10 Strategies for Increasing Student Enrollment in 2026

Summary

• Higher education faces an "enrollment crisis" due to a looming "demographic cliff," with a projected 3.1% decrease in high school graduates by 2030, increasing competition for a smaller pool of traditional students.

• Successful institutions will adopt data-driven strategies, including hyper-personalizing the student journey, mastering digital content and SEO, and expanding recruitment to non-traditional students.

• Key actions include streamlining the application process and reviving dormant leads from your CRM, one of the most cost-effective ways to boost enrollment.

• AI assistants like Havana can automate initial outreach and lead qualification 24/7, freeing up your team to focus on building relationships with high-intent applicants.

In today's higher education landscape, a curious paradox exists. Students and parents feel it's "nearly impossible" to get into college due to rising selectivity, while institutions simultaneously brace for an "enrollment crisis" and the looming "demographic cliff." This disconnect creates a self-fulfilling cycle of increased applications, heightened anxiety, and ultimately, greater challenges for admissions teams.

The reality? The landscape is indeed changing dramatically. With an anticipated 3.1% decrease in high school graduates by 2030, the rise of non-traditional students (37% of undergraduates are now over 25), and shifting demographics, institutions must adapt to thrive.

To succeed in 2026, colleges and universities need to move beyond traditional recruitment methods and adopt more data-driven, personalized, and technologically-empowered approaches. Here are ten strategies to help your institution not just survive but thrive in the evolving higher education marketplace.

1. Embrace AI-Powered Automation and Data-Driven Recruitment

The most successful institutions in 2026 will be those that leverage data and automation to work smarter, not harder. By focusing your team's efforts on the most promising prospects, you can maximize efficiency and results.

Actionable steps:

• Implement a robust CRM system to automate lead nurturing, follow-ups, and personalized marketing messages

• Use predictive analytics to identify students most likely to enroll, allowing you to prioritize outreach efforts

• Automate repetitive tasks like initial communication, application sorting, and data analysis

Key tools to consider:

• Havana: An AI assistant that serves as a co-pilot for your admissions team. It handles the critical first steps of engagement at scale, with features like 24/7 lead qualification and dormant lead revival, freeing up your human team to focus on high-potential students who are ready to enroll.

• Slate: A widely-used, comprehensive CRM specifically designed for higher education admissions and enrollment management.

• Element451: An AI-powered student engagement platform that combines CRM capabilities with marketing automation.

• Gecko: Offers chatbot and live chat solutions to engage prospective students on your website.

• Unibuddy: A peer-to-peer platform that connects prospective students with current student ambassadors.

2. Hyper-Personalize the Entire Student Journey

In an era of digital noise, generic, one-size-fits-all communication fails to cut through. Today's prospective students expect every interaction to be relevant to their specific interests and needs.

Actionable steps:

• Use your CRM to segment email lists based on program interest, location, or application stage

• Develop a customized prospective student portal with resources tailored to each student's interests

• Leverage AI-powered recruiters to create personalized experiences and offer tailored guidance

McMaster's Continuing Education achieved remarkable results through persona-driven email campaigns that delivered highly relevant content to different student segments. When communication feels personally crafted, engagement skyrockets.

3. Master Digital Content and SEO to Be Found

Your institution's website and social channels are your most powerful recruitment tools. Optimizing them to attract, engage, and convert prospective students is no longer optional—it's essential.

Actionable steps:

• Invest in SEO to optimize your website for program- and location-based keywords

• Harness video content on platforms like TikTok and Instagram Reels to showcase campus life

• Engage authentically on social media with student-led content that builds community

Cumberland College saw a 27.5% increase in organic traffic and a stunning 386% increase in leads after implementing a multilingual SEO strategy. Meanwhile, video content has proven particularly effective, with viewers retaining 95% of a message when watching it in video format, compared to just 10% when reading text.

4. Redefine the Campus Visit with Virtual and Hybrid Experiences

Geography should no longer be a barrier to experiencing your campus. Make your institution accessible to anyone, anywhere, with immersive virtual options that complement traditional campus visits.

Actionable steps:

• Develop interactive virtual tours that allow students to explore campus, dorms, and facilities at their own pace

• Host webinars with live Q&A sessions featuring faculty and current students

• Create hybrid open house events that accommodate both in-person and remote attendees

The University of Bristol has found success with comprehensive virtual tours and online events specifically designed to engage international prospects who can't easily visit campus. This approach not only broadens your reach but also demonstrates your institution's commitment to accessibility and innovation.

5. Expand Recruitment to Non-Traditional Student Markets

The demographic cliff for high school graduates is real, but it doesn't have to spell disaster. Future growth lies in recruiting adult learners, transfer students, and professionals seeking to upskill or change careers.

Actionable steps:

• Develop flexible programs (online, part-time, hybrid) that cater to working adults with families and other commitments

• Revise marketing strategies to specifically target this audience through platforms like LinkedIn

• Create simplified pathways for students with some college credits to complete their degrees

This growing demographic requires different outreach strategies and support systems. AI assistants like Havana can be particularly valuable here, as non-traditional students often research and inquire outside typical business hours. With 24/7 availability, you'll never miss an opportunity to engage a working professional, whether it's late at night or on a weekend.

6. Turn Your CRM into a Revenue Engine by Reviving Dormant Leads

Your CRM likely contains thousands of leads you've already paid for but have gone cold. Re-engaging them is one of the most cost-effective ways to find new enrollments.

