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As President-elect Trump prepares to step back into office following the 2024 elections, the higher education sector is bracing for what his second term might bring. Based on his previous policies and campaign rhetoric, we can anticipate significant changes.
From potential funding cuts to stricter immigration laws and a renewed emphasis on vocational training, these shifts could impact colleges and universities of all types and sizes.
These proposals signal potential shifts that could redefine how institutions operate and how students access education in the United States.
The change in leadership under the Trump administration heralded a period of uncertainty for colleges and universities, prompting concern about shifts in federal funding, policy priorities, and overall support for higher education.
In particular, potential cuts to financial aid, changes to diversity and inclusion policies, stricter immigration regulations, and a growing emphasis on vocational training collectively signal a transformed landscape
The 2024 Trump campaign proposed restructuring federal financial aid to incentivize workforce-ready programs. Aimed at prioritizing vocational training and technical education, these changes could redirect funding from traditional four-year liberal arts programs. Pell Grants and federal student loans would be more closely tied to fields deemed critical for economic competitiveness, such as technology, manufacturing, and healthcare.
The campaign suggests introducing performance-based funding models for public colleges, holding institutions accountable for student outcomes such as graduation rates and employment statistics. While advocates argue this could improve efficiency, critics warn that it may disproportionately affect underfunded schools serving low-income populations.
Public institutions—already managing shrinking state appropriations—faced additional challenges in maintaining accessibility and affordability. This compounded the existing reliance on tuition revenue, as highlighted in studies by the Cato Institute, which documented the long-term trends of rising tuition costs coinciding with declining state support.
As increasing diversity and opportunity in higher education is highly important, reducing federal financial aid could severely limit universities’ ability to support a diverse student body. This may affect first-generation college students, low-income families, and underrepresented communities, potentially widening the gap in access to higher education.
The campaign emphasized a merit-based approach to admissions, calling for the elimination of affirmative action policies. This stance reflects a broader shift away from diversity-focused initiatives, potentially affecting campus demographics and student opportunities.
Diversity brings campuses to life as students from different socio-economic, ethnic, and cultural backgrounds share ideas, perspectives, and experiences that deepen learning for everyone.
The Trump administration’s stance on diversity and inclusion initiatives could result in the rollback of policies designed to create and maintain diverse campus environments. Such policy changes might directly affect the recruitment and retention of underrepresented groups, thereby impacting campus culture and enrollment numbers.
Stricter immigration regulations are expected to make it harder for international students to secure visas, creating significant hurdles for those hoping to study in the U.S. This could lead to a noticeable drop in international enrollment, which would have far-reaching effects on both students and institutions.
Fewer international students mean more than just a hit to revenue—although the financial impact on universities could be substantial.
It also means a loss of cultural diversity, and without this global exchange, classrooms risk becoming less dynamic, and students lose out on the chance to connect with peers from different parts of the world who can help broaden their understanding of the world.
For international students, these tighter restrictions could mean putting dreams of a U.S. education on hold or even giving up on them entirely. The challenges expected are not only related to obtaining a visa; many students face uncertainty about their futures, which adds stress to an already daunting process.
Trump’s 2024 campaign heavily promoted vocational education as a cornerstone of his higher education policy. Proposed measures include expanding apprenticeship programs, providing tax incentives for employer-led training initiatives, and reallocating federal funding to support community colleges and trade schools.
A shift toward prioritizing vocational and technical education over liberal arts programs could especially impact student preferences, decreasing demand for non-technical fields. As students gravitate toward career-focused education that promises immediate job opportunities, liberal arts programs may face declining enrollment.
This trend challenges institutions that pride themselves on offering a broad spectrum of programs. Colleges and universities may need to rethink how they position and promote their liberal arts offerings to highlight their value in developing critical thinking, communication skills, and adaptability, equally important qualities in today’s rapidly changing workforce.
For students, this change might limit exposure to diverse areas of study that promote creativity, cultural awareness, and a broader understanding of the world.
It could also deepen the divide between technical and non-technical fields, undervaluing the role of liberal arts in shaping well-rounded, innovative individuals who can thrive in various careers.
