Enrollment offices across the country continue to face unique challenges when it comes to summer melt — factors that vary significantly from one institution to another. While some strategies may have stood the test of time, new data and insights can reshape how we approach melt in 2025.
Here are five questions Capture Higher Ed recommends asking when evaluating your institution’s unique summer melt situation.
1. What has summer melt looked like historically at your university?
Understanding the context and trends behind your summer melt scenario is essential. Historical data provides a foundation for identifying patterns — whether programmatic, geographic or demographic. Make sure your analysis includes the past few years, as pandemic-era shifts may still influence current trends.
2. What strategies have been deployed recently, and how are their impacts measured?
Your institution likely tried new approaches in the last few years, from virtual engagement initiatives to personalized communication plans. What worked? What fell flat? Take a close look at the metrics used to assess these strategies. If an initiative showed promise, consider optimizing it rather than starting from scratch. Also, assess whether certain outreach efforts can be repurposed or enhanced.
3. Which audiences are most affected by summer melt?
Not every admitted student is equally likely to melt away. Analyzing your data can reveal patterns — perhaps first-generation students, specific majors, or particular geographic markets are more prone to melting. Knowing who’s most at risk allows you to target your resources where they’re needed most rather than spreading efforts too thin.
4. Are there early indicators for melt, and how are they identified?
Early warning signs are critical for proactive intervention. Develop and regularly update a rubric to identify students at high risk of melting. Consider both behavioral data (like engagement with your communications) and external factors (such as financial barriers). Sharing this rubric with your team ensures consistency and helps keep your efforts strategic and data-driven.
5. Are there institutional habits on campus — and are they helping or hindering your efforts?
Every institution has long-standing practices that persist simply because they always have. But do they still serve your summer melt reduction strategy? Be willing to question the effectiveness of these efforts, and don’t hesitate to pivot if the data suggests they’re no longer impactful.
You and your team work tirelessly throughout the year to secure your institution’s incoming class. While it may be tempting to take a breather as summer approaches, it’s crucial to stay proactive and keep your momentum going.
Capture’s behavioral data, dynamic marketing tools, predictive modeling and expert guidance are specifically designed to control summer melt and boost yield. Reach out today to learn how our solutions can support your enrollment goals.
