The current landscape of higher education in America is experiencing a critical shift. Since the 2013-2014 academic year, 726 or 15% of the 4,724 degree-granting colleges and universities have closed. (NCES, 2024) Currently, colleges are shutting down at an alarming frequency of approximately one per week (Fain, 2019).
This trend is driven by a declining number of high school graduates and a growing skepticism about the value of a college education (Marcus, 2020). Moreover, the pending “enrollment cliff” will exasperate the problem. As a result, many institutions are facing declining enrollments and mounting fiscal challenges.
According to a study focused on an institution’s creditworthiness, the colleges and. universities most susceptible to these challenges are small institutions with a very narrow focus (e.g. professional schools, reliance on discipline in decline, faith-based institutions, single sex colleges) that are heavily tuition dependent. An exception are institutions with “an active alumni base and established fundraising apparatus.” The study also notes that the recent bout of inflation contributes significantly to the squeeze placed on small schools. (Kennington, 2024)
The response of most colleges facing these challenges reminds me of when an American is talking to a person who doesn’t speak English. When the person can’t respond, the American says the same thing – only louder.
Likewise, many institutions, both public and private, bigger and smaller, that face enrollment and fiscal problems still continue to rely on traditional, inward-focused strategic planning that merely emphasizes doing the same things better with modifications only at the margins. In today’s rapidly changing academic marketplace, such an approach is insufficient. (Jashik, 2022)
Prominent Colleges
As an alternative, institutions facing such challenges may wish to look at “prominent” colleges and universities that are still doing relatively well in the higher education marketplace.
Now, before you stop here and dismiss any notion of your institution becoming a “prominent” institution, bear with me. For I believe all colleges and universities can achieve a measure of prominence – establishing and maintaining programs that will place them in a competitive position in the academic marketplace.
Let’s continue.
Contrary to traditional characterization, “prominent” institutions are not just elite Ivy League institutions, large public colleges and universities or small, highly selective private colleges with significant endowments. Instead, such institutions may be smaller private or public institutions that have earned significant regional or national reputations by distinguishing themselves through exceptional individual programs of distinction and/or distinctiveness.
For our purposes:
Programs of Distinction are academic programs or departments that have achieved a high level of excellence and recognition within their field. They invest in remarkable teaching faculty and produce graduates who are highly sought after by employers and graduate schools.
- Hillsdale College has gained prominence through its strong liberal arts programs and emphasis on classical education (Hillsdale College, 2021).
- Rose-Hulman Institute of Technology, a small, private college in Indiana, consistently ranks high in national engineering education rankings. It has built a reputation for excellence by offering a rigorous curriculum, small class sizes, and hands-on learning opportunities.
- Berea College, a small liberal arts institution in Berea, Kentucky, has distinguished itself through its unique Labor Program that requires all students to work at least 10 hours per week in various campus and service jobs, providing them with valuable work experience and practical skills alongside their academic studies. The Labor Program supports Berea’s mission of offering a tuition-free education, fostering a strong work ethic, and emphasizing community service and social justice. This innovative approach has garnered national recognition and prepares graduates for successful careers, making Berea College a model of distinction and distinctiveness among smaller colleges.
Programs of Distinctiveness are characterized by unique attributes that set them apart from similar programs at other institutions. They may offer specialized curricula, innovative teaching methods, or unique learning experiences that cannot be found elsewhere.
- Savannah College of Art and Design (SCAD) is known for its comprehensive programs in creative disciplines like fashion, digital media, and architecture, offering students hands-on, industry-relevant education.
- Babson College has consistently been ranked as a top institution for entrepreneurship education by U.S. News & World Report. Its distinctiveness lies in its comprehensive approach to teaching entrepreneurship across all disciplines, supported by extensive resources such as incubators and accelerators.
- Olin College of Engineering is distinctive for its innovative approach to engineering education, which includes project-based learning and a strong emphasis on design thinking and entrepreneurship. Its collaborative, student-centered education model has set it apart from traditional engineering programs.
