Although Westminster College in Fulton, Missouri, is intentionally small by design, its enrollment continues to surpass national trends. This fall, more than 238 new students joined the College, making the Class of 2029, together with transfer students, one of the three largest incoming classes in 10 years.
Understanding the enrollment cliff
In contrast, enrollment is dropping across the country. In fact, colleges and universities throughout the United States are anxious about significant declines in student numbers after 2025.
The trend is termed “the enrollment cliff” ― fewer students as a result of a lower national birth rate that took place during the 2007-2009 Great Recession. As BestColleges.com succinctly puts it, “there are, simply, fewer 18-year-olds.”
And while Westminster officials are focusing on the present and future effects of the enrollment cliff, they remain optimistic about the College’s enrollment trajectory.
Focusing on what Westminster continues to offer the current generation of students is key.
Understanding what Generation Z wants
According to Derek Zander, Westminster’s Vice President of Enrollment Management and Student Services, Generation Z seems particularly interested in the small-college experience.
“Our incoming students this year, who come to us from 10 different states and three different countries, consistently told us they were looking for a welcoming campus, where a student can be involved in various activities across campus,” Zander said. “They want a high-quality education, where they can find personal fulfillment on a number of levels, so they chose us over larger colleges and universities because we continue to offer a personalized approach to earning a college degree.”
Westminster recently reexamined its approach to supporting the whole student, focusing on the academic, social, psychological, spiritual and emotional needs of the Digital Generation. This spring, the College made a strategic decision to bring Student Services and Enrollment Management together: a step that strengthened Westminster’s ability to serve its students.
As a result, retention remains strong and stable, in line with the College’s performance in recent years.
And while some students are choosing to go directly into the work force or attend trade schools instead of traditional, four-year colleges, many continue to recognize the value of a degree from a small liberal arts college, where graduates tend to earn 25% more than their peers over the course of their working lives.
“We continue to see success by offering students a distinctive education … one where they truly know their professors and can take on multiple leadership roles while competing in athletics, belonging to a fraternity or sorority, or being involved in other campus activities and organizations, all while benefitting from an engaged alumni network that often serves as mentors for our students,” Zander reflected. “While we’re encouraged by growing numbers, we remain committed to being a small college where all students are recognized and valued for their strengths.”
Sarah Rummel Backer is the Director of Media Relations and Senior Writer at Westminster College in Fulton, Missouri. A proud Westminster graduate, Sarah has more than 20 years of experience in marketing and strategic communications in the areas of higher education, medicine, agriculture, and the private business sector.
