Colleges Enlist Faculty in Effort to Retain Prospective Students

Colleges are increasingly asking faculty members to participate in the recruitment of new students, a shift designed to convert visits into enrollments. Institutions are moving beyond traditional admissions offices to create more personal interactions with prospective applicants. This strategy aims to address a growing gap between acceptance rates and actual enrollment numbers. The approach reflects a broader effort to make the admissions process feel less exclusive and more inviting.

The change is driven by demographic shifts and financial pressures. The supply of traditional-age freshmen is projected to decline by 13 percent over the next 15 years, according to the Western Interstate Commission for Higher Education. The proportion of high school graduates choosing to attend college dropped from 70 percent in 2016 to 63 percent in 2024, per Bureau of Labor Statistics data. Federal data indicates that yield has fallen from 32 percent in 2014 to 22 percent in 2024 at public institutions. At private, nonprofit colleges, the figure dropped from 24 percent to 18 percent over the same period.

At Skidmore College in Saratoga Springs, New York, more than three-quarters of admitted students who visited the campus outside of scheduled open houses requested to sit in on a class or meet with a faculty member. The college recorded 300 such personal visits last year. Jess Ricker, the vice president for enrollment, stated that these meetings help prospective students feel valued and seen. She noted that this experience distinguishes the institution from other schools on applicants' lists. The college's acceptance rate has decreased from 37 percent a decade ago to 24 percent today, while its yield remains above the average at 24 percent.

Other institutions are adopting similar tactics. At Ohio Northern University, at least one faculty member now meets with every visiting applicant. Washington College in Maryland designates Fridays during the admissions season for faculty to sit down with prospective students. Johnnie Johnson, the vice president for enrollment management at Washington College, explained that some faculty initially resisted the change. He countered by linking student enrollment to programmatic funding and faculty raises. Johnson noted that faculty are aware of closures and program cuts at other schools and prefer to avoid being next.

Admissions leaders report that two-thirds had trouble meeting enrollment targets in at least one of the last two years, according to a survey by Niche. Ninety-seven percent expect competition to increase. Marc Conner, president of Skidmore, said the institution is not struggling to fill seats but depends on students choosing to enroll after visiting. He encouraged all staff, from dining hall workers to groundskeepers, to be welcoming. He stated that the community's unity determines whether a school rises or falls.

The national acceptance rate has risen. Nearly 8 in 10 first-year applicants to public colleges are accepted, and 7 in 10 applicants to private colleges are accepted, according to the National Association for College Admission Counseling. These figures are up from 68 percent and 65 percent, respectively, about 10 years ago. Only 33 colleges and universities in the country admit 10 percent or fewer of their undergraduate applicants. Angel Perez, CEO of NACAC, said the public often misunderstands the ease of admission, influenced by the low acceptance rates at elite institutions like Harvard and Stanford.

Students are applying to more schools than previous generations. Common App users now apply to an average of more than seven schools apiece. This trend makes it harder for enrollment managers to predict how many admitted students will actually enroll. Colleges must admit approximately five times as many students as they need to fill their classes. This requires persuasive outreach to ensure applicants follow through with deposits.

Becca Johnson, chair of the Psychology Department at Skidmore, frequently meets with applicants. She reported that families find these interactions meaningful because they come from someone outside the admissions office. One mother told her that the student had been accepted to many schools, but the faculty contact was the first from outside the administrative office. The college has not yet released data on whether these specific visitors apply or enroll, but officials view the personal connection as a key differentiator.