Addressing Declining Enrollment Through Prominence
To become a college of prominence and effectively address declining enrollment, institutions must implement several strategies, including:
- Identifying and Investing in Strengths: Conduct a thorough assessment to identify existing programs with the potential for distinction. Invest in these programs by hiring remarkable teaching faculty and upgrading facilities.
- Innovate and Differentiate: Develop distinctive programs that offer unique value propositions to students. This could involve creating interdisciplinary programs, incorporating experiential learning opportunities, or partnering with industry leaders to provide real-world experience.
- Effective Market: Prominence must be communicated effectively to prospective students. Highlighting unique programs through targeted marketing campaigns, showcasing success stories of alumni, and leveraging social media can help attract attention and boost enrollment. identifying and investing in program strengths, innovating and differentiating academic offerings, marketing effectively, and engaging stakeholders.
Transforming Campus Culture
The most challenging and crucial requirement is transforming the institutional mindset and operational culture. Changing a campus culture deeply rooted in tradition requires a significant, concerted effort due to inherent resistance to change.
Many colleges continue to operate under outdated business models, with academic calendars tied to 19th-century agrarian schedules and operational mindsets reflective of early 20th-century industrial practices. Overcoming this resistance demands a fundamental shift in how the institution views itself and its role in education.
Steps for Cultural Transformation:
- Leadership Commitment: Strong, committed leadership is essential to drive cultural change. Leaders must clearly articulate the vision and necessity for change, consistently communicate its importance, and model the behaviors and attitudes they wish to instill across the campus.
- Comprehensive Training and Development: Provide training and resources to help faculty and staff adapt to new models and methodologies. This may include workshops, seminars, and ongoing professional development focused on innovation, technology adoption, and agile practices.
- Clear and Consistent Communication: Maintain transparent and open lines of communication, addressing concerns and highlighting successes along the way. Regularly update the campus community on progress and provide evidence of positive outcomes resulting from changes.
- Incentives for Innovation: Create incentives for faculty and staff to experiment with new approaches in teaching, administration, and student engagement. Recognize and reward those who contribute to the institution’s evolution and improvement.
- Patience and Persistence: Cultural change is a gradual process that requires patience and persistence. Anticipate setbacks and resistance, and be prepared to address these challenges with resilience and determination.
By acknowledging the deep-seated opposition to change and implementing a strategic, inclusive approach, colleges can transform their campus culture. This shift is crucial for fostering an environment of continuous improvement and adaptability, ultimately positioning the institution as a forward-thinking leader in the competitive landscape of higher education.
In summary, by focusing on creating and promoting programs of distinction and distinctiveness, colleges can transform themselves into institutions of prominence. Often, colleges and universities find that promoting a program of distinction and/or distinctiveness often – by attribution – raises the reputation of other programs. This strategy not only addresses declining enrollment but also positions the institution for long-term success and sustainability in the competitive landscape of higher education.
Robin Capehart served 13 years at two different universities: a regional public university and an historically black college (HBCU). He is currently a Senior Consultant at Collegiate Consulting, Atlanta, GA. Mr. Capehart welcomes your comments and observations at ataslightangle@gmail.com. If you would like to discuss possible consulting services, you may contact him at rcapehart@collegiateconsulting.com. Thank you for reading our post!
References:
- National Center for Education Statistics, (2024), https://nces.ed.gov/programs/digest/d23/tables/dt23_317.50.asp
- Fain, P. (2019). College Closures, a Reality Check. The Chronicle of Higher Education. https://www.chronicle.com/
- Marcus, J. (2020). Declining Student Numbers Threaten the Future of Colleges and Universities. The Hechinger Report. https://hechingerreport.org/
- Kennington, Layla, The Bond Buyer (August 12, 2024).
- Jaschik, S. (2022). The Need for New Strategies in Higher Education. Inside Higher Ed. https://www.insidehighered.com/
- Hillsdale College. (2021). About Hillsdale College. https://www.hillsdale.edu/
- ACE (American Council on Education). (2021). Reimagining Higher Education After the Pandemic. https://www.acenet.edu/
All Colleges Can Be Prominent – by Robin Capehart (substack.com)