The Impact of the COVID Pandemic on Enrollment and Retention at One Small Private College, and the Innovative Strategies Used to Address These Challenges

Enrollment and retention in higher education can be challenging under normal circumstances, but combined with a global pandemic and changes in the overall prospective student landscape, institutions will need to look at strategies to help navigate these uncertain times. This article outlines how a college navigated these challenges within the context of Kotter’s organizational change management theory and successfully maintained their enrollment. Through the lens of qualitative research, leaders at the institution were interviewed to garner data on how this collective effort transpired. Five key themes emerged from the study. First, collaboration was a key component for enrollment and retention initiatives, guiding the strategic planning to enhance sustainable outcomes. Second, technological advancements in enrollment and retention platforms secured seamless transitions during the crisis. Third, external support helped to reduce financial barriers to enrollment. Fourth, investments in enrollment and retention support systems was a critical element of maintaining headcounts. Fifth, community partnerships and the creation of new academic programs and support positions provided the needed backbone for enrollment and retention growth.