Insights on Supporting Students Through Changing Enrollment Landscapes

Raising retention and attendance rates, as well as supporting an increasingly diverse undergraduate student body, has never been more critical. The traditional college pipeline is expected to shrink through 2041. That trend, combined with softening college-going rates and growing skepticism about the value of higher education, is reshaping how colleges recruit, retain, and serve students.

As a public community college in Southwest Idaho with our primary campus locations in Boise and Nampa, College of Western Idaho (CWI) has taken a proactive approach to these challenges, and the results speak for themselves. Over the past three years, our enrollment has increased by an average of 5% per year. Behind those numbers is a focus on strengthening the student journey, improving retention, and keeping students engaged every step of the way, from the first inquiry to graduation.

Here’s what we’ve learned and what other small and regional colleges might consider as they navigate this shifting enrollment landscape.

Rethink the Funnel—And Expand It

With fewer students graduating from high school and even fewer going straight to college, the traditional recruitment funnel just isn’t enough. At CWI, we’ve intentionally broadened our approach, reaching out to adult learners, first-generation students, and those with some college credit but no degree. These are the students who will shape our future.

We meet them where they are with flexible pathways like dual-credit courses, short-term credentials, and fully online options. By creating these opportunities, we’re helping students see themselves in college who may not have considered it a fit before.

Align Technology to Power a Personalized Experience

Expanding access and supporting student success isn’t just about programs; it’s about infrastructure. We’ve built a student-centered digital ecosystem that makes it easier for students to succeed. By partnering with Collegis Education, we developed a data-integrated enrollment and retention strategy that delivers the right message to the right student at the right time.

From predictive analytics that identify students at risk to automated outreach workflows, to CRM and LMS integration that provides staff with real-time insights, technology has enabled us to transition from reacting to student challenges to anticipating them. By leveraging Connected Core®, the only native cloud platform for higher education, we unified siloed systems and data, which provides clearer, actionable insights. Furthermore, this personalized approach allows our students to feel seen, supported, and motivated to persist, and our faculty and staff feel empowered to make decisions that genuinely enhance the student experience.

Keep the Focus on Belonging

Affordability and return on investment are also top of mind for today’s students, but the experience they have while enrolled matters even more. Data tells us where barriers exist, but people and culture create a sense of belonging.

Pairing analytics with high-touch advising, learner-specific onboarding, and clear, compassionate communication is key. When students feel connected to peers, instructors, and the institution, they are far more likely to stay, succeed, and reach their goals.

For example, I recall a student who was on the verge of leaving because life had become too overwhelming. By connecting this student with the right support at the right time, they were able to re-engage, complete their courses, and start the next chapter of their career. Moments like that remind me why our approach is mission-critical.

The Path Forward

The demographic “cliff” is real, but it’s also an opportunity. Colleges that invest in smarter systems, inclusive outreach, and student-first strategies can not only survive but thrive.

Pairing the right technology with a culture of belonging, you can anticipate student needs, remove barriers, and ultimately grow enrollment, even in a challenging climate. Our enrollment momentum gives us confidence heading into 2025–26 and beyond, and it shows what’s possible for institutions of all sizes.

If you’re a leader at a small, private, or community college, now is the time to act. Audit your student journey, explore strategic partnerships, and invest in tools that help your teams work smarter, not harder, to build thriving, resilient institutions that serve the next generation of learners.