There’s an interesting trend happening – “older” undergraduate students aged 25+ (i.e., those who fall outside of the traditional age range of a college student) are enrolling at 4-year private non-profit and for-profit institutions at a higher rate than publics, while “younger” students are more inclined to enroll at a public institution.
Data Sourced from National Student Clearinghouse (Fall 2024)
With the pending enrollment “cliff”, as well as more individuals opting to choose alternative educational paths (e.g., vocational and trade schools, apprenticeships, certificates/certifications) for a variety of reasons, including scrutiny over the ROI of higher education, is it wise for 4-year public institutions to invest resources into attracting a non-traditional undergraduate market?
Before diving into this further, let’s first take a step back to further understand what non-traditional students may be seeking from a degree program. In the research we’ve conducted with the adult learner undergraduate population, attributes like affordability, flexibility (e.g., online course options), convenient class schedules, relevant degree programs, and job outcomes were found to be top-of-mind when making choices about enrolling in an undergraduate program.
Knowing this, it’s no wonder the non-traditional-aged undergraduate market may be attracted to the many existing private non-profit and for-profit institutions that are often known for investing in the resources that resonate most with this student population. And it certainly doesn’t hurt that many of the larger colleges and universities have the means to spend the marketing dollars needed to advertise their offerings.
According to IPEDS data, the majority of colleges/universities with the highest percentage of undergraduates aged 25 and over are private, but this is not always the case – University Maryland Global Campus, Arizona State University Online, Purdue University Global, and other publics cater to adult learners and quite successfully capture a share of this market. And let’s not forget about community colleges, whose missions are devoted to serving the non-traditional population. Case in point – Ivy Tech Community College is outpacing some of the larger 4-year players:
Data Sourced from IPEDS
Regardless of private versus public, what are these institutions doing to make them so successful with attracting non-traditional-aged undergrads? Although there isn’t one tried and true formula, below are some common practices of these colleges and universities:
- Affordability: many – but certainly not all – institutions catering to the non-traditional population offer their undergraduate programs at a lower price point
- Investment in Innovation: some provide a truly mobile experience, offering an app where students can access their classroom and campus features on the go
- Flexibility: in addition to in-person courses and programs, online and hybrid options are also available, as well as evening and weekend classes, to accommodate learners who have other commitments beyond attending college
- Rolling Admission: once prospective students make the decision to attend college, they don’t need to wait very long until the next start date
- Support Services: academic advising, career coaching, and other student services are not only provided, but are also available during off hours, including nights and weekends
- Transfer-Friendly: policies are in place that maximize previously earned credit, often including credit for work experience
- Career Outcomes: programs are directly tied to specific job outcomes and strong job placement rates, as well as industry connections
Does this mean more public institutions should invest in the adult learner market to offset a potential traditional-age undergraduate enrollment decline? This certainly has the potential to be lucrative for many colleges and universities. However, providing a blanket answer to this question is quite complicated and would be misleading – each institution has its own unique circumstances and characteristics to consider and there just isn’t a one-size-fits-all strategy.
To begin investigating whether your institution should target adult learners, you might consider starting by asking a mix of market, internal capability, and mission-alignment questions, such as:
- Is there sufficient demand in our region or online for adult learner programs?
- What programs or credentials are adult learners looking for?
- What are competitors offering in this space, and how can we differentiate?
- Do we have the infrastructure to support adult learners from a resource and faculty perspective?
- Do we have flexible admissions and enrollment processes?
- What financial and human capital is available at our institution to invest in the adult learner market?
- Does serving adult learners align with our institutional mission and goals?
- How will a shift in strategy affect our brand and identity?
There’s a lot to consider, especially as the undergraduate market continues to evolve. If you are looking for a collaborative partner to help determine whether targeting adult learners is the right approach for your particular institution, please schedule a consultation with the Eduvantis team.