Understanding and Recruiting Adult Degree Completers

As institutions recover from the financial impacts of the COVID-19 pandemic, the need to grow and diversify enrollment and revenue has only become more pressing. To mitigate expected enrollment and revenue declines, some colleges and universities have begun to focus more acutely on recruiting adult degree completers, or students 25 and older who have some college credit but do not have a bachelor’s degree.

But recruiting adult degree completers comes with a host of challenges that differ from the challenges of recruiting traditional undergraduates—or even other adult learners.