The landscape of higher education in the United States currently comprises 5918 institutions serving approximately 18.1 million students. Among them, 1833 are small institutions with full-time equivalent enrollments of 3000 or less. In this article, the authors examine financial and enrollment challenges facing small institutions and the potential…

Smaller colleges and universities feel an increasing urgency to respond to an enrollment cliff, a decline in student matriculation created by demographic changes and the convenience and efficacy of online teaching modalities. This research study investigated the impact of digital maturity on enrollment in small colleges with registration of less…

This case study focuses on out-of-state undergraduate student recruitment at a small, private liberal arts institution in the southeastern United States. Wolpert's place utility theory, from the field of urban planning, was used as a framework for the study to help explain some of the reasons why a student may choose to attend a private university…

Small private colleges and universities have seen a decline in their enrollment for the past thirty years. Many have closed their doors, and others are merging or taking financial risks that could prove detrimental to their survival. However, there are a few who have been able to increase their enrollment despite the demographic and economic…

Regional, private colleges that are heavily reliant on revenue from traditional, undergraduate students are facing mounting challenges in fulfilling their enrollment targets in an increasingly competitive educational landscape (Lederman, 2019). This scenario has placed a significant strain on the marketing function of these institutions, requiring…

The recruiting component is a critical piece to the success of collegiate athletic programs. Small colleges that rely on athletic programs as a branch of enrollment management find coaches and athletic directors continuously searching for the most talented student-athletes to increase the chances of winning games. Along with talent, coaches must…

The popular image of college football is that of National Collegiate Athletic Association (NCAA) Division I programs whose nationally known student athletes participate in televised bowl games before being drafted by the National Football League (sometimes entering the draft before finishing college). The salaries of Division I team coaches can…

When Vicky Wood came to Washington State Community College as president in 2017, the college was investing limited resources in efforts to improve student success. Dr. Wood brought on a new leadership team, which has engaged faculty and staff throughout the college in making substantial changes to organizational practice and culture with the goal…

The future looks very bleak for many small and medium-sized colleges and universities in the U.S. Amid all the gloom and doom, though, there is one strategic opportunity for small to medium-sized universities: incorporating carefully designed international student recruitment into the overall recruitment plan for the next five to seven years.

This phenomenological study highlighted the perceptions of college faculty toward the increasing number of student-athletes on their college campuses. The purpose of this study was to gain insights into the beliefs, attitudes, and perceptions of college faculty toward the athletic driven enrollment strategy at small liberal arts colleges. The…

Historically, empirical research exploring the roles, responsibilities, and challenges of department chairs has been limited and narrow in scope. In addition, these studies have not kept pace with the rapidly changing nature of higher education. The current study consists of data collected from a survey of current and former chairs at a small,…

The recruitment and retention of international students in academic institutions in the United States has become more complicated and more competitive than ever before given the current political climate and governmental policies. This article discusses some of the specific challenges international students face and what a small- to medium-sized…

Two years ago, Community College Research Center (CCRC) published a guide to help college leaders understand the costs involved in implementing guided pathways reforms. The guide was based on research at six community colleges, but only one of these was a smaller college. Small colleges lack economies of scale that can generate revenue to support…

The importance of change to any organization is essential to growth, and it is the responsibility of leadership to explain both why change is required and how the change will take place to the organizational culture. Leaders should always be available and should seek out those essential methods of communication with the culture around them in…

Small private, liberal arts colleges in the Midwest are under intense pressure to increase enrollments as competition for students intensifies. Consequently, these institutions have begun to adjust their enrollment management strategies to remain competitive. On average, these schools are discounting freshman tuition by 50 percent, enticing…