A comprehensive new study by education research firm EAB has identified the most influential factors shaping how students choose colleges, with academic program variety, campus safety, and student organizations emerging as the top three drivers of student attraction.
The research, analyzing data from U.S. four-year colleges, found that schools offering a wider range of majors see significantly higher student interest, with each additional program contributing to increased application and enrollment rates. Campus safety measures and the number of available student organizations were also found to be major factors in students' decision-making process.
“What's particularly interesting is how these factors play out differently across institution types,” said Dr. Ryan Gardner-Cook, the project director. “For example, smaller schools gain more from incremental improvements in campus amenities and academic offerings compared to larger institutions.”
The study also revealed that affordability remains a critical factor, especially for first-generation and low-income students. Schools with lower net prices and stronger financial aid packages showed notably higher attraction rates among these demographics.
Environmental factors like climate and location also play a significant role. Schools in temperate climates and growing urban areas generally showed stronger appeal to prospective students. State-level political environments were found to increasingly influence student choice as well.
The research identified nine distinct “institutional personas” ranging from “Accessible Education Anchors” to “Rigorous Academic Giants,” each with unique characteristics and challenges in attracting students. This classification system aims to help institutions better understand their competitive position and develop more effective recruitment strategies.
For institutions looking to improve their student attraction, the study recommends focusing on controllable factors like admissions processes, student life offerings, and academic programs while finding ways to mitigate challenges related to location or cost.
The findings come at a crucial time as higher education institutions face evolving student preferences and increasing competition for enrollment.
