Finding new ways to recruit the ever-elusive non-athlete

Conner Ellinghuysen

Director of Admissions, Buena Vista University

The views and opinions expressed are those of the author and do not necessarily represent the views or opinions of EAB.

The enrollment cliff of 2025 is widely regarded as one of the biggest topics in college admissions. Many colleges have looked towards adding new programs or growing roster sizes; however athletic roster sizes can only grow so much. With this in mind, one important question emerges. How does a small, private, rural university like Buena Vista University recruit more non-athletes?

Between 2025-2030 it is estimated that there will be an 11% decline in 18-year-olds. And if that is not bad enough, it’s estimated between 2020-2035, there will be a seven percent decline in the demand for a college degree. This decline is just one challenge that colleges in rural settings face in the struggle to recruit non-athletes due to perceptions such as:

• There are no internships or job opportunities.
• It’s too expensive.
• There are not enough academic opportunities.

When thinking about non-athletes, there are three core areas of non-athlete decision-making:

1. 1. Affordability: Affordability remains one of the most important factors for students choosing a college. 55% of students identified their parents/guardians as their top source when searching for info on colleges, and parents/guardians’ biggest concern remains cost.
   2. Belonging: Belongingness is linked to student recruitment, student success, and persistence. Gen Z students desire personalized communication.
   3. Academics: There is greater pressure on higher education related to ROI and students often are unsure what colleges offer for career readiness.

So, what is the solution? The ABA Model. This model is the idea that colleges must address affordability, belonging, and academics—in that particular order—to help non-athletes see the value in their school, and ultimately help them increase their yields.

Affordability

• Address affordability beginning junior year for both students and parents through personalized messaging.
• Address financial aid and FAFSA myths through direct communication such as scheduled calls with students and parents or during campus visits.

Belonging

• Connect prospective students with current students in areas of interest.
• Use current students to drive on-campus visits to share their experiences.

Academics

• Engage faculty on campus to be partners in recruitment efforts.
• Include faculty for on-campus visits and events to show academic opportunities and outcomes to prospective students and families.

Being part of this fellowship and completing the capstone project is an important challenge. Colleges across the country have faced financial and enrollment strains, making strategic thinking crucial for survival. The project has helped rethink the non-athlete strategy for sustainable enrollment without overextending rosters.

My capstone partner, Matt Stiegemeyer, and colleagues Melissa Dentch and Kate Milani provided valuable support and resources. Overall, this opportunity was a wonderful experience.