Key points:
- Addressing summer melt strengthens an institution’s financial stability, diversity, and community
- How admissions will change in 2024
- Getting ghosted? Three ways to reduce melt among international students
- For more news on summer melt, visit eCN’s Campus Leadership hub
Now that the school year is in full swing, are you noticing more students who accepted offers last spring never showed up on campus? This phenomenon, known as summer melt, often becomes painfully clear as the new academic year begins. The implications–ranging from lower enrollment numbers to strained resources–are not just theoretical; they’re real challenges that institutions must grapple with every fall.
Nationwide, 10-40 percent of students who appear committed to attending college, especially those from low-income families, do not enroll in the fall after graduation. As these impacts start to sink in, it’s crucial to look ahead and prepare for the next enrollment cycle. Addressing summer melt requires strategic, proactive measures that start long before students arrive on campus. By understanding the causes of summer melt and implementing effective strategies now, higher education institutions can mitigate its effects and ensure a more stable and successful start to the next academic year.
The realities of summer melt
Summer melt occurs when students who have been accepted into a college or university fail to complete the enrollment process. While many of these students fully intend to enroll, various barriers–from financial and logistical challenges–can prevent them from following through. The start of the academic year often highlights these gaps, revealing the true extent of the issue.
The consequences of summer melt are significant and far-reaching. Institutions that don’t take action now to address this issue may face a range of challenges:
- Decreased enrollment
When accepted students don’t enroll, it directly affects your institution’s enrollment numbers. This reduction can lead to fewer students on campus, underutilized resources, and potential cuts to programs that rely on student participation to thrive. - Financial implications
A drop in enrollment not only means a reduction in tuition revenue but can also have long-term financial consequences. Many institutions rely on state subsidies tied to enrollment figures, meaning a shortfall this year could lead to decreased funding in future academic years. This creates a ripple effect, as lower subsidies and tuition revenue can strain budgets, forcing difficult decisions about resource allocation that may impact everything from faculty hiring to student services. - Resource planning disruptions
Summer melt disrupts the careful planning that goes into preparing for the academic year. When students fail to show up, institutions may find themselves with too many or too few resources–whether it’s housing, class availability, or faculty-to-student ratios. - Impact on diversity and inclusivity
Summer melt disproportionately affects students from underrepresented backgrounds, including first-generation college students and those from low-income families. This can reduce the diversity of your student body, which is essential for creating a rich and inclusive educational environment.
Preparing for the next enrollment cycle
By taking proactive steps now, institutions can reduce the likelihood of summer melt and ensure a smoother transition for incoming students.
- Evaluate and refine communication strategies
Communication is key to preventing summer melt. Start by evaluating the effectiveness of your current communication strategies. Are you providing students with the information they need in a timely and accessible manner? Consider implementing a more personalized approach, using targeted messaging to keep students engaged throughout the summer. - Develop comprehensive summer checklists
A clear, comprehensive checklist of tasks can help students navigate the complex enrollment process. Ensure that this checklist is easy to understand and includes specific deadlines to help students stay on track. Providing links to resources and contact information for support can further streamline the process. - Implement or strengthen mentorship programs
Mentorship programs can play a critical role in helping students stay engaged in and focused on their academic careers. Pair incoming students with current students who can offer guidance, share experiences, and provide the support needed to overcome any hurdles that arise during the summer. - Use data to identify at-risk students early
Leveraging technology to track student engagement can help identify those who are at risk of summer melt. Monitor factors such as incomplete tasks, lack of communication, or missed deadlines, and intervene early to offer the support needed to keep these students on track. - Make orientation more accessible
Freshman orientation is a key step in the enrollment process, but not all students can attend in person. Offering multiple dates or virtual options can make orientation more accessible, increasing the likelihood that students participate and remain committed to enrolling. - Provide ongoing financial guidance
Financial barriers are a significant cause of summer melt. Offering ongoing financial counseling throughout the summer can help students navigate the complexities of financial aid, budgeting, and payment plans. This support can make a critical difference in whether or not a student chooses to enroll.
Looking ahead
While summer melt is a challenge that many institutions face, it’s not insurmountable. By taking a proactive approach now, you can mitigate the effects of summer melt in the next enrollment cycle. The key is to start planning early, focusing on communication, support, and accessibility to ensure that students who are accepted into your institution make it to campus in the fall.
Addressing summer melt not only benefits your students by helping them achieve their educational goals but also strengthens your institution’s financial stability, diversity, and overall community. As the current academic year progresses, let’s take the lessons learned from this year’s summer melt and use them to build a stronger, more resilient foundation for the future.
Alex Leader serves as Watermark’s Chief Customer Officer. Prior to Watermark, Alex was the Founder and CEO of Aviso Retention, a leading higher education student success solution. To learn more about Watermark, visit www.watermarkinsights.com.
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