11 reasons students aren’t applying to your college

College is either far too expensive, too far from home or too “elitist,” a new survey suggests. Here are eight more reasons students aren’t applying to your college.

Perhaps unsurprisingly, politics has a significant influence on where high school graduates choose to go to college, according to a survey from education company EAB. Nearly one-third of the students surveyed said they removed at least one school from their list of considerations for a political reason.

“Gen Z students aren’t just evaluating academic offerings and campus amenities,” said Pam Royall, EAB’s head of research for enrollment services. “Whether they lean left or right politically, feeling welcomed and supported is central to the college experience they want.”

The full list of reasons students might not consider your college includes:

1. Too expensive: 71%
2. Too far from home: 47%
3. Too close to home: 22%
4. College isn’t well known: 19%
5. Too elitist: 14%
6. Campus is too conservative: 14%
7. Located in a state that is too conservative: 12%
8. Did not know anyone attending: 12%
9. Campus is too liberal: 8%
10. Student protests on campus: 5%
11. Located in a state that is too liberal: 4%

EAB also asked students where they gather information about colleges. Most often, students refer to online resources, including college websites, followed by:

1. Search engines
2. Communications from colleges
3. High school resources
4. Family
5. In-person events
6. College apps
7. Friends and classmates
8. Social media
9. Adult advisors
10. AI chatbots

Using this list, the researchers recommend higher ed leaders ensure their college’s website is search engine optimized for both traditional and zero-click (AI-based) search results.

Additionally, leaders must provide academic information on their site, including resources on programs, majors and support services that can help students feel confident that they will succeed.

More from UB: Why it’s more important for students than leaders to speak out

Engagement strategy matters

The research adds that email is the best way to reach potential college applicants. Eighty-eight percent of high school students say they check their email at least once a day. However, students also want colleges to take a personalized approach to their outreach strategy.

“When I say email, I mean less automated and more personal emails with information that actually will engage me into the school and not just statistics that reflect the school positively,” said one high school student in the survey.

Here are a few recommendations for leaders wanting to redesign their email strategy.

• First, prioritize responsive email campaigns. Responding quickly to students’ signals of interest may give your college a competitive edge.
• Secondly, stay vigilant about deliverability. With email providers using machine learning to lighten their controls on inbox management, a deliberate strategy is essential to ensure your emails are not getting marked as spam. Monitor emails regularly and tailor your campaign structure to audience engagement.

Read the full survey here.