A wise man once said, “The times, they are a-changing.” Simply put, the changes brought about in the last few years – especially the most recent ones brought about by Immigration, Refugees and Citizenship Canada (IRCC) – have transformed student retention from a nice-to-have into a must-have.

And yet, despite – or because – of the constantly shifting landscape, too many Canadian higher education institutions hesitate to invest in student retention strategies.

In this short blog, we’ll explore the top six reasons they might shy away, and why each objection doesn’t always hold up in today’s academic environment. (Full disclosure: we’ve heard them all!)

1. “It’s too expensive.”

The Reasoning:
Budget constraints often push institutions to channel funds into recruitment rather than retention, under the impression that investing in new students is more cost-effective.

The Reality:
Experienced administrators know that while retention initiatives can sometimes seem like a financial stretch upfront, the long-term return on investment is undeniable. Improving retention rates not only reduces the financial burden of continually recruiting new students but also enhances the institution’s reputation and sustainability. Plus, in an era of evolving IRCC policies, a stable and satisfied student body is an invaluable asset.

2. “Our priority should be recruitment, not retention.”

The Reasoning:
Some decision-makers believe that attracting new students is the primary goal, relegating retention to a secondary, less urgent concern.

The Reality:
Seasoned professionals understand that recruitment and retention aren’t mutually exclusive – they’re two sides of the same coin. Focusing solely on recruitment can lead to (among other things) lowering admission standards in order to meet higher recruitment goals, which leads to a continuous cycle of high turnover. The effort and cost of admitting new students are constantly offset by those who don’t finish their programs. A balanced approach ensures that every recruitment effort counts, transforming new admissions into successful graduates and long-term advocates for your institution.

3. “It’s not the institution’s responsibility – it’s the student’s job to stick around.”

The Reasoning:
There’s a mindset that if a student chooses to enroll, they should also be responsible for persisting through challenges, absolving the institution of further obligation. This can lend itself to a more passive approach: waiting until students seek help.

The Reality:
Student success is a shared responsibility. Modern educational strategies emphasize holistic support – academic advising, mental health services, career planning, and more. By investing in these areas, institutions not only boost retention but also foster a more engaged, successful student community. Given recent regulatory and competitive pressures, institutions that support their students from start to finish will invariably outperform those that don’t.

4. “We don’t have a consensus for moving forward.”

The Reasoning:
Another common hurdle is the lack of consensus among stakeholders. With various opinions on the best path forward, some institutions find themselves paralyzed by indecision, often opting to delay any implementation of effective retention strategies to another time in the future.

The Reality:

While reaching consensus might be challenging, it’s often more productive to initiate pilot programs and gather data rather than waiting for complete agreement. Incremental, evidence-based actions can help bridge gaps among stakeholders, providing a clear roadmap that gradually builds a unified vision. By starting small and scaling based on proven successes, institutions can overcome inertia and drive meaningful improvements in student retention.

5. “Change is too difficult – our traditional approaches have worked so far.”

The Reasoning:
There’s comfort in sticking to tried-and-true methods. Some institutions may fear that shifting focus to retention could disrupt the status quo and require uncomfortable, radical change.

The Reality:

What’s tried and true may be working, but it’s not sustainable. Cuts to budgets and staffing means everyone is spread thin. Work smarter, not harder. Canadian post-secondary institutions have enjoyed a golden era of seemingly bottomless wells of potential students through international recruitment. Any gaps in provincial funding or domestic recruitment could be spackled over with bringing in more international students. The most recent changes to IRCC policies mean that institutions can no longer over-recruit and hope for the best. Every student they successfully recruit is going to be hard-won. Who wouldn’t want to fight to keep those? 

6. “A retention strategy has to start at the top… we’re working on it.”

The Objection:
Some institutions claim that effective student retention strategies need to originate from senior leadership, and while efforts are “in progress,” they often stall at the planning phase, waiting for top-down direction before action can be taken.

The Reality:
While leadership support is crucial, waiting for a perfect mandate can delay progress. In truth, meaningful change often starts at departmental levels and with grassroots initiatives. By empowering mid-level managers and faculty to pilot retention efforts, institutions can build momentum and demonstrate tangible results that eventually secure top-level buy-in. Those proactive steps, even small ones, can create a ripple effect, accelerating the process rather than waiting for an all-encompassing directive. After all, pots boil from the bottom, not the top.

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Wrapping up

It might be tempting to deprioritize student retention due to perceived financial, strategic, and operational challenges. 

But the evidence is clear: investing in retention not only helps to secure financial stability but also enhances institutional reputation, student success, and regulatory compliance. In the face of regulatory uncertainty and an increasingly competitive educational environment, the smart move is to prioritize student retention today for a brighter, more sustainable tomorrow. It’ll get you and all of your support services moving in the right direction.

Retention efforts make a difference.
Let us show you where to start.

Call us at (514)-250-4495 or let us reach out.