U.S. Colleges Struggle to Meet Fall 2026 Enrollment Goals, Survey Shows

A July survey of 134 higher‑education enrollment leaders found that 61 % of U.S. colleges expect to meet their Fall 2026 enrollment targets, but confidence drops sharply among smaller institutions. Only half of colleges with fewer than 2,000 students say they will hit their goals, and many report a decline in confidence since earlier in the admissions cycle.

Respondents identified campus visits, faster and clearer financial‑aid packages, and parent engagement as the three most effective levers. Campus visits were especially critical for small colleges, with 92 % ranking them among top recruitment tools. Smaller schools also rely on higher tuition discounts—median freshman discounts of 63 % versus 34 % at larger institutions—but heavy discounting did not guarantee success. Other cited challenges include brand differentiation, yield issues and affordability.