In the recent webinar, Frozen in Place, Jamie Gleason, Capture Higher Ed’s director of undergraduate initiatives, stressed that enrollment offices across the country have challenges unique to their institution when it comes to summer melt.
That’s why he offered five questions to ask when considering a university’s specific summer melt situation.
What has melt looked like historically at your university?
Understanding the context and backdrop to your melt scenario is critical, Gleason says. If you don’t know what melt has looked like — whether it’s programmatic or geographic or demographic — you need to learn.
What strategies have been deployed in the last one to three years and what metrics are in place to determine their effectiveness?
Should you send out another round of invitations to “Accepted Student Day” or fill in the blank? Gleason asks. You know your comm flows. You know the things you have at your disposal. What old direct mail or other materials can be used or repurposed and what difference could they make?
Are there particular audiences that seem to be most impacted? First Generation? Particular majors? Geographic markets?
Gleason recommends using your institutional research office to see what the problem spots might be. The scary thing about melt is that we think that the whole incoming class is vulnerable, he says. That’s not necessarily true. There are certain subsets that are highly vulnerable — and then 60 or 70 percent that are coming. You’ve got them locked down as pretty good. Spend your time, energy and resources on that other 30 or 40 percent.
Are there early indicators for melt? If so, how are they identified?
This needs to be considered highly, Gleason stresses. He recommends building a rubric of things that will put a student on the at-risk for melt list. Publish it. Keep it fresh and updated. Some of those early indicators provide understanding on how to get in front of melt issues and if they are systemic issues. It’s a great exercise and something that should be done often.
What are the “sacred cows” on campus and are they helpful?
Think it through, Gleason says. Are there some things that are being done on your campus that can be done away with?
Gleason works through these questions and much more during the webinar as he examines several tactics and strategies used by universities across the country to mitigate some of the most common and persistent obstacles to keeping accepted students.
You and your colleagues worked hard all year to secure your institution’s incoming group of students. It’s tempting to take a breath and enjoy the moment, but it’s imperative that you keep your foot on the gas and lock down your Fall ’19 class.