The Shifting Landscape of Student Retention

 Student retention is a key focus in higher education today. We have seen national retention rates rise, reaching 76.5% in 2024. This is the highest in a decade. But we still have work to do. Almost one in four students do not make it past their first year. This creates a big challenge for our colleges and universities.

Keeping students engaged and successful is very important. It helps students achieve their goals and dreams. It also builds stronger, healthier institutions. Offering flexible programs, such as online EdD degrees, can play a role in retention by providing advanced learners with accessible options that fit their schedules and life commitments. So, how can we make sure more students stay enrolled and graduate?

This guide will explore proven student retention solutions. We will look at the main reasons students leave. We will also cover how to find students who may be at risk. We will share the best academic, financial, and personal support strategies. And we will see how technology can make a real difference. Our goal is to help you create a lasting path to student success, including supporting learners pursuing online EdD degrees.

The landscape of higher education is constantly evolving, and with it, the challenges and opportunities for student retention. While the national retention rate has rebounded to the highest levels in a decade, reaching 76.5% nationally in 2024, we cannot overlook the fact that nearly one in four students still don’t make it past their first year. This first-year attrition represents a significant challenge and opportunity for institutions to improve their support systems.

Understanding why students leave higher education institutions is the first step toward developing effective retention strategies. The reasons are multifaceted and often interconnected, extending beyond simple academic struggles, especially for learners enrolled in demanding programs like online EdD degrees.

Primary Reasons Students Leave Higher Education Institutions:

1. Academic Challenges: While often cited, academic difficulty is frequently a symptom of deeper issues. Students may struggle with coursework due to inadequate preparation, poor study habits, or a mismatch between their expectations and the rigor of higher education. Lack of clear academic pathways or difficulty understanding degree requirements can also lead to frustration and disengagement.
2. Financial Pressure: This remains a leading cause of student departure. 30% of dropouts cite financial difficulties as their primary reason for leaving. Rising tuition costs, unexpected expenses, and the need to work to support themselves or their families can create immense stress, forcing students to choose between their education and financial stability.
3. Social Isolation and Lack of Belonging: Many students, especially first-generation or those from underrepresented backgrounds, struggle to find their place within the campus community. A lack of social integration can lead to feelings of loneliness, isolation, and a diminished sense of belonging, making them more likely to withdraw. Students who attend at least 10 campus events per semester are 13 percentage points more likely to persist to the next semester, highlighting the importance of social connection.
4. Mental Health and Well-being Issues: The mental health crisis among students is a growing concern. Academic stress, anxiety, depression, and other mental health challenges can significantly impact a student’s ability to focus, engage, and persist in their studies.
5. Mismatch of Expectations: Students may arrive with unrealistic expectations about college life, academic demands, or career outcomes. When reality doesn’t align with these expectations, disillusionment can set in, leading to disengagement.
6. Logistical and Personal Issues: Unforeseen life events such as family emergencies, health problems, childcare responsibilities, or transportation issues can disrupt a student’s academic journey, particularly for non-traditional students.
7. Lack of Engagement: Boredom and a lack of engagement are common reasons for students to disengage, stop attending class, or even drop out. If students don’t feel connected to their learning or the wider campus experience, their motivation wanes.

Addressing these complex factors requires a holistic and proactive approach, moving beyond reactive measures to create an environment where every student can thrive.

Proactive Identification: Using Data to Understand and Support Students

In today’s data-rich environment, institutions have an unprecedented opportunity to move from reactive to proactive in supporting student retention. The ability to identify students at risk of dropping out before they disengage is a game-changer. This involves leveraging early warning systems and predictive analytics to gain actionable insights.

Leveraging Technology for Early Alerts

Modern student retention strategies begin with robust early warning systems. These systems analyze multiple data points to identify students who may be struggling academically, financially, or personally. Instead of relying solely on midterm grades, which are often too late for effective intervention, institutions can track a range of indicators:

• Academic Performance: Beyond grades, this includes assignment submission patterns, participation in online discussions, and changes in GPA.
• Attendance and Engagement: Login frequency and duration in your Learning Management System (LMS), class attendance (both in-person and virtual), and participation in campus events are crucial behavioral triggers. Students who attend campus co-curricular events are 53.7% more likely to persist to the next academic year.
• Financial Risk Indicators: Changes in financial aid status or payment patterns can signal impending financial difficulties.
• Social-Emotional Learning Metrics: While harder to quantify, surveys and direct feedback can provide insights into a student’s sense of belonging and well-being.

