Student no-shows are on the rise in the U.K.: Here are 10 strategies on how to fight ‘summer melt’

As we head into the summer, we’re hearing from many of our partners across the U.K. yet another item on the list of worries: student no-shows. A recent Times Higher Education article noted that at some institutions, more than 10 per cent of those who accepted places fail to enrol. The financial impact—particularly in an era when many institutions are already operating in deficit or close to it—can be catastrophic.

For better or for worse, this phenomenon is quite familiar to your peers in the United States, where it is often referred to as ‘summer melt.’ We reached out to our EAB colleagues working closely with U.S. institutions tackling this issue to share their recommendations on reducing student no-shows. As always, there’s no silver bullet, but it’s worth reviewing some of these strategies to hardwire a sense of belonging and keep students committed to enrolling.

In this blog, we outline 10 strategies to mitigate summer melt through easing financial worries, maintaining positive communication, and showcasing engagement opportunities.

Address financial concerns

The cost-of-living crisis has heightened questions about the affordability and value of higher education. Many students must work to make ends meet as maintenance loans only cover part of students’ actual living costs. Help students feel better prepared financially by clearly outlining financial support services available to them and showing the value of their degree.

1. Emphasise affordability and financial support

Highlight scholarship opportunities, grants, and financial advice programmes that demonstrate your commitment to making education accessible.

2. Connect cost and benefit messaging

Anxiety around costs tends to be associated with concern about whether the price will be worth the investment of time and financial resources. Include information about students’ post-graduation outcomes when sharing programme costs—graduate testimonials and typical wages help prospective students make informed choices.

Enhance communication

Logistical details and deadlines are important to share with incoming students. However, it is easy for the excitement of starting university to wane amidst planning and paperwork. This is why U.S. universities work diligently to maintain student enthusiasm and excitement about their decision.

3. ‘Summer melt’ mitigator role

Develop a robust summer communications plan for deposited students that goes beyond the transactional nature of enrolling in university. Appoint a dedicated staff member to oversee summer communications, ensuring consistency and clarity across all departments. Remember: admitted students and parents see the institution as a single entity.

For example, the Community College of Denver (CCD) reduced student no-shows by overhauling its communications strategy to ensure students receive customised, relevant, and timely information. CCD also provides case managers to support students as they complete these action items.

4. Summer countdown campaigns

Implement countdown campaigns that mix logistical reminders with positive, supportive messages to keep students engaged and excited without increasing anxiety. Use current students to send these messages, building familiarity with student leaders on campus. Ensure that communication in the final week before move-in day is purposeful, including tips for leaving home, addressing homesickness, and making the most of Freshers’ Week.

5. Communication with parents and guardians

Host webinars and create resources specifically for parents and guardians, addressing their concerns and providing tips for supporting their children through the transition to university. Address topics like homesickness, leaving home for the first time, and being an empty-nester head-on.

Increase student engagement

Attending university will be the first time many students leave home, which is both exciting and intimidating. Students tend to worry most about the social aspects of university, especially fitting in and making friends. You can help new students overcome their trepidation about their new environment by helping them become more familiar with their new community.

6. Local engagement

Connect students with the local community by sharing social media content from popular local hotspots (restaurants, performing arts venues, sporting venues, etc.). Institutions often drive students to campus-branded social media, but what about a fabulous coffee shop off campus that students frequent? Or the local National Trust site that has a great social media presence? This helps students feel connected to their new environment before they arrive on campus.

7. Peer connections

Facilitate early connections between incoming and current students through social media, virtual events, and organised meetups in the student’s local area.

For example, the University of Chicago developed an orientation peer mentorship programme to build community and foster a sense of belonging for new students.

8. Virtual events

Offer a variety of virtual events over the summer, such as fitness classes, gaming nights, and mental health webinars, to keep students engaged and connected. These virtual engagements help students make personal connections whilst learning more about the campus culture.

9. Promote on-campus engagement

Provide accepted students access to on-campus facilities like the library or gym. Showcase the diverse range of student organisations, clubs, and extracurricular activities. Organise events for admitted students to connect with lecturers, current students, and potential peers. These early connections help students gain a sense of belonging and purpose and can overcome concerns about whether they’ll find community on campus.

10. Showcase alumni success

Share stories of successful alumni—especially those who graduated within the last five years—who have excelled in their careers and made a positive impact in their fields. Ask alumni to focus on how your institution prepared them for a successful career launch and how they transitioned smoothly into their professional roles. Film testimonials to highlight how your institution’s education and support paved the way for their achievements.

If you are interested in connecting with our team of experts to learn more about EAB’s research on reducing student no-shows and how EAB can support your institution, please don’t hesitate to submit an inquiry using the form below.