How community colleges can use data to reengage students

While community college enrollment is on the rise, many institutions are still looking for ways to enroll new students. In recent years, a new strategy has emerged — reengaging students who have chosen not to complete their education. In 2022, more than 36.8 million students in the United States had some college experience but no credentials.

Students who leave college are called noncompleters, but they can also be referred to as stopouts or dropouts. A stopout student is one who withdraws but intends to return in the future, while a dropout student aims to permanently leave their institution. By encouraging both stopouts and dropouts to return to their studies, your institution can simultaneously boost enrollment rates and equip students with skills that improve their economic prospects.

What data indicates a student is at risk of leaving?

Collecting and analyzing student data is one of the most crucial parts of any strategy aiming to keep students enrolled and engaged. Your institution can use specific types of data to track engagement levels and catch students before they decide to withdraw. Early intervention is key — with the right support at the right time, disengaged students are more likely to stay enrolled and complete their degrees.

Examples of data you can track include:

Attendance: Students who are struggling and considering abandoning their studies may stop attending classes, so monitoring attendance records can help you spot signs of disengagement. These students may also stop participating in extramural activities or communicating with faculty.
Academic performance: Disengaged students who stop attending classes and doing their homework often fall behind in their studies. When this happens, you might see low test scores and grades and a dropping grade point average (GPA).
Tuition payments: Sometimes, students may disengage because of financial burdens that cause stress. Studies show that the cost of tuition is the most common reason college students leave their studies. You can tell if a student is disengaged because of financial reasons if they miss tuition payments or hastily apply for financial aid.
Course enrollment: When a student is considering dropping out, they may delay enrolling in new courses and even miss the deadline entirely. They might also enroll in fewer courses or drop out of a course later in the semester. Keeping an eye on student course enrollments can highlight disengaged students, but they may be more committed to leaving at this stage.

Strategies for using data to reengage noncompleters

The best strategy for reducing attrition rates — the number of noncompleters at higher education institutions — is early intervention. But what do you do to bring back a student who has already left their studies? Collect engagement data and implement strategies like:

Create personalized messages: Mass text and email blasts often feel impersonal. When communicating with your students, it’s important to show your commitment to the individual rather than treat them like a number. Use information about their course completion, attendance, and file notes to create messages unique to each student. Offer solutions based on their specific needs rather than generic “call us” or “reach out with questions” prompts.
Consider internal processes: It’s important to consider whether any of your existing processes could be holding people back. For example, inefficient communication channels could prevent students from getting the information they need the most at critical times. Collect information like how often your students connect to support resources and how quickly your team responds to new requests. Use this information for data-driven decision-making to improve processes.
Gather and implement feedback: Your students and faculty have firsthand knowledge and experience regarding your institution. It’s important to ask about their time on campus, your processes, and areas for improvement. Additionally, it’s essential to show that you care by implementing their feedback and evaluating the impact the change has on your campus.
Offer personalized support: Improve student outcomes by offering personalized support. Integrate elements like career advising, mentoring support, and academic planning. Leveraging personalized solutions can help students feel more connected to your institution and their studies and equip students with the resources they need to overcome challenges.
Create guided pathways: There is always more than one pathway to success. Whether a student wants to reset or continue on their previous path, it’s important to offer pathways that meet their needs without adding extra stress. Guided pathways should provide students with a seamless path to completion and offer support resources for any roadblocks along the way.
Use relationship-based advising: College students often balance financial strains, work, family, and schooling. Having a human connection to turn to in times of need can help students discover personalized solutions that self-service options may skip over. Whether you create mentor programs or strengthen your support services, creating more student-centered approaches and focusing on fostering relationships can help students succeed beyond the academic atmosphere.
Monitor strategy effectiveness: Foster continuous improvement by monitoring strategy effectiveness and adjusting plans as necessary. While you want long-lasting solutions, the truth is that the education landscape is always shifting, and student needs vary greatly. Leverage technologies that allow you to collect data continuously and create a process for reviewing collected information and implementing adjustments.

How Marion Technical College reengaged students with Watermark

At Watermark, we believe that community colleges are in a unique position to reengage noncompleters. We created Watermark Student Success & Engagement to help higher education institutions. Marion Technical College experienced the impact of this solution firsthand. Marion Technical College (MTC) in Marion, Ohio, recruits noncompleters for reenrollment by using personalized messaging, creating a robust partnership between advising and admissions, and leveraging features within Student Success & Engagement.

This institution created tailored messaging using student names and information from their note files. Rather than sending a mass announcement, MTC incorporates questions with an inviting tone and uses clear actions to encourage individuals to return to campus. MTC curates academic plans to highlight how close a student is to completing a credential and runs what-if scenarios in the event a student does not wish to continue on their previous path. Ultimately, the goal is to empower as many students as possible to complete their education.

Reengage students with Student Success & Engagement

Data drives decisions, and when it comes to student engagement, there is tons of data to collect and leverage for maximum impact. Watermark turns this data into insights. Our centralized system fosters continuous improvement by placing your students and institutional needs at the center.

Student Success & Engagement empowers you to meet each student’s needs from the very start of their higher education journey. By tracking student engagement and leveraging real-time campus insights, you can ensure you intervene at critical moments and tailor pathways to keep students engaged. Want to experience the impact for yourself? Request a demo today.