Technology plays a vital role here. AI and machine learning models, such as logistic regression and neural networks, can analyze these diverse data points to create predictive risk scores. Platforms like SEAtS Software help institutions identify at-risk students, alert staff, and automate interventions.

The intervention protocols should follow a tiered approach, becoming more intensive at each stage:

1. Initial Automated Check-in: An email or message triggered by a specific alert.
2. Personal Outreach: From a course instructor or academic advisor.
3. Comprehensive Support Team Engagement: Involving counseling, financial aid, or other specialized services.

Case Study: Coppin State University’s Retention Success Coppin State University achieved remarkable retention improvements through comprehensive strategy implementation. The university increased first-year retention from 66% in 2017 to 74% in 2023 by combining early warning systems, improved academic support, and targeted outreach programs. This demonstrates the power of integrating technology with human-centered interventions.

The Role of Analytics in a Student-First Retention Solution

Sophisticated data analytics platforms are the backbone of a student-first retention solution. They provide a centralised dashboard that integrates data from various campus sourcesSIS, LMS, financial aid, student lifeto offer a 360-degree view of each student. This allows institutions to:

• Identify Trends: Pinpoint common challenges across student cohorts and design institution-wide initiatives.
• Measure Intervention Effectiveness: Track the impact of specific support programs on student persistence and graduation rates.
• Optimize Resource Allocation: Direct resources more effectively to the areas and students who need them most.

Case Study: Missouri State University’s Targeted Communication Missouri State University’s strategic text messaging intervention boosted fall-to-fall retention by one percentage point during the first year, effectively saving 32 students from stopping out. This targeted communication, informed by analytics, highlights how data can drive impactful, personalized outreach.

Leveraging data for proactive identification is about understanding our students better and providing timely, relevant support. This improves sustainable student retention by making support accessible and responsive to individual needs.

A Holistic Support Ecosystem: Academic, Financial, and Personal Well-being

Effective student retention goes beyond identifying at-risk students; it requires a comprehensive, wraparound support ecosystem that addresses academic, financial, and personal well-being. This holistic approach ensures that students feel supported throughout their educational journey.

Academic and Career Support Services

Strong academic support is foundational. This includes:

• Proactive Advising: Moving beyond reactive scheduling, proactive advising involves regular check-ins, personalized guidance, and assistance with course selection and degree planning.
• Peer Mentoring Programmes: Peer mentoring programmes where experienced students guide newcomers can significantly improve academic performance and social integration.
• Tutoring Services: 24/7 academic support platforms providing immediate assistance are essential. Research has demonstrated that peer tutoring leads to significant cognitive gains.
• Study Skills Workshops: These workshops cover evidence-based techniques from time management to exam preparation, often integrated directly into the university’s Learning Management System.
• Career Services Integration: Career development shouldn’t be a separate service—it needs to be woven into the fabric of our programs. This includes regular career workshops, industry guest speakers, and support for digital portfolio development to help students showcase their skills.
• Faculty-Student Mentorship: Encouraging faculty to serve as mentors can provide invaluable guidance and foster deeper academic engagement.

Financial Support and Literacy

Financial challenges remain a leading cause of student departure, with 30% of dropouts citing financial difficulties as their primary reason for leaving. A comprehensive financial support framework includes:

• Emergency Aid Funds: Rapidly accessible emergency funds can be the difference between a student dropping out or staying enrolled when unexpected costs hit. Micro-grant programmes for unexpected expenses are crucial.
• Financial Literacy Education: Providing money without teaching students how to manage it is like giving someone a car without driving lessons. Platforms like iGrad are changing how students learn about finance through gamified modules and personalized learning paths.
• Streamlined Aid Processes: Modern financial management platforms like CampusLogic are revolutionizing how institutions handle student finances, offering real-time tracking of applications and personalized aid packages.

Integrating Mental Health and Wellness

Mental health challenges among students have increased significantly, with more than 60% of students meeting criteria for at least one mental health problem. Robust support systems are more important than ever.