During Trump’s first administration, several countries were subject to travel bans under executive orders. These restrictions, primarily justified on national security grounds, targeted specific nations. Notably, many of these bans were revised within the same year. However, certain countries with significant student populations, such as Nepal, India, Bangladesh, and Mongolia, were not included in these travel bans.
Looking ahead, the 2024 campaign’s stance on travel restrictions remains unclear. However, any future policies targeting specific regions could have profound effects on higher education institutions, particularly those reliant on students from those countries. Stricter travel bans could deter prospective students, complicate visa processes, and disrupt established pipelines of talent, particularly in STEM and research fields. Institutions must, therefore, prepare for potential fluctuations in international enrollment due to policy changes.
With shifting priorities and evolving student expectations, institutions face mounting challenges to maintain robust enrollment. By diversifying revenue, aligning programs with current demands, and strengthening student support, colleges and universities can safeguard their future and foster continued growth.
As many universities and colleges face the reality of the limitations that come with depending heavily on traditional federal aid, especially with the potential for fluctuations or cuts—they must find creative ways to broaden their financial foundation. To secure long-term stability and continue providing high-quality education, these institutions need to explore new revenue streams.
By developing and promoting fully online degrees and certificate programs, institutions can attract a broader range of students, including working professionals and international learners, who might not otherwise have access to traditional on-campus programs.
As co-founder of Coursera, Daphne Koller, points out, “…for the millions here and abroad who lack access to good, in-person education, online learning can open doors that would otherwise remain closed.”
For universities, this expansion into online education means reaching a global audience, which, logically, means more opportunities to increase enrollment and, ultimately, new revenue sources. By embracing online education, colleges provide valuable opportunities for students and simultaneously build a sustainable financial future that’s less reliant on traditional revenue models.
Collaborating with local businesses through corporate partnerships provides universities and colleges with the opportunity to develop sponsored training programs and offer employee tuition assistance, thus creating alternative income sources.
For example, public universities can partner with technology firms and develop specialized courses together so the curricula remain relevant and graduates are well-prepared for the workforce.
These partnerships, in addition to generating additional revenue, strengthen the institution’s ties with the local community and industry leaders.
Aligning academic programs with current market demands is also important for universities and colleges in order to remain attractive to prospective students and guarantee their graduates are well-prepared for the workforce. They can do so by focusing on offering in-demand programs (e.g. STEM, Healthcare) that lead to immediate career opportunities.
Introducing or expanding programs in sectors such as technology, healthcare, and business aligns educational offerings with prevailing job market trends.
A survey by ApplyBoard found that international students are increasingly interested in programs that align with in-demand careers, such as business, engineering, and health sciences. This suggests that institutions offering these programs can attract a diverse student body and address workforce shortages.
By blending elements from multiple fields of study, programs can appeal to students who have a wide range of interests and career goals. Students who might be passionate about literature, history, or philosophy can now access courses in data science, coding, or digital media.
Moreover, employers highly value this well-rounded skill set, as it equips graduates with the ability to think critically and adapt to new technologies—all of which are important in the workplace.
As tuition costs rise and federal aid potentially shrinks, ensuring higher education remains affordable is more important than ever. This way, institutions must take proactive steps to ease the financial burden and make education accessible to all.
A recent report by RNL and ZeeMee found that 82% of future students are anxious because they don’t know if they will be able to pay for college or not.
Allocating more funds toward merit-based and need-based scholarships can open doors for students from diverse backgrounds and contribute towards minimizing anxiety and maximizing excitement about attending college. Scholarships not only provide financial relief but also act as a powerful tool for attracting top talent. Enhanced scholarship programs help institutions attract high-achieving students who might otherwise choose more affordable options.
Expanding these programs shows a commitment to supporting students’ ambitions, regardless of their financial circumstances.
Offering a variety of tuition payment options can be helpful for students and families managing tight budgets. Monthly installment plans allow students to spread out costs over time, while innovative solutions like income-share agreements (ISAs) enable students to pay based on their future earnings.
Non-profit colleges, in particular, are leveraging ISAs to ensure their success is directly tied to their students’ outcomes, creating a partnership rooted in mutual benefit.
