How Old Prospects Can Still Increase College Enrollment

Summary

• The adult learner population is booming: Students over 25 now make up 24% of undergraduates, presenting a key growth opportunity for colleges facing enrollment declines.

• Career-focused and time-poor: Adult learners prioritize clear career outcomes and flexible programs but are often hindered by financial worries and complex administrative processes.

• Adaptation is key for institutions: To attract these students, colleges must personalize marketing to focus on tangible results, simplify admissions, and offer flexible learning options.

• Instant engagement wins enrollments: Since adults often research after hours, using an AI tool like Havana to provide 24/7 responses ensures no valuable lead is lost.

Thinking of going back to school but worried you'll be the oldest person in the room? Or feeling stuck in your career, convinced you "won't be able to take the next step without a college degree"? You are not alone, and colleges are starting to realize you might be the key to their future.

In fall 2023, students older than 25 accounted for 24% of all undergraduates—that's 3.9 million adult learners. Even more telling, the number of enrolled students aged 35 and older is projected to grow by a massive 18% between 2019 and 2030.

For colleges facing enrollment challenges, the message is clear: to reverse declines and thrive, institutions must shift their focus from the traditional 18-year-old applicant to the unique needs, motivations, and challenges of the non-traditional student. This guide outlines exactly how to do that—and how adult learners can navigate the process.

The New Majority: Understanding Today's Non-Traditional Student

Who is the Adult Learner? A Statistical Snapshot

Today's adult learners are juggling multiple responsibilities. Approximately 69% are employed while studying, and nearly 48% have dependent children, compared to just 3% of traditional students. In fall 2023, 62% of older learners were women, and 59% were enrolled part-time.

These aren't just interesting demographics—they reveal fundamental differences in how adult students approach education and what they need to succeed.

What Drives Them? Motivations Beyond the Diploma

Unlike traditional students who might be exploring their options, adult learners are laser-focused on career advancement and tangible skills, not just credentials. Many are looking to upskill or change careers entirely.

They're highly interested in flexible, short-term options like certificates, microcredentials, and digital badges that offer a direct path to better job prospects. The traditional four-year degree still holds value, but adult learners want to see a clear return on investment.

What Holds Them Back? Addressing Their Biggest Barriers

Financial Anxiety: Affordability is the number one concern. Nearly 50% of adult learners who "stop out" do so for personal, health, or monetary reasons, not academic failure. This fear is tangible, from worries about unexpected costs ("You have to pay for parking?") to the consequences of debt ("They'll hold ur transcript til you pay those damn tickets").

Administrative Hurdles: The process itself is often a significant barrier. This includes difficult payment processes, ineffective communication (over-reliance on email), and rigid course management systems that don't accommodate life changes.

Psychological and Logistical Pressures: Adult learners face unique mental barriers:

• Imposter Syndrome: A deep-seated anxiety about being the oldest student and feeling out of place.

• Fear of Rejection: Past academic performance can lead to a fear of being denied admission.

• Confusion over Requirements: Frustration with standardized testing like the SAT/ACT and anxiety about obtaining old high school transcripts.

Six Strategies to Attract and Enroll Adult Learners

1. Personalize Marketing to Focus on Outcomes, Not Ivy

Traditional college marketing often emphasizes prestige, campus beauty, and the "college experience." For adult learners, these aspects hold little appeal compared to career outcomes.

Adopt a student-centered messaging approach that prioritizes the student's experience and career goals. This can improve response rates by 50%. Use a mobile-first design for all communications, from email to application, as most prospective students use their phones for research.

Most importantly, engage through modern channels like SMS, not just email. As Modern Campus notes, adult learners are drowning in emails but respond quickly to text messages.

2. Automate and Scale Initial Engagement

Adult learners often do their college research outside of traditional 9-to-5 business hours. A slow response to an initial inquiry can mean a lost opportunity. To meet this challenge, institutions can leverage AI-powered recruitment tools like Havana to provide 24/7 engagement.

An AI assistant can instantly respond to inquiries via text, email, and even phone calls, answering common questions about programs, financial aid, and admissions requirements. By automating these initial touchpoints and pre-qualifying leads, you ensure that every potential student gets a timely response while freeing up your human admissions team to focus on building relationships with high-intent applicants.

3. Streamline the Path from Prospect to Student

Simplify Admissions: Clearly outline requirements specifically for non-traditional students and eliminate unnecessary hurdles. Acknowledge and provide alternatives to the SAT/ACT, such as placement tests or credit transfers.

Promote the Community College Pathway: Many adult learners find success by starting at a community college. As one Reddit user shares: "I went to a community college for 2 semesters and earned 30 credits, which was the minimum all the colleges I looked at needed to override the ACT/SAT requirement."

This approach not only sidesteps standardized testing requirements but also allows students to establish a college record and build confidence before transferring to a four-year institution.

4. Make Education Financially Viable

Demystify Financial Aid: Provide clear, accessible guides and deadlines for the FAFSA. Recognize that 83% of Pell Grant recipients have student loan debt averaging nearly $29,000, according to CAEL research.

Champion Employer Tuition Assistance (TAP): Actively promote TAP partnerships. Roughly 24% of adult learners use this benefit, which significantly boosts their confidence in affording their education.

Leverage Credit for Prior Learning (CPL): This powerful recruitment tool validates a student's life experience and:

• Increases program completion rates by 17%

• Reduces time-to-degree by 9-14 months

• Saves students between $1,500 and $10,200

Institutions can guide students to resources like the Credit for Prior Learning Provider Network to see what's possible.