• 24/7 Telehealth Counseling: Having round-the-clock mental health support ensures students can get help whenever they need it. Modern platforms like TimelyCare offer comprehensive virtual health services.
• Peer Support Programs: Organizations like Active Minds provide frameworks for Peer Mental Health Ambassador Programs, where trained student leaders help break down stigma and connect peers with professional support.
• Digital Wellness Platforms: Preventive wellness initiatives, including digital tools like Headspace, offer science-backed meditation and mindfulness resources.

By integrating these academic, financial, and personal well-being supports, we build a robust safety net for our students, enhancing their overall success and persistence. These efforts are part of comprehensive Student Engagement Strategies that foster a thriving campus environment.

Implementing Flexible, Student-First Retention Solutions

The one-size-fits-all approach to education is outdated. Modern students need flexibility in how, when, and where they learn, and technology makes this possible through various tools and platforms. Increased flexibility leads to higher success rates, as institutions offering flexible learning pathways see significantly higher retention rates. This is especially critical for Diverse Students Retention.

The Power of Flexible Learning Environments

• Hybrid Learning: Modern hybrid learning combines the best of both worlds – face-to-face interaction when it matters most, and online flexibility when students need it. Studies show hybrid models increase completion rates by 25%.
• Mobile-First Platforms: Your students are digital natives and expect seamless, mobile-first experiences. Leading platforms like Canvas Student App have proven highly effective, offering features like mobile access for learning on the go and automated assessment capabilities.
• Digital Resource Accessibility: 24/7 digital resource accessibility is non-negotiable. Learning materials need to be available whenever students are ready to engage with them. Advanced Learning Management Systems (LMS) offer AI-driven content curation, adaptive learning pathways, and personalized learning experiences.
• Synchronous vs. Asynchronous Tools: The key is offering both synchronous (live sessions) and asynchronous (self-paced) learning tools. Modern platforms support Learning Tools Interoperability (LTI), enabling seamless integration of diverse educational applications.

Case Study: Western Governors University Western Governors University’s successful competency-based education model shows how institutions can effectively implement personalized pathways while maintaining high academic standards. Their approach proves that flexibility and quality can coexist in higher education.

A Personalized Student-First Retention Solution for Engagement

Personalized learning pathways guide students toward their academic objectives while accommodating their unique needs and constraints. The University of Arizona’s personalized learning initiative demonstrates the power of individualized approaches, leading to improved retention rates.

Beyond academics, fostering a strong sense of community and belonging is paramount. Co-curricular involvement is a powerful predictor of student persistence.

• Student Organizations and Events: These provide opportunities for students to connect with peers, develop leadership skills, and explore interests outside the classroom.
• Volunteer Service: First-year students who record at least one hour of community or volunteer service achieve a 94% retention rate for students with service involvement, which is 22 percentage points higher than students without service involvement.

High-Impact Practices for First-Year Students:

• First-Year Seminars
• Learning Communities
• Undergraduate Research
• Service-Learning and Community-Based Learning
• Internships and Experiential Learning
• Capstone Experiences

These practices, integrated into a flexible learning environment, create a truly student-first retention solution that empowers students to succeed on their own terms.

Measuring Success and Building a Culture of Retention

To truly improve student retention, institutions must systematically measure the effectiveness of their strategies and foster an institution-wide culture of commitment to student success. This requires clear metrics, continuous feedback, and broad involvement from faculty and staff.

Key Metrics for Tracking Retention Success

Measuring the effectiveness of student retention strategies involves tracking several key performance indicators (KPIs):

• Retention Rates: The percentage of students who return to the same institution for subsequent academic periods. The national retention rate for 2024 reached 69.5%, with persistence rates (students continuing at any institution) at 76.5%.
• Persistence Rates: The percentage of students who continue their education at any institution, reflecting overall student persistence in higher education.
• Graduation Rates: The ultimate measure of student success, indicating the percentage of students who complete their degree within a specified timeframe.
• Disaggregated Data: Analyzing retention, persistence, and graduation rates by various demographics (e.g., first-generation, Pell-eligible, underrepresented minorities) helps identify equity gaps and target interventions.
• Course-Level Success Rates: Tracking success rates in gateway courses can highlight academic bottlenecks that impact overall retention.
• Student Satisfaction Surveys: Regular surveys provide qualitative and quantitative feedback on student experiences, identifying areas for improvement.

