Enrollment Strategy
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You’ve celebrated this year’s deposits, but don’t get too comfortable yet. For higher ed enrollment leaders, the real challenge comes after students commit. It’s what happens in the weeks and months following their deposits that determines whether or not those students show up in August.
Here lies the danger of summer melt, a pervasive problem that can impact 10–20% of deposited students at many institutions. These are students who, despite showing intent to enroll by submitting a deposit, fail to actually complete their enrollment. And here’s the thing—summer melt is on the rise, affecting schools of all sizes and types.
But there’s hope. By proactively taking personalized steps now, you can build confidence, address concerns, and help students and their families stay committed. Here’s a comprehensive guide to understanding, addressing, and ultimately stopping summer melt.
Why Summer Melt is Getting Worse
Summer melt continues to hit first-generation, low-income, and underrepresented students the hardest. These students often face challenges like financial struggles, logistical headaches, and limited support systems, making it tough to make a smooth transition into college.
The enrollment process doesn’t help either. Financial aid issues, FAFSA delays, and poor communication from schools can make the whole thing feel overwhelming, leading many students to give up altogether.
Things have only gotten trickier with recent economic pressures and policy changes. Take the 2024–2025 FAFSA delays, for instance—by mid-March 2024, less than 40% of FAFSA forms had been processed, compared to the usual 85% by then. These delays leave students unsure about their college plans, adding even more stress.
By understanding these challenges, we can spot the risks early and step in to help before students fall through the cracks.
The Non-Linear Enrollment Journey
Today’s students don’t follow a straightforward path from inquiry to enrollment. For enrollment teams, this changes the game. A deposit is no longer the culmination of the admissions process; it’s a checkpoint in an ongoing, winding decision-making process.
Even after putting down a deposit, uncertainty can still weigh heavily on a student’s mind. Take Sarah Student, for example. She’s signed her commitment letter to her dream college, but doubts still linger. Financial aid hasn’t been finalized, and she’s worried about how she’ll cover the costs. On top of that, the housing process has been confusing, leaving her unsure where she’ll live come fall. And then there’s that nagging question: is this school the right fit?
As the summer months roll on, Sarah starts to consider alternatives. Maybe attending the local community college would be a smarter option—it’s cheaper, closer to home, and feels less overwhelming. Until these barriers are addressed, her decision remains uncertain. Her deposit is just one step in a much larger, more complicated process.
What This Means for You
Your work as an enrollment leader doesn’t stop after the deposit. You have to maintain consistent communication, check in on progress, and anticipate potential obstacles to keep students engaged with your institution.
Personalization as a Strategy for Preventing Melt
Students want to feel noticed and valued. Sending generic, one-size-fits-all emails just won’t give them the sense of confidence or belonging they need, especially during such an important time. And let’s not forget their parents—they play a big role in decision-making too. They expect personalized, proactive communication. And why wouldn’t they? It’s what they’re used to in so many other parts of their lives, thanks to modern tech.
Ideas for Personalization
Here’s how your institution can deliver a human touch:
Segment Your Audience
Get to know your deposited students by grouping them based on things like first-gen status, program interests, financial aid progress, or how engaged they've been so far.
Send Dynamic Email Content
Make your emails stand out by tailoring the message to what each student needs. Send a checklist for first-gen students or a warm welcome from their academic advisor with next steps.
Engage Through Peer Connections
Why not have current students or recent alumni reach out with quick voice notes or short videos? A friendly "welcome" to a program or club goes a long way in making new students feel at home, and helps foster early connections to ease any doubts they might have.
Tap Into Tools Like Halda's Student Recruiter
Tools like Halda's AI Student Recruiter make it easier to manage recruitment and connect with students at the right time through one-to-one interactions. With 24/7 engagement and conversational AI through SMS, email and voice, Student Recruiter can connect with prospective students immediately—answering FAQs, suggesting program guides, and prompting them to schedule a call if the question requires a human touch. Because it’s AI-driven, it’s always learning, always refining, and never forgets a piece of data.
5 Steps to Take Before May 1
We know, it’s close. But there’s still time to roll up your sleeves and take action, even into the summer. Here are five simple but effective strategies your team can put into motion:
1. Do a "Melt Risk Check"
- Take a look at key data—like financial aid progress, housing applications, and engagement metrics.
- Spot students who might be at risk, like those who haven’t finished important steps or haven’t visited your portal in a while.
- Assign team members to follow up and give those students an extra nudge.
2. Start a Personalized Yield Campaign
- Send friendly texts, emails, or even short video messages to remind students why they chose your institution. Highlight what makes your campus special and what’s coming up next.
- Include clear next steps, like "Set up your .edu email" or "Meet your orientation leader," to keep them moving forward.
3. Get Ambassadors Involved
- Have current student ambassadors connect with incoming students one-on-one or in small group settings.
- Host casual virtual panels, like "Real Talk" Q&A sessions featuring students of color, first-gen students, or athletes, to help new students feel like they belong.
4. Tackle FAFSA and Financial Aid Questions
- Cuts to the U.S. Department of Education have significant implications for financial aid programs that support incoming college freshmen, particularly those relying on federal assistance like Pell Grants and student loans. Be up front about those potential implications, and address what you can, even if you don’t have all the answers.
- Put together a simple FAQ for common financial aid concerns and follow up with emails explaining what students can do while they wait.
5. Celebrate the Wins
- Cheer students on when they hit milestones, like registering for housing, submitting immunization forms, or signing up for orientation.
- Send congratulatory messages or give them a social media shoutout (with their permission, of course) to make them feel proud and connected.
These steps can make a big difference in keeping students on track and excited about coming to campus.
Keeping the Momentum After May 1
Once Decision Day passes, the work continues. The months before move-in are key to keeping students excited and on track.
Stay Connected
Get in the habit of checking in regularly—share updates, send friendly reminders, or just let students know they can ask questions anytime. Keep communication easy and open so they feel supported and comfortable reaching out whenever they need.
Watch for Red Flags
If a student is missing deadlines, not responding, or struggling with unexpected issues, it might be a sign they need some extra help. That’s where a "melt response" plan comes in. This means having counselors or staff personally check in with these students, offering guidance and support to help them get back on track.
Build Confidence, One Student at a Time
The time between a student’s deposit and move-in day is full of chances to build their confidence. By reaching out with proactive, personalized steps and staying in touch throughout the spring and summer, you can help reduce melt in a big way.
Take some time in the days ahead to run a melt risk audit and make a plan to keep students on track. They’ll be glad you did when move-in day rolls around.
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