College enrollment is declining largely due to the falling birth rates over time. However, it would be an oversimplification to say that it is as simple as more factors are affecting enrollment. For example, other reasons include the cost of living, the cost of college against public perception of the value of degrees, and fewer international students coming to the U.S. to study due to recent government policies and restrictions. With all these factors at play, we may see more strategies and policies geared at enrolling military-affiliated students.
Why? The military-affiliated learner is a demographic of the population that comes with educational benefits, strong workforce experience, and the tenacity to succeed in post-secondary education.
Partnerships and Recruitment Collaboration
Colleges and universities are partnering with non-profit organizations and industries to help fill the enrollment gap and sustain students through graduation and beyond.
Longitudinal Veterans Metrics Initiative trends showed that veterans were likely more persistent and academically successful in terms of financial, health, vocational, and social well-being. For example, the Service to Service initiative, a national pilot program comprising 20+ higher education institutions, launched last Fall and is expected to facilitate public service educational programs and job placement. Some of these institutions include George Mason University, Brown University, Indiana University, and the University of Central Florida.
Non-traditional students, like military-connected students, look promising to higher education institutions as many have coursework, training, and experiential learning under their belts, but no college degree yet. According to Unlocking Potential: Strategies for Recruiting and Supporting Veterans on the Path to Success in College, colleges and universities should “identify students with the financial capacity and determination to complete academic programs” in their marketing strategies to gain prospective students. We can anticipate more recruitment efforts on or near military bases and online, including social media, to attract military learners.
Approximately 200,000 military service members transition into civilian life annually, with many seeking their next move by revisiting their academic and career goals.
A 2025 American Enterprise Institute report also suggested that the most effective point of intervention for veterans is when they are actively transitioning and engaged in resources within the first two years. This research encouraged colleges and universities to market their education services and career resources to junior enlisted personnel in addition to TAP on military bases.
Military Student-Centered Support
It is important to stay vigilant and do research before committing to a school that claims it is military-friendly. Remember, before the Higher Education Act financial loophole closed in 2022, many military-connected students became victims of aggressive and fraudulent marketing by predatory for-profit colleges. As we continue to see an enrollment decline, be sure to look for positive signs that your school is invested in supporting military-connected students.
- Expanded financial support: Colleges and universities can help prevent students from paying out of their pockets and help with costs not fully covered by government educational benefits through programs like Yellow Ribbon. Consider which ones add scholarship or discount opportunities uniquely tailored to the military community.
- Military Transfer Credit: Provide clear policies regarding the recognition of military training, courses, and work experience relevant to their program of study. Good schools understand how to guide students with their transfer credits so that it does not impact them negatively.
- Academic Program Success: Ask what academic policies are in place to support the flexibility needed to complete the academic work (e.g., priority registration). There should be different modalities for learning available, such as online or hybrid learning.
- Engagement with Military-Connected Students: Colleges and universities with a military student-centered approach visibly have centralized campus and off-site dedicated programs and offices of resources and tailored counsel. They create a sense of belonging among peers to feel more “seen” in their communities and demonstrate evidence of student engagement.
In terms of career readiness support, nonprofit and private sectors have been delivering programs to meet this need. In this 2024 RAND study, 95 percent of the federal transition programs focus on retraining, upskilling, certification, or education programs rather than employment. Services tied to transparent employment outcomes should be the determining factor in effective performance. While thousands of nonprofit, nongovernmental organizations provide customized career and workforce support, more colleges and universities are stepping up to create military-centric programs. Columbia University’s Center for Veteran Transition and Integration is a great example of this.
Using the Military Community as a Solution to Declining Enrollment
Military-connected students make sense as a reliable solution to the declining enrollment problem across colleges and universities. Colleges and universities will need to continue to evolve and innovate to stay resilient to enrollment changes, and are encouraged through research to leverage the military student population.
The military community tends to bring more financial options than their civilian counterparts, making them an attractive student demographic for marketing and recruitment strategies. With that said, be careful of what is being sold to you, the military-affiliated learner, as you can either become the next victim of marketing foul play or the beneficiary of amazing programs that are delivering on their promises of personalized ‘wrap-around’ academic and career services.
See Intentional Questions to Ask Your College and Tips for College-Bound Veterans Using Post-9/11 GI Bill for additional information and resources to support your next decision about your academic and career goals.
