The art and science of enrollment management has many performance indicators that drive the investment decisions of colleges and universities. Some campuses invest resources into increasing the size of the incoming class in order to increase both immediate and long-term revenues; these campuses may make investments into their marketing and recruitment budgets, or they might increase their financial aid budget for new students. Two-year colleges might be more concerned with investing in the best outreach services available to ensure access to their institutions; these campuses want to support more high school students and their families in making the decision to go to college.
However, many institutions still do not invest in student success and retention activities that can also provide an immediate as well as a long-term return on investment (ROI). In addition to the short-term gain you can achieve by retaining new students to the second term, you also realize an additional, longer-term ROI when these students continue, year after year, to graduation.