In today’s competitive higher education landscape, effective recruitment and marketing strategies are more critical than ever. With students having a wealth of options, standing out requires a personalized and strategic approach that resonates with prospective applicants and their unique needs.
A strong online presence starts with Search Engine Optimization (SEO) and compelling content marketing that targets future students, their parents, and adult learners. By optimizing your website to rank higher on search engines during all stages of the student college search process, especially when they search for your programs, you will drive brand awareness, leads, and, ultimately, enrollments.
Creating education-related content, success stories, and program highlights not only draws visitors to your site but also creates a lasting impression that builds trust and credibility. By optimizing your website with SEO best practices, you will see more changes from prospective students actively searching for your programs on different search platforms.
Digital advertising on platforms like Google, Facebook, and Instagram allows your institutions to reach specific demographics, including local, national, and international markets.
Social media ads can be tailored by interests, age groups, and location, ensuring the right message reaches the right audience. Institutions can also leverage platforms like TikTok to connect with younger audiences creatively and authentically, making recruitment efforts more relatable.
Beyond general advertising, personalized communication can make a significant impact. Email campaigns tailored to a prospective student’s interests—whether it’s a particular program or campus activity—show that the institution values them as individuals.
Additionally, hosting virtual open houses and live Q&A sessions allows prospective students to interact with faculty, staff, and current students, encouraging a deeper connection before they even step on campus.
Supporting international students cultivates a diverse campus community and maintains strong enrollment numbers. These students enrich academic and cultural life and play a significant role in the financial health of institutions. To attract and retain international students, colleges must address their unique challenges and provide comprehensive support.
Navigating the admissions process can be daunting for international students, especially when paired with the complexities of visa applications. Simplifying the application process and offering clear, step-by-step guidance can make a significant difference.
Many institutions are establishing dedicated international offices to provide personalized support for prospective students, assisting them with everything from document submission to understanding visa requirements.
Adjusting to life in a new country is no small feat, and offering programs that ease this transition is key to helping international students thrive. Comprehensive orientation sessions, mentorship programs, and peer networks can provide students with the resources and connections they need to feel at home.
Institutions are also creating spaces for cultural exchange, where students can celebrate their heritage while learning about others. Initiatives like language support, mental health resources tailored for international students, and workshops on navigating U.S. academic expectations can help students overcome common challenges.
The needs of international students don’t stop after orientation. Regular check-ins, access to legal advice for visa-related concerns, and career services that understand their unique employment challenges are vital for their long-term success.
Cultivating meaningful connections with local businesses and industry leaders helps bridge the gap between academia and the professional world. This collaboration allows students to acquire practical skills while also improving their job placement opportunities.
When universities partner with local businesses, they create a win-win scenario: students receive hands-on learning experiences, and businesses gain access to fresh talent. For example, public universities are collaborating with healthcare providers to offer internships and apprenticeships that allow students to work alongside professionals in hospitals and clinics.
Advisory boards composed of industry leaders play a key role in aligning academic programs with workforce demands. These boards bring valuable insights into market trends, emerging technologies, and skill requirements, enabling institutions to adapt their curricula to meet evolving standards.
For example, a technology advisory board may suggest integrating AI training into computer science programs, ensuring graduates remain competitive in a rapidly changing field. This approach ensures students are equipped with relevant skills, making them assets to future employers while reinforcing the institution’s reputation for producing workforce-ready graduates.
Creating a vibrant and supportive campus environment goes beyond just aesthetics—it’s about promoting a space where students feel empowered, valued, and equipped to thrive academically and personally. Investing in campus facilities and student services enhances satisfaction, retention, and long-term success, making it a cornerstone of institutional growth.
A campus isn’t just a collection of buildings; it’s a hub of inspiration and innovation. Upgrading classrooms with state-of-the-art technology, equipping laboratories with cutting-edge tools, and creating inviting recreational spaces provide students with the resources they need to succeed and recharge.
While upgraded facilities provide a physical foundation, strong student services address students’ emotional and academic challenges. Expanding access to mental health resources ensures students have the support they need during tough times, encouraging resilience and well-being. Academic advising and career counseling, meanwhile, help students chart a clear path forward, connecting their passions to meaningful careers.
