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The Summer Melt Phenomenon and How to Prevent It

Every spring, college-bound high school students make their official decisions about what school they’ll be attending in the fall. But somewhere between graduating high school and registering for college classes, they fail to actually matriculate. This phenomenon, also known as the Summer Melt, impacts anywhere between 10-40% of college-intending students. The issue makes it difficult for universities to pin down their expected incoming class sizes and an accurate number of enrolled students. 

 

Understanding the Phenomenon

 

There are two main scenarios surrounding the Summer Melt. On one hand, you have students that are competitively applying to multiple colleges, likely with a few top choices in mind. Once the acceptance letters roll in, these students might have some difficult decisions ahead of them; maybe they need more time to make their choice, or they’re waiting to see if they were accepted to their top school. Whatever the reason, they don’t want to risk losing their spot at a school they might want to attend. To get around this, financially able students can pay multiple deposits or commit to several universities to hold their place until they make a final decision. And— more often than not— they fail to inform universities that they won’t be attending when they do make their choice. 

 

On the other hand, there are students that don’t end up attending any school. The summer before college should be an exciting time—some spend those months shopping from their dorm and preparing to be away from home for the first time. But the reality is that many students lack necessary support required to pay tuition bills, apply for financial aid, register for classes and other daunting paperwork. This is disproportionately true for lower-income or first-generation college students, for whom the lack of support can be stressful enough to postpone or cancel college plans altogether.

 

Summer Melt poses a big issue for universities, creating disparity between incoming class sizes and the actual number of enrolled students. Because schools can’t accurately calculate their yield numbers, students on the acceptance waitlist may not be able to attend. In that same vein, it can really impact the diversity percentage of underrepresented students who are already at higher risk to “melt”.

 

Cooling the Melt

 

Recent research has identified interventions that can have a significant impact on alleviating the summer melt phenomenon and increasing college enrollment rates. But by implementing a few trusted practices, universities can do a better job at holding onto interested students:

 

Develop engaging creative

  • Connecting with students is a huge factor in minimizing summer melt. With engaging creative, you can help shape their perception of your university community and leave an impression of something that they want to be a part of.  

Strategize communications across units

  • When students are transitioned from the admissions department to orientation reps or advisors, there is often a lapse in communication. To keep them engaged and informed, create a seamless, consistent plan for each outreach touchpoint so no one falls through the cracks. Texts, emails, and physical mailers are all great ways to keep in touch with students.

Send regular, educational outreach 

  • No one likes surprises, but it’s easy for students to get swept up in the excitement of applying to their dream school without considering practicalities like cost and financial aid opportunities. Sending out emails with information like the full cost of tuition, average financial aid awards, and housing costs can help establish transparency and set expectations. 

Help students understand what aid is available to them

  • Not all students will receive enough financial aid to afford college, but there are other ways to make an education more attainable. Providing students with information of school sponsored or private scholarships they may apply for, student loan options, work studies, and more can help support students. 

Create a online checklist

  • Providing students with an interactive checklist can ensure that no one misses any important deadlines before the start of the fall semester. Online platforms like Canvas and Blackboard have features to create/upload instructional videos to help students navigate:
    • Registering for classes, getting their loans/scholarship disbursements, paying deposits, select housing, meal plans, etc. 

Schedule webinars

  • Webinars are a great way for students to get more detailed information for any questions they may have. Schedule regular webinars with admissions and orientation advisors can shine on more nuanced or specific topics. 

Offer one-on-one support 

  • Offer one-on-one support for students that need extra guidance. This could be in the form of virtual office hours/video and phone call appointments or walk-in support.

 

The Outcome
 

Summer melt will always be prevalent. But with dedication to best practices, universities can drastically improve their outcomes and hit benchmark goals. Trying new methods while doubling down on some tried and true practices can help you keep your enrollment numbers solid.