Colleges court students with faculty tours and waived fees
As the traditional applicant pool shrinks, institutions are opening doors to recruit the remaining high school graduates.
By Thabo Hoffmann ·
The gap between the number of high school graduates and available college seats is widening. Enrollment managers face a shrinking market as fewer young people choose to pursue higher education immediately after graduation. This decline forces institutions to change how they attract and retain students.
The national supply of traditional-age freshmen is projected to drop by 13 percent over the next 15 years. The Bureau of Labor Statistics reports that the share of high school graduates entering college fell from 70 percent in 2016 to 63 percent in 2024. Consequently, the odds of acceptance have risen for most applicants.
Nearly 80 percent of first-year applicants to public institutions and 70 percent of those applying to private schools are now admitted. These figures are up from 68 percent and 65 percent, respectively, about a decade ago. Only 33 colleges and universities in the country accept 10 percent or fewer of their undergraduate applicants.
Colleges are responding to this shift by making the admissions process more accessible. Many institutions are waiving application fees and offering financial incentives for students who visit campus. Public universities in 17 states now admit students who have not formally applied, according to the Education Commission of the States. More than 150 private colleges also send direct admission offers to students who complete the Common Application.
Skidmore College in New York has taken a specific step by involving faculty in recruitment. Professors now meet with prospective students and open their labs and classrooms for tours. This approach aims to create a sense of belonging that distinguishes the school from competitors. Jess Ricker, the college’s vice president for enrollment, stated that these interactions help students feel seen and valued.
The push for personal interaction stems from a drop in yield, or the percentage of admitted students who actually enroll. Federal data shows that yield at public colleges fell from 32 percent in 2014 to 22 percent in 2024. At private nonprofit institutions, the figure dropped from 24 percent to 18 percent over the same period. Colleges must now admit approximately five times as many students as they need to fill their classes.
Faculty members are increasingly participating in these efforts despite initial resistance. Johnnie Johnson, vice president for enrollment management at Washington College in Maryland, noted that some professors initially preferred to focus solely on teaching. He explained that financial realities have changed their perspective. Each enrolled student provides funding for programs and staff raises, making recruitment a shared institutional responsibility.
Skidmore, which has 2,719 students, reports that more than 300 admitted visitors requested to sit in on classes or meet with faculty last year. Becca Johnson, the chair of the psychology department, said she receives feedback from families who find these interactions meaningful. One parent told her that a personal contact from a professor was the first of its kind from outside the admissions office and influenced their final decision.
