Digital Misalignment with Prospective Students Could Be Costing Colleges Millions, New RNL Study Warns

Campuses Risk Missing Enrollment and Revenue Goals by not Engaging Teens the Way They Expect, RNL Study Finds

CEDAR RAPIDS, Iowa, June 23, 2025 /PRNewswire/ -- Colleges can reach today's students, but only if they rethink how they connect. A new national study from Ruffalo Noel Levitz (RNL), in partnership with Halda and Modern Campus, reveals that high schoolers are active, engaged, and responsive across digital channels, but colleges are missing the chance to connect with those students in the right channels and in ways that are more personalized, relevant, and impactful.

The 2025 E-Expectations Trend Report, based on responses from more than 1,500 students in grades 9–12, outlines a critical disconnect between student behavior and institutional engagement. The result? A missed opportunity with lasting financial consequences at a time when effective student recruitment is more critical than ever to campus fiscal health.

"Enrollment has become a critical driver of institutional stability," Dr. Raquel Bermejo, Associate Vice President for Market Research at RNL. "Colleges that fail to modernize their engagement strategy risk more than empty seats. They risk long-term fiscal instability."

Key Findings:

• The college website remains the top resource, yet frustrations remain: 91% of students use campus websites to research institutions, yet 1 in 4 students say it is hard to find information about specific majors or programs.
• Students are embracing AI more rapidly than institutions: 68% of students have used AI-powered chatbots, with 74% finding them helpful—and with 9^th and 10^th grade students the most likely to use them.
• Students live online but still use many offline resources: 80% of students use in-person visits, and 33% of students still prefer to receive information via printed materials from colleges—showing the need for a layered, cross-channel approach.
• Email isn't dead, it's essential: 87% of students check email weekly; 74% prefer it for college communications; and 50% will open emails to learn more about a school
• Instagram is a missed opportunity: 63% of students use the platform, yet nearly half report they never see college content.
• Virtual experiences are now standard: 65% of students say a virtual tour increased their likelihood of applying.
• Students love personalization but also value privacy: 61% favor personalized content, but they are also judicious about sharing their personal information, with 59% open to sharing email but only 32% willing to share their home address.

Demographic declines, political pressure, and budget shortfalls have put higher education in a fragile position. But this report offers a clear path forward: colleges that align their communication channels and content with student preferences can not only boost enrollment but strengthen their revenue.

"Thriving institutions are those that approach student engagement with the same focus and discipline as any core business function," Bermejo said. "These findings aren't just trends; they're a call to action."

Bermejo and others will also present on these findings at the 2025 RNL National Conference, July 22-24 in Atlanta, Georgia. Multiple sessions will delve into the data from the report, and the conference also features over 100 sessions on undergraduate enrollment, graduate enrollment, financial aid, student success, and other key topics. See more details about the conference and sessions at RNL.com/Conference.

Access the full 2025 E-Expectations Trend Report at RNL.com/Expectations.

About RNL
Ruffalo Noel Levitz (RNL) is a leading provider of strategic enrollment and fundraising solutions for colleges and universities. With a legacy of data-driven innovation, RNL partners with institutions to attract, engage, and retain students while helping them grow their financial sustainability.

SOURCE Ruffalo Noel Levitz