increase the odds of attracting other adults with no connection to the institution.
Make It Easier for Former Students to Enroll
Colleges should configure the re-enrollment process to address the particular situations of stopped-out students. That means colleges should map the start-to-finish re-enrollment process for stopped-out students just like they have for their first-time, first-year students, and then streamline it to meet the needs of returning adult learners. One key place to begin is identifying the academic, financial or procedural barriers that prevent adult learners from re-enrolling and then communicating options for remediation.
Before students begin classes, institutions should be ready to illustrate the most direct pathway for students to complete a credential, one that accommodates the complicated lives of time-crunched adult learners and leads to a postgraduation job in a high-demand, high-paying field. Institutions should clarify pathways and credit requirements for learners looking to change from their original major.
Institutions should also consider devoting a section of their website to their own stopped-out students. That webpage should contain detailed re-enrollment information tailored to the specific needs and support services that can assist with the transition back to college.
Assist Them Financially
Here’s a quiz for institutions: How does your tuition discount rate for re-enrolling students compare to that for first-time students? Chances are, it’s extremely low relative to other enrollment segments.
Unlike first-time, first-year students, adult learners are financially independent and must squeeze college expenses into already tight household budgets. Even a small increase in the discount rate for returning learners can increase the likelihood that they’ll re-enroll. Even better, calling it an “academic scholarship” confers prestige on the recipient and can give a stopped-out student the boost they need to come back strong.
If stopped-out students have outstanding balances from their previous enrollment, consider reducing or waiving those unpaid fees to eliminate one more barrier to re-enrollment. For institutions that spend millions of dollars annually to recruit and retain traditional-age students, small-dollar investments in adult learners can pay big enrollment dividends.
Adult learners and stopped-out students are no longer a niche population in the higher education ecosystem, and the data suggests that they’re a worthwhile investment for institutions concerned about evolving demographics, enrollment cliffs and their precarious bottom lines. If institutions can reconnect with their own stopped-out students, make it easier for them to enroll and provide some financial assistance, they can begin to bring back more of these learners and stand a little taller in the crowded higher education marketplace.
Scott Lomas is the chief strategy officer for ReUp Education.
