Breaking the Curve: Colleges Celebrate Record Student Numbers Despite National Decreases in Higher Education Enrollment
In a year defined by disruption, it’s no surprise that the National Student Clearinghouse Research Center reported that, as of September 10, 2020, undergraduate enrollment has dropped by 2.5% compared to 2019. But some institutions have not only maintained consistent enrollment with years past— they’ve surpassed it, setting school records for incoming students and overall enrollment. This article profiles some clients of 5° Branding that have seen an enrollment surge this Fall.
Houston Baptist University in Houston, Tex., for example, announced its highest total enrollment for the eighth year in a row. Despite the COVID-19 pandemic, Houston Baptist University’s increase in enrollment isn’t merely the result of a spike in online students, though HBU’s Pampell Online division experienced its highest ever enrollment for the fourth consecutive year. Students are making their way to campus in person, so many, in fact, that HBU is celebrating its highest residential graduate enrollment, just like it did last year.
One difference from last year, however, was HBU’s decision to waive the standardized test score requirement for current applicants—a waiver they have now extended for Summer and Fall 2021 applicants, as well. While prospective students who have taken, or intend to take, the ACT or SAT exams may submit their scores, students who opt out of including standardized test scores in their applications will not be penalized. In addition to having their applications reviewed for acceptance, these prospective students can still be considered for scholarships as well.
Kentucky Wesleyan College in Owensboro, Ky., implemented a similar waiver. “Our admissions process aims to gather information on several different areas of importance: academic success, involvement in school groups and in the community, and interest in the Kentucky Wesleyan College,” said Matthew Ruark, vice president of admissions and financial aid, in an announcement on Kentucky Wesleyan College’s website. “A standardized test score is an additional piece of information to consider, but certainly not the most important.”
Like HBU, Kentucky Wesleyan saw record-breaking growth this year. Enrollment in their online program nearly doubled, and the campus buzzes with full residence halls. Named one of the “Best Regional Colleges in the South” in the 2021 U.S. News and World Report rankings, it seems that even a global pandemic wasn’t cause for KWU to break momentum. The school has seen an increase in enrollment every year for the past six years, and has been recognized for its excellence in social mobility. According to U.S. News & World Report, social mobility measures the success of colleges in enrolling and graduating students who receive Pell Grants.
Paul Orscheln, Vice President and Dean of Enrollment Services at Westminster College in Fulton, Mo., told 5° Branding that Westminster College saw an uptick in Pell-eligible incoming students this year. They also had an influx in athletes, and attracted students from large cities due to their “relatively safe community in the midst of a COVID-19 environment.”
Westminster College boasted a 25% increase in freshman enrollment for the fall academic semester—the largest freshman class they’ve had in four years. Even in the face of COVID, Orscheln wasn’t surprised by the growth in enrollment, and says many others at Westminster weren’t either. The college has prioritized enrollment strategy and investment over the past year, and they’re pleased—but not shocked—to see their efforts bearing fruit in the lives of incoming students. Those efforts included a direct mail campaign that had parents in mind, a team of high-energy admissions counselors who cover dedicated territories, and, like Houston Baptist University and Kentucky Wesleyan College, temporarily waiving the standardized testing requirement.
“It’s still all about the people,” Orscheln said. “Having a staff who is willing to roll their sleeves up, change directions and get the job done in the face of uncontrollable and unprecedented circumstances is what makes you successful.”
Charles A. Fowler, President of Carson-Newman University in Jefferson City, Tenn., also credited his school’s diligent, dedicated team of staff and faculty in a post announcing Carson-Newman University’s record enrollment this year.
“Obviously these enrollment gains are the result of the dedicated work of our undergraduate and graduate enrollment teams,” Fowler said. “We are so grateful for them.”
Just last year, Carson-Newman University broke it’s highest enrollment record, and now it’s done so again. In addition to, or perhaps because of, the employee team Fowler referenced, Carson-Newman can also attribute its growth to a 115% increase in its Master of Science in Nursing Family Practitioner program, and record graduate program enrollment in general. Additionally, according to U.S. News & World Report, Carson-Newman ranks in the top 17% of colleges when it comes to social mobility.
The School of Nursing at Campbellsville University in Campbellsville, Ky., similarly received recognition from Abound and Colleges of Distinction, and ranked in the top 100 best regional universities in the south according to U.S. News & World Report. Campbellsville announced that their online enrollment climbed the highest it ever has— surpassing 1500 students.
“Campbellsville University has been committed to offering high-quality, academically-rigorous, online education for nearly 20 years,” said Shane Garrison, vice president for enrollment services and professor of educational ministries in an article for the university. “Reaching 1,500 fully-online students is a testament to that commitment.”
In addition to their online enrollment growth, Campbellsville celebrated a record-breaking incoming freshman class in fall of 2020. Enjoying a 4% year-over-year increase, Campbellsville University welcomed new students to its main campus, to regional sites and centers, and online.
“This is an exciting number, especially in the midst of a pandemic,” said Michael V. Carter, president of Campbellsville University. “It demonstrates the importance of the university mission, no matter by what means that the students are gaining their Campbellsville University education.”
Georgetown College in Georgetown, Ky., also welcomed its largest incoming freshman class this school year. Like Houston Baptist University, Kentucky Wesleyan, and Westminster College, Georgetown College moved to test-optional, meaning students do not have to report SAT or ACT scores in their applications. They also ranked in the top 40% of colleges for social mobility according to U.S. News & World Report.
According to the college, this year’s freshman class is one of the most diverse and academically qualified groups of incoming students the college has welcomed in the past decade.
“It is a thrill to welcome this record-breaking incoming class to Georgetown College!” President Will Jones shared in a news article for the college. “They are beginning their journey of a championship-level education of the mind and heart that will be transformational for them.”
Whether through in person programs or online, these record-breaking colleges have found ways to connect with prospective students and their families during a hectic year. Their success seems to have come not from emphasizing growth for growth’s sake, but through a focused effort to understand the needs of college hopefuls and find ways to meet them.
One way to look at the changes in processes called for during the COVID-19 pandemic? Desperate times call for desperate measures. But another—perhaps even the more true—story may say something more like this—hope-starved times call for hopeful measures.
Whether relieving students of the burden of testing, maintaining regular contact with high school seniors in the decision-making process, or connecting with parents in ways that resonate with them, these schools have prioritized excellent educational experiences within the context of relational connections. They’ve helped students imagine a successful academic future in an era when much seems blurry, disappointing, and unexpected. And they’ve done it with joy and confidence—the kind that radiates throughout their marketing materials, their coursework, and their approach to student life.
This year may not be the easiest for anyone—for students as they wear masks and maintain distance from classmates, for parents as they see their children less often due to travel restrictions, for professors and administrators trying to navigate what can often feel like an alternate reality. But progress and personal connection are possible even now, and these colleges have the students to prove it.