Actionable steps:

• Identify leads that expressed interest but never completed applications

• Create segmented re-engagement campaigns based on their previous program interest

• Use personalized outreach that acknowledges their previous interaction

Most admissions teams lack the bandwidth to continuously follow up with unresponsive leads, leaving a significant pool of potential revenue untapped.

This is where automation technology shines. Havana's Dormant Lead Revival feature can systematically run multi-touch follow-up campaigns via phone, email, and text to nurture and re-engage cold leads over time, qualifying their renewed interest before handing them back to your human team as warm, actionable opportunities.

7. Streamline the Application Process to Reduce Friction

A complicated or confusing application process is a major reason why students abandon their applications. Make it as simple, clear, and supportive as possible to maximize conversion rates.

Actionable steps:

• Use SMS for timely reminders about application deadlines and missing documents

• Optimize landing pages and forms to be mobile-first, with clear copy and prominent calls-to-action

• Provide instant support through AI assistants to answer frequently asked questions from an integrated knowledge base

By providing 24/7 support for admissions inquiries, AI can help prospective students navigate the application process seamlessly. This approach not only improves the student experience but also reduces abandonment rates during critical conversion points.

8. Prioritize Authentic Storytelling and Social Proof

Prospective students trust the experiences of their peers far more than institutional marketing. Let your current students and successful alumni be your best advocates.

Actionable steps:

• Feature testimonials and success stories prominently on your website and social media

• Highlight graduate employability and ROI by sharing alumni career paths

• Create a referral program that encourages current students and alumni to recommend your institution

This strategy directly addresses student and parent concerns about the value of a college degree in today's challenging job market. By showcasing tangible outcomes and authentic experiences, you build credibility and trust with prospective students who are increasingly skeptical about the return on their educational investment.

9. Build Strategic Partnerships for New Enrollment Pipelines

Expand your reach and build your reputation by collaborating with other organizations in your community and industry.

Actionable steps:

• Develop relationships and articulation agreements with community colleges to create a direct pipeline for transfer students

• Collaborate with local and national companies to offer career-driven education and corporate training programs

• Partner with local businesses and non-profits on community-focused initiatives to build brand awareness

These partnerships not only generate new enrollment streams but also strengthen your institution's reputation as being connected to the real world and responsive to community and industry needs—a key differentiator in today's competitive landscape.

10. Champion Diversity, Equity, and Inclusion (DEI) Authentically

Today's students are looking for more than just a degree; they want a community where they feel they belong. A genuine commitment to DEI is a powerful differentiator.

Actionable steps:

• Go beyond statements—showcase diversity initiatives and student cultural organizations

• Implement AI tools in application review to help mitigate unconscious biases

• Ensure your marketing materials, website, and social media content reflect the diversity of the student body you want to attract

This approach resonates with Generation Z and Millennial students, who prioritize authentic representation and inclusive environments when making enrollment decisions.

Conclusion

The future of student recruitment in 2026 and beyond hinges on adapting to a new reality. Success will be defined by a commitment to data-driven personalization, embracing automation to increase efficiency, and building authentic connections with a more diverse student population than ever before.

The role of technology isn't to replace the invaluable human element of admissions counseling. Instead, tools like Havana are designed to augment human recruiters, acting as an AI co-pilot that handles the repetitive, time-consuming tasks of initial outreach and qualification.

This frees up your team to do what they do best: building meaningful relationships, providing personalized guidance, and helping students make one of the most important decisions of their lives. By embracing these strategies, institutions can not only navigate the challenges ahead but also build a stronger, more vibrant student body for the future.

Frequently Asked Questions

Why is the "demographic cliff" a major concern for college recruitment?

The "demographic cliff" refers to the significant drop in the number of traditional college-aged high school graduates, which creates a smaller pool of prospective students for institutions to recruit from. This trend intensifies competition among colleges and forces them to broaden their recruitment strategies beyond the traditional 18-year-old demographic to maintain enrollment levels.

How can AI improve our student recruitment process?

AI can improve student recruitment by automating repetitive tasks, personalizing communication at scale, and providing data-driven insights to help your team focus on the most promising candidates. For instance, AI-powered tools can handle initial lead engagement 24/7 and nurture dormant leads, freeing up human counselors to build meaningful relationships with high-potential students.

What are the best strategies for recruiting non-traditional students?

The best strategies for recruiting non-traditional students include offering flexible program formats (online, hybrid, part-time), creating simplified credit transfer pathways, and using targeted marketing on professional platforms like LinkedIn. This demographic has different needs, and providing 24/7 support and highlighting clear career outcomes is crucial to resonate with their goals.

How can we make our college website more effective for recruitment?

To make your website more effective, you should invest in Search Engine Optimization (SEO) to rank for relevant keywords, create engaging video content showcasing campus life, and ensure your site is mobile-friendly. Optimizing for program-specific and location-based keywords helps prospective students find you, while authentic content like virtual tours and student testimonials can significantly increase engagement.

Why is it important to re-engage dormant leads from our CRM?

Re-engaging dormant leads is a highly cost-effective strategy because you are targeting individuals who have already shown interest in your institution, making them a warm audience with higher conversion potential. Using automated campaigns to revive this untapped pool of prospects turns past inquiries into new opportunities without the cost of acquiring brand new leads.

What does a hyper-personalized student journey look like?

A hyper-personalized student journey involves tailoring every communication to a prospective student's specific interests, background, and stage in the application process. This means segmenting your audience to send them relevant content, creating customized portal experiences, and using AI to provide tailored guidance. This approach makes students feel seen and understood, which boosts engagement and enrollment.