2026 began with a tough Q1 for higher education. Here’s what colleges and universities can do to thrive in fall.
With Q1 of 2026 in the books, we can now look back and say it was challenging. We call it an “Empire Strikes Back” quarter where we are beat up and things definitely could have gone better, but there’s optimism for things to come. Here’s what happened in Q1 that made us take notice and what can be done to adapt:
Q1 2026 was a challenge
Many institutions are bracing for a decline in international enrollments in fall 2026; especially those who rely heavily on the financial benefits of international enrollments. Applications from international students coming to the US are down. This can be seen in the 36 percent drop in F-1 visas issues in Summer 2025 compared to the year prior. (source: The PIE News) One might argue that summer intake isn’t significant in the larger picture, but in response we would say it is an indication of possible things to come. A drop in student visas issues in summer could easily predict a similar drop in student visas issued in fall. And a 36 percent drop is huge!
Morale is down across the industry as a result of budget cuts, which has a knock on effect of layoffs. It is impossible to scroll LinkedIn without seeing #Opentowork or an update of someone being laid off. Anyone who works in higher education can attest to the fact that Q1 brought about layoffs. In Michigan one state institution that had to make the tough decision to eliminate 99 positions as a way to meet budget needs that saw a 9 percent drop (source: Forbes).
How to thrive in fall 2026
- Focus on conversion
High enrollments should be the focus for every institution for fall 2026. We advise schools focus on lead conversion efforts. Banner, Slate, Salesforce / TargetX, and Microsoft Dynamics are the common CRMs in higher education, and each can run reports on conversion as students go from lead to applicant to admitted to enrolled.
- Minimize melt
Melt is the term that describes students who enrolled but didn’t show up. Look at past years’ data to see why your institution lost enrolled students and see if it could be fixed. Sometimes engagement with a current student, a campus tour, or even just recognition from the admissions director could make the difference.
- Be engaged on social media
Of all the tools to help grow enrollments, social media is the most overlooked in our opinion. Your current and future students live online and value the sincere value of opinions (looking at CEOs of fast food restaurants when we say this). Use social media to show every student is of value.
