Why Do Some Colleges Become Popular?

In February, I tallied up where my students applied in Top States For ‘23 Grads? My colleagues across the US are finding similar results. Large schools in the southeast are enjoying record-breaking numbers of applications, while the popularity of some small liberal art colleges, especially those that are less selective, has declined.

Some attribute this to the relative openness of these southern schools during the pandemic, but many of them still have vaccine mandates, so that’s not entirely the reason. Warm weather, rah-rah sports, and high-spirited Greek life seem to be the draws. As schools grow more popular, their admissions rates drop. Auburn’s popularity soared to an all-time high 48,000 applications, up 5% from last year when their admissions rate dropped from 71.1% to 43.7%. In last week’s blogpost, I detailed how the University of Tampa doubled in size and boasted a low admit rate around 26% this year.

However, this might be changing in the future as many students are now unwilling to go to the South for political reasons. According to this article in Inside Higher Ed, 1 in 4 students consider politics in their decision. I personally do not see that many of my students are motivated one way or the other by politics.

Sports success matters: listen to The Flutie Effect to learn why. Just by making the Final Four, NCAA basketball teams allow themselves to have $1.2BB in free advertising over the course of those two weeks. The University of Tennessee became more selective this year based on last year’s football success. After March Madness, expect San Diego State University, Furman University, and Florida Atlantic apps to increase next year. Several of my juniors have already added FAU and SDS to their lists!

Just remember that out of thousands of US colleges where students can earn a valuable degree, only about two hundred admit fewer than 50%.

"How will you be remembered at your school five years from now?"

A speaker posed this question in a recent webinar. While being remembered five years from now may seem impossible, the examples given were not farfetched. Leadership in high school certainly counts, but standout activities require a commitment to something beyond winning a game, being in the marching band, or serving on the prom committee. When applying to the most highly-selective institutions, what’s needed is a well-developed profile and intellectual curiosity–in action.

What matters? Do something that is not commonly done, make your mark, and do it sincerely. If that doesn’t resonate, think more deeply.

In the wake of the pandemic, when school halls were emptier and the mood was depressing, one of my students spearheaded a plan to paint an uplifting wall mural and enlisted other artists to help. A few years earlier, another student developed materials to tutor students for APUSH, then trained tutors to keep the program running after she graduated. One of my current students is running a financial literacy program for low-income students in his area. Before graduating, he can engage other students to keep it going. Any student can create such a program in any subject. Other recommendations to help underserved communities were creating a traveling library and raising money for library computers.

Involvement in political causes demonstrates critical thinking and the confidence to enact change. Students who are passionate about our environment might lobby for meatless Mondays or create a race fundraiser for an environmental (or any) cause. Several of my students served as high school liaisons on their towns’ Environmental Commissions, implementing initiatives and recruiting volunteers. Campaigning for a candidate, achieving prominence in Model UN, and targeting the issues you care are just a few of many acts that can make you memorable…maybe even for five years.

And the winner is…

During lunch with our new local admissions rep in November, I was shocked to learn that the University of Tampa's population has roughly doubled in ten years. I’ve watched the school grow more popular each year, but more applications don’t usually translate to that kind of growth. Stories about students unable to secure housing seemed to be related to pandemic restrictions, but they continued. While Covid may have been a factor in 2020 and 2021, the reason today is that admissions received 44,365 applications to fill 2,400 spots. Over 1000 students were offered the waitlist.

If you wondered why you were waitlisted by the University of Tampa, a school you counted as a likely, now you know why. (Don’t take it personally–it’s never about you, but institutional priorities). Each year, Tampa becomes more selective as more applications roll in.

It’s not surprising that students, 70% from out of state, are attracted to a beautiful, midsized campus on the waterfront that offers a high quality of life. A new tech building, housing data science and cybersecurity, was recently added to already-impressive facilities for business and the arts. There are 200 majors, an Honors program with exclusive housing, 20 restaurants, 21 D2 sports, and access to a city offering internships and nightlife.

For the first time, Tampa’s admit rate dropped below 50% in 2022. This year’s admit rate was 26.9%, not so different from Tulane’s longtime pre-pandemic number.

How will the Tampa admissions office handle the tsunami of applications likely to roll in from the class of 2024? For the first time, an ED option will be added to the choices of rolling and early action. The University of Vermont found ED to be an effective enrollment management strategy this year. They admitted 85% of the 400 ED applicants and even awarded them merit aid.

So if you love the “very popular” University of Tampa, the news is that it’s no longer a likely for many applicants. Consider applying ED.