Higher education institutions don’t exist in a vacuum—they are deeply affected by the policies and regulations shaping the educational landscape. By actively participating in policy discussions, institutions safeguard their interests and influence decisions that impact students, faculty, and the broader community.
Collaboration is key when it comes to policy influence. By joining forces with higher education associations, universities, and colleges amplify their voices on critical issues such as funding, accessibility, and curriculum standards.
For instance, lobbying for increased federal research grants can lead to breakthroughs in science and technology while also supporting institutional prestige. Similarly, pushing for better student loan policies can make education more affordable and accessible, directly impacting enrollment and retention rates.
Policy changes can often feel like shifting tides, and staying informed is important to navigating them effectively. Institutions that monitor legislative developments can adapt quickly, ensuring compliance and avoiding disruptions to their operations.
This way, when new regulations affecting international students are proposed, institutions that stay ahead of the curve can adjust admissions strategies and provide timely support to affected students.
By utilizing data and technology, universities and colleges can streamline operations, make informed decisions, and enhance the overall student experience. This approach improves efficiency while promoting innovation and competitiveness in a rapidly evolving landscape.
Customer relationship management (CRM) tools have transformed how institutions interact with prospective students. These systems enable universities to track and manage student inquiries, applications, and engagement, creating a seamless and personalized communication journey. For instance, CRM tools can send tailored follow-ups based on a student’s interests, such as highlighting specific programs or scholarship opportunities.
Data analytics has become a cornerstone of strategic decision-making in higher education. By analyzing enrollment patterns, demographic shifts, and market trends, institutions can make evidence-based decisions that align with student demand and industry needs.
For example, if data reveals a growing interest in technology programs, a university might prioritize expanding its computer science offerings or introducing courses in emerging fields like AI and cybersecurity.
Moreover, analytics can optimize marketing strategies by identifying which campaigns generate the most applications, allowing institutions to allocate resources more effectively.
For prospective students, choosing a college or university is one of the most significant decisions they’ll make. Institutions that clearly convey their unique benefits and the tangible outcomes they offer—like career readiness and personal growth during and after graduation—can stand out in a competitive environment.
It’s more than marketing—it’s about showing students the bigger picture. What makes your campus unique? How does your curriculum prepare them for tomorrow’s challenges? And, perhaps most importantly, how will attending your institution help them achieve their dreams?
Nothing demonstrates the value of an education better than real-world success. Sharing alumni achievements offers prospective students a glimpse of the doors your institution can open. Whether it’s a graduate leading a Fortune 500 company, breaking ground in research, or making an impact in their community, these stories are powerful proof points.
Cost is often a primary concern for students and their families, making transparency about tuition, financial aid, and potential earnings essential. Providing clear information on these aspects allows prospective students to weigh their investment against the benefits they’ll gain.
Transparent communication about return on investment (ROI) can also involve sharing data on average graduate salaries, job placement rates, and loan repayment options. For example, an institution could create a user-friendly online calculator that lets students estimate their potential earnings based on their chosen major and career goals. This can help students feel more confident about their decision to enroll.
If implemented, Trump’s 2024 higher education policies could accelerate a trend toward market-driven solutions and workforce-centric education. While these changes aim to improve economic outcomes, they may also intensify disparities in access and quality, particularly for underserved communities.
To maintain and grow enrollments, higher education institutions must adapt by finding new revenue sources, improving academic programs, and offering stronger financial support.
As policymakers and institutional leaders prepare for potential shifts, it will be crucial to balance economic priorities with the broader mission of higher education: fostering intellectual growth, promoting diversity, and ensuring equitable access for all students.
CEO, Co-Founder
Faton is the Co-founder & CEO of Manaferra and someone who wakes up every morning seeing endless possibilities to progress and help others make a difference, for the better. That thought then translates everything he does to see both the team and clients move forward.
Faton is the Co-founder & CEO of Manaferra and someone who wakes up every morning seeing endless possibilities to progress and help others make a difference, for the better. That thought then translates everything he does to see both the team and clients move forward.