How Universities Can Improve Student Retention Rates

There's a lot of talk around improving student admissions rates, but issues around student retention are just as important. According to the latest data from the Higher Education Statistics Agency (HESA), non-continuation rates in the UK have remained relatively stable, with some signs of improvement between the 2019/20 and 2020/21 academic years. This suggests that universities are making headway in supporting students through the early stages of their studies. However, challenges remain.

A 2024 report from the Higher Education Policy Institute (HEPI) found that 28% of students had considered withdrawing from university, with common reasons including financial pressure, mental health concerns, and dissatisfaction with their course. While universities can’t solve every issue overnight, there are key strategies they can adopt to better support students and improve retention rates.

Begin at Pre-Entry

Retention strategies should begin before students even arrive on campus. Open days, pre-arrival communications and online forums help prospective students build relationships and feel connected to their future university community.

Once enrolled, orientation events can ease the transition and encourage students to engage. Active learning, regular feedback and inclusive classroom practices also contribute to a sense of belonging, keeping students involved and motivated.

‍

Shape Realistic Expectations

Setting clear, realistic expectations is essential. Many students leave due to course-related issues, so transparency around course content, assessment methods, workload and career outcomes is key. This information can be delivered through blog posts, social media campaigns, emails, and taster events.

Helping students visualise their future on campus — socially and academically — reduces surprises and builds confidence.

‍

Offer Targeted Academic and Wellbeing Support

Academic support services such as tutoring, writing centres and study skills workshops can help students stay on track. Peer mentoring is another powerful tool — research shows that students often feel more comfortable approaching peers than staff.

Mental health and wellbeing services should be easily accessible and clearly signposted. Early intervention is crucial. Ensure your systems can track signs of disengagement and trigger timely support.

‍

Design Support Services for At-Risk Groups

Certain groups are more likely to consider leaving university early, including mature students, those from low-income backgrounds, and students without family support. The HEPI report highlighted that financial and emotional stress are significant factors.

Design tailored support for these students. Consider flexible learning options, emergency financial aid, and community-building initiatives for commuter students or those with caring responsibilities. Social media groups and campus-based events can help all students feel part of the community.

‍

Monitor Engagement and Intervene Early

Use data to monitor student engagement — track attendance, library usage, logins to learning platforms, and performance in early assessments. Pay particular attention to periods where students are more likely to disengage, such as the start of a new term or after exam periods.

A student success platform or modern CRM can help you centralise this data and make it easier to spot early warning signs. Automated nudges and personalised messages can prompt students to re-engage before it’s too late.

‍

Final Thoughts

Student retention isn’t about one single initiative — it’s about building a student experience that is welcoming, transparent, supportive, and responsive to the needs of diverse learners. By implementing these strategies, your university can ensure more students not only enrol, but thrive.