A new report released today by UPCEA, the online and professional education association, and Collegis Education, a higher education solutions tech-enabler, highlights the growing interest in online master’s degree programs that provide flexibility, transparency and streamlined communication in graduate programs.  Based on a survey of over 1,000 prospective graduate students, Building a Better Pipeline: Enrollment Funnel Needs and Perspectives from Potential Post-Baccalaureate Students reveals key insights for higher education institutions aiming to improve graduate recruitment strategies. 

“We are entering a period where every enrollment matters.  Enrollment growth for graduate programs has been stagnant for the past 15 years, despite the number of baccalaureate degree holders growing.  Future success requires colleges and universities to better align offerings with student preferences and communicating on their terms,” said Jim Fong, Chief Research Officer at UPCEA. “Listening to prospective students’ interests and addressing their needs provides a stronger roadmap for institutions to succeed in what will be a hyper-competitive landscape.”

Key findings from the report include:

• Delivery Preferences: Fully online programs are the most preferred format, with 71% of respondents showing strong interest, followed by hybrid formats (53%).
• Program Priorities: A specific program of study is the top consideration (54%), followed by institutional reputation (28%) and delivery method (18%).
• Communication Preferences: Email remains the preferred contact method for 47% of respondents during the inquiry process, with most willing to share basic details such as their name and email address.
• Engagement Challenges: Sixty-two percent of respondents said difficulty finding basic program information on an institution’s website would cause them to disengage. At the same time, financial concerns dominated the latter stages of the application process.

The report highlights a growing demand for master's degree programs, which 65% of respondents identified as their top interest. It also points to an urgent need for institutions to address gaps in their outreach strategies to meet these demands effectively.

“As higher education faces tightening budgets, strategic investments in program delivery and candidate outreach have never been more important. These findings emphasize the need for a fully transparent graduate search experience – from program research to application – to engage and inform students so they can see the value and affordability from the start,” said Tracy Chapman, Chief Academic Officer of Collegis Education. “Institutions that leverage data, technology, and talent can strengthen relationships with prospective students to build communication and trust.”

With graduate enrollment projected to grow by just 1.4% over the next five years, institutions must innovate to stay competitive. The report provides data-driven insights to help universities design more effective outreach and recruitment strategies, particularly in light of the 32% increase in master's program offerings since 2017, which has led to a 15% decrease in average program size.

Actionable Insights for Institutions

With graduate enrollment projected to grow by just 1.4% over the next five years, institutions must innovate to stay competitive. The survey revealed that requiring too much personal information in online request-for-information (RFI) forms often leads to student disengagement. Institutions should streamline these forms and prioritize providing clear, accessible program details–such as tuition, course requirements, and job outcomes–on their websites. UPCEA's analyses show that many institutions lack this essential information, which can deter potential applicants early in the inquiry process.

In light of the 32% increase in master's program offerings since 2017, which has led to a 15% decrease in average program size, this report provides vital data-driven insights to help universities design more effective outreach and recruitment strategies.

Methodology

Conducted in August, the survey was completed by 1,005 qualified participants. Qualified respondents were between the ages of 18 and 64, held at least a bachelor's degree, were not currently enrolled in a post-baccalaureate program, and were at least somewhat interested in pursuing further education. Nearly a quarter (24 percent) of respondents were 55 to 64 years old, 18 percent were aged 46 to 54, and 14 percent were 23 to 26 years old, showing deep interest in fully online graduate programs regardless of age.

For more information on the survey findings, download the report at https://collegiseducation.com/insights/student-experience/research-report-graduate-student-perspectives/