A comprehensive analytics dashboard is essential for monitoring these metrics in real-time, allowing institutions to make data-informed adjustments and calculate the ROI of their retention initiatives.

Fostering an Institution-Wide Commitment

Student retention is not solely the responsibility of one department; it requires a collective commitment from across the institution.

• Retention Committee: Establishing a dedicated retention committee with representatives from academic affairs, student affairs, financial aid, and institutional research ensures coordinated efforts and shared accountability.
• Faculty and Staff Training: Faculty and staff are on the front lines of student interaction. Providing training on identifying at-risk behaviors, referring students to appropriate support services, and fostering inclusive classroom environments is crucial. Organizations like NACADA offer specific certifications focused on student retention and success.
• Cross-Departmental Collaboration: Breaking down silos between departments is vital. Regular communication and collaborative program development ensure a seamless support experience for students.
• Communicating Successes: Regularly sharing retention data and success stories with the entire campus community builds morale and reinforces the importance of everyone’s role in student success.
• Change Management: Implementing new retention strategies often involves significant organizational change. Utilizing models like ADKAR change management can help ensure awareness, desire, knowledge, ability, and reinforcement are properly addressed throughout the process. This is a critical part of any What to Expect Organizational Development Journey.

Building a culture where every member of the institution feels responsible for student success is key to achieving sustainable student retention. This aligns with the principles of What is Organizational Development by fostering a supportive and adaptive environment.

Frequently Asked Questions about Student Retention

What is the difference between student retention and student persistence?

Student retention typically refers to the percentage of students who re-enroll at the same institution from one academic period to the next (e.g., first-to-second year retention). Student persistence, on the other hand, measures the percentage of students who continue their education at any institution. While institutions primarily focus on retention, persistence rates offer a broader view of student success in higher education. According to the National Student Clearinghouse, the national persistence rate (students continuing at any institution) reached 76.5% in 2024.

What is the most critical period for student retention?

The first year of college is overwhelmingly the most critical period for student retention. Specifically, the first six weeks are often highlighted as a make-or-break time for new students. During this period, students steer significant academic, social, and personal transitions. Nearly one in four students still don’t make it past their first year, underscoring the importance of robust first-year experience programs and foundational support to help students integrate and thrive.

How can faculty members outside of advising roles contribute to retention?

Faculty members play a crucial, often underestimated, role in student retention. Beyond their teaching responsibilities, they can contribute by:

• Engaging Students in the Classroom: Creating an inclusive and interactive learning environment.
• Providing Early Feedback: Offering constructive feedback on assignments early in the semester to help students course-correct.
• Mentorship: Developing informal or formal mentoring relationships with students.
• Recognizing Signs of Distress: Being attuned to changes in student behavior, attendance, or performance that may indicate struggles.
• Referring to Support Services: Knowing and actively referring students to academic support, counseling, or financial aid services when needed. EAB’s research highlights the importance of faculty submitting alerts for at-risk students, with systems designed to facilitate timely follow-up. See the Practices for how some institutions ensure these interventions are tracked.
• Fostering Belonging: Creating a welcoming and supportive classroom environment where all students feel valued and connected.

Conclusion: Building a Future of Student Success

Student retention is not merely a metric; it’s a reflection of an institution’s commitment to its students’ success and well-being. By adopting a holistic, data-informed strategy that prioritizes proactive support and a student-centric culture, we can significantly improve retention rates and, more importantly, empower more students to achieve their educational and career aspirations.

The future of higher education depends on our ability to adapt to evolving student needs and leverage innovative solutions. From early warning systems and comprehensive financial aid to flexible learning environments and robust mental health support, every component plays a role in building a resilient and thriving student body. This commitment to sustainable student retention is not just good for students; it’s essential for the long-term health and reputation of our institutions.

Let’s continue to collaborate, innovate, and invest in the solutions that ensure every student has the opportunity to persist, succeed, and make a meaningful impact on the world.

Ready to improve your institution’s student retention strategies?

Contact us today to find how our expertise can help you build a more supportive and successful environment for your students.

Learn more about our services