As colleges and universities look to boost student retention, many are dialing up data practices to spot at-risk students and intervene before those students drop out. A new survey by TouchNet, a Global Payments (NYSE: GPN) company, in collaboration with Higher Ed Dive’s studioID asked 150 higher education executives across the U.S. and Canada which student experiences drive or derail retention and where opportunities exist to keep students from leaving.

“Retention has been a source of distress for higher ed leaders, and the goal of this survey was to help identify opportunities to drive engagement and counter factors that often precede students’ decision to leave,” says Heather Richmond, vice president of marketing for TouchNet.

When asked which factors have a “significant impact” on student’s decision to leave before completing their degree, survey respondents pointed to emotional/mental stress (43.3%), financial hardship (41.3%), job or family responsibilities (30.7%) and perceived lack of support from the institution (29.3%), among others. Other elements like technology obstacles, inconsistent campus experiences, limited use of campus services, and lack of diversity and inclusion also ranked as having “moderate” or “significant” impact on students’ decision to leave.

It’s worth noting that before they drop out, students leave many clues indicating they’re disengaged and at risk of imminent withdrawal. Missed classes, unused dining balances, lack of participation in non-academic activities and other trackable behaviors present opportunities for early intervention before those students are lost. Many institutions are increasing student data integration and access to make that possible.

“To us, every student counts. Our data helps us understand where students are from application to graduation so we can offer the right services at the right time that would help them stay on the path toward graduation,” shares Michelle Ziegmann, associate vice president of technology services at the California College of the Arts (CCA). To that end, CCA staff from various departments can search a centralized data dashboard of student activity and campuswide trending behaviors. “If a student is missing classes but has been checking into health services more often, maybe there’s a medical issue. If they’re using more of their meal plan compared to their peers, maybe there’s a food insecurity element and we need to talk to them about financial assistance. Being able to see those connections helps us get the right interventions at the right time,” Ziegmann explains.

Compared to findings from a 2022 survey, twice as many higher ed leaders indicate they’re letting data steer business, financial and operational decisions in 2024. Most respondents (64%) use their campus ID system to track and integrate student activity data.

A full report of findings is available for download here.

Survey methodology

The survey, conducted by TouchNet in partnership with Higher Ed Dive’s studioID, captured input from 150 higher education executives in the U.S. and Canada in March 2024. Most respondents were C-suite executives employed by four-year colleges and universities with more than 3,000 students. Other respondents included leaders in student life, business services, finance, and others. The survey focused on current data practices relating to student retention challenges and opportunities in higher education.