5. Design Flexible Programs for Busy Lives

Meeting adult learners where they are means creating programs that fit into already busy schedules. Offer a variety of formats: online, hybrid, evening, and weekend classes are essential for students who are also employees and caregivers.

Emphasize flexible credentialing models like certificates and boot camps that align with the adult learner's goal of rapid upskilling. According to EAB research, contacting prospective students early with these options can increase enrollment likelihood by 30%.

6. Build a Supportive and Inclusive Campus Ecosystem

Provide dedicated support services tailored for adults, including specialized academic advisers who understand the unique challenges non-traditional students face.

Be aware of and promote Title IX protections for student-parents, ensuring their rights regarding discrimination and academic leave are respected. BestColleges reports that nearly half of adult learners have dependent children—making these protections critical.

Foster a sense of community by creating networking opportunities or spaces for non-traditional students to connect, mitigating the fear of being the "oldest in the class."

Your Step-by-Step Guide to Going Back to School

For the adult learner navigating the return to education, here's a practical roadmap drawn directly from those who've successfully made the journey:

How to Get Started (The Community College Path)

1. Apply to a community college on their website. The process is typically straightforward and designed for accessibility.

2. Attend orientation and take any required placement tests. These assess your current knowledge level and help determine appropriate course placement.

3. Meet with an academic adviser to plan your courses. Be clear about your goals, whether it's a certificate, associate degree, or eventual transfer to a four-year institution.

4. Register for classes, buy your books, and get a parking pass if needed. As one Reddit user warns, "You have to pay for parking?" - small but crucial details matter!

5. Show up for the first day. Perhaps the most important step—beginning your journey.

This approach, recommended by successful adult learners, avoids many of the common obstacles that discourage enrollment, particularly standardized testing requirements.

How to Pay for It

1. Fill out the FAFSA as soon as possible at studentaid.gov. This is your gateway to federal financial aid, including Pell Grants and subsidized loans.

2. Ask your HR department about employer tuition assistance programs. Many companies offer education benefits that go unused.

3. Search for scholarships specifically for non-traditional students. Resources like Fastweb and Scholarships.com allow you to filter for adult learner opportunities.

How to Succeed

1. Use career exploration tools like O*Net to align your education with your career goals.

2. Research institutions that support adult learners using resources like the College Navigator.

3. Utilize campus resources from day one: tutoring centers, writing labs, and professors' office hours are there for you. As one successful student advised, "be conscientious about ferreting out the offices that offer resources to help you, and using them freely."

The Future of Higher Education is Adult-Inclusive

Adult learners are not a niche market; they are a foundational pillar for the future of higher education. By embracing flexibility, simplifying processes, and building supportive environments, institutions can unlock a powerful stream of enrollment and empower a generation of students to achieve their goals.

For colleges and universities, the message is clear: adapting to serve non-traditional students isn't just about stemming enrollment declines—it's about fulfilling the promise of education as a lifelong opportunity. The institutions that recognize this shift and respond with meaningful programmatic and support changes will not only survive but thrive in the evolving landscape of higher education.

For adult learners considering a return to education, take heart in the growing recognition of your value and the increasing availability of pathways designed with your needs in mind. As author Rebecca Klein-Collins puts it in her book Never Too Late, the journey may seem daunting, but the destination—a more fulfilling career and life—makes it worthwhile.

Whether you're an institutional leader looking to boost enrollment or an adult considering your educational future, the time to act is now. The data is clear: old prospects are the new opportunity for higher education growth.

Frequently Asked Questions

What is the best way for an adult to start college?

The best way for many adults to begin their college journey is by enrolling in a local community college. This path allows you to build a recent academic record, which can often override outdated high school transcripts or the need for SAT/ACT scores. It's also a more affordable and flexible way to earn credits that can later be transferred to a four-year university, helping you build confidence and ease back into an academic environment.

How can I go to college if I don't have SAT/ACT scores?

You can go to college without SAT/ACT scores by applying to institutions that are "test-optional" or by starting at a community college. Most community colleges have open-enrollment policies and do not require standardized test scores for admission. After earning a certain number of credits (often around 30), you can transfer to a four-year institution, which will typically waive the SAT/ACT requirement based on your new college-level academic record.

What financial aid is available for adult learners?

Adult learners have access to several types of financial aid, including federal grants, student loans, scholarships, and employer tuition assistance programs. The first step is to fill out the Free Application for Federal Student Aid (FAFSA) to determine your eligibility for Pell Grants and federal loans. Additionally, many companies offer Tuition Assistance Programs (TAP) as an employee benefit. You should also search for scholarships specifically designated for non-traditional students.

Is it too late to go back to college as an older adult?

No, it is never too late to go back to college. A growing number of students are over the age of 25, and colleges are increasingly adapting their programs to meet the needs of adult learners. In 2023, adult learners made up 24% of all undergraduate students, and this number is projected to grow. Institutions are creating more flexible programs and offering resources like Credit for Prior Learning (CPL) to validate your existing work and life experience.

How can I balance college with a full-time job and family?

Balancing college with work and family is possible by choosing flexible programs, starting part-time, and utilizing campus support services. Look for institutions that offer online, hybrid, evening, or weekend classes that can fit around your schedule. Enrolling part-time can ease the transition and prevent burnout. Once enrolled, take full advantage of resources like academic advising and tutoring centers to help you stay on track.

Why are colleges focusing more on attracting adult learners?

Colleges are focusing on adult learners because the population of traditional 18-year-old students is declining, and non-traditional students represent a significant and growing opportunity for enrollment. With projections showing a massive 18% growth in students aged 35 and older by 2030, universities see adult learners as key to their future stability and growth. These students are highly motivated and bring valuable life experience to the classroom, making them a vital part of the modern higher education landscape.