Solving the Problem of Declining International Enrollments

International students are a significant source of revenue for higher ed institutions. On average, these learners make up about 12% of the student population, but provide 28% of schools’ annual tuition revenue (The Washington Post). But even more than this, international students are also major assets to the U.S. as a whole – contributing $32.8 billion and more than 400,000 jobs to the economy in the 2015-16 school year alone (Association of International Educators).

International students contributed $32.8 billion & more than 400,000 jobs to the U.S. economy in the 2015-2016 school year.

Foreign-born workers are indispensable members of the U.S. workforce. 31% of employed immigrants work in management, business, science, or another related field (Migration Policy Institute), and a staggering 74% of Silicon Valley technology professionals are foreign-born (Washington Examiner). Schools bear a unique responsibility for equipping these individuals, and are often their gateway to opportunity and advancement in the United States.

Thus, it was no small point of concern when the 2017 fall enrollment numbers for many institutions showed a decrease in international students.

Foreign enrollments have been steadily on the rise in the U.S. over the past decade, so the sudden downturn this past school year has raised questions.

And, while not all schools experienced the loss to the same extent (or at all), some schools, such as Indiana University, showed a drop of about 50%, according to Inside Higher Ed. These types of steep declines call for a close examination of causes and implications.

The Points of Origin

With the changing of the political guard in 2016 came a number of foreign policies that have had a significant effect on international enrollment.

The travel ban and uncertainty regarding the H1-B program created a general impression that the U.S. would be less welcoming to foreign students, especially those from predominantly Muslim nations. Many potential students, concerned about their safety in this tense environment, opted to forego pursuit of a U.S. education.

Cost, too, is a growing concern for international students. U.S. institutions have struggled lately with keeping costs affordable for local students, let alone their international counterparts. This has resulted in many foreign students opting to study in other countries like Canada. Along these same lines, a few countries such as Saudi Arabia enacted stricter scholarship guidelines which dissuaded prospective students from enrolling abroad.

With cost and safety such looming points of concern, the U.S. may no longer seem ideal for prospective international students. These are precisely the points that need to be addressed by schools if they wish to recover their lagging international enrollments.

Making Up Lost Ground

Before any other work can be done on this front, some weighty misconceptions must be dispelled.

Many schools have created campaigns to let international students know they are welcome and wanted, and these messages must continue to help foreign students feel accepted. Any marketing sent to foreign students must be inclusive and personal, and convey that schools are willing to take whatever measures are necessary to ensure their international students’ safety and success.

Institutions will also need to take more care to eliminate any enrollment hindrances that stand between a prospective international student and their education. This means streamlining the enrollment process to make it as simple as possible for students to get into their school of choice, and clearly laying out financial aid options so that students can achieve their education affordably.

Finally, advanced targeting measures must be used to gain and nurture inquiries. With data gathering and predictive modeling, you can more easily find those international students that will be most receptive to your messages – making your lead nurturing process more effective and helping you secure the students that will best fit your school.

Regaining an International Image

Whether your school suffered from an international enrollment decline or not, it’s undeniable that this sphere of prospective students needs more attention and encouragement. Making foreign students a priority through thoughtful messaging, personal connection and consistent nurturing can help your school either regain ground or maintain your student stream – while boosting your overseas image.