Moravian bucks declining enrollment trend with value-focused education

Higher education is going through an existential crisis right now, said Scott Dams, vice president of enrollment and marketing at Bethlehem’s Moravian University. 

Enrollment in colleges and universities is down and there has been more scrutiny on the cost and value of bachelor’s degrees. 

But Dams said Moravian is bucking that trend and recently ranked as the fifth fastest growing college in the country with a 30% increase in enrollment over the past 10 years and 530 new, first-year students last fall. 

Dams said there are a number of factors that have contributed to lower enrollment at the nation’s colleges and universities in recent years. 

First is a decline in the population of college-aged people. 

He said there have been 15% less college age students over the past few years and looking at the demographics that decline is expected to continue into the near future. 

“When you have a significant reduction in your customer base you have a problem,” Dams said. 

Luckily, by keeping track of births and demographic trends, the higher education industry has known for 17 years that there would be a smaller number of college bound students and could prepare. 

“Some colleges, Moravian included, have been better at it,” Dams said. 

One way the school has bucked the declining enrollment trend is by addressing one of the other problems affecting higher education – its image. 

“There is a messaging problem in higher education,” he said. “There’s an idea out there that college was a lot more affordable before, which is partially true.” 

There’s been a push, by some, against traditional liberal arts colleges to more STEM-focused or career and technical schools. 

That’s led to many colleges and universities struggling, with many even closing. 

However, he said the idea that a bachelor’s degree is not worth as much is a myth. 

“When you look at lifetime earning the difference is pretty steep,” Dams said. “There’s just a need to reinvent higher education and we’ve been quietly evolving.” 

Moravian has been working to make it clearer to students, families and stakeholders that an education there will lead to better career opportunities. 

At the center of that effort is the school’s Elevate program, which he called Moravian’s signature undergraduate experience that’s now standard for all incoming students at no extra cost.  

To make sure every student starts their education on an even technology playing field it provides students with an Apple tech suite including a MacBook, iPad, Apple Pencil and Apple Watch. 

Each student has a personal career advising team that they meet with throughout their time at the school to help strategize their education and career path. 

“They’re with you the entire time to get you career ready,” Dams said. 

Curriculum includes eight digital badges tied to in-demand career skills such as professionalism, teamwork, and leadership. 

To help expand students’ horizons their tuition includes $2,600 in global travel funds for short-term international education programs. 

The school also helps students obtain paid work experiences such as internships, research and fieldwork 

He said Moravian is also providing a sort of guarantee on their education. With 98% of Moravian’s Class of 2024 landing jobs or going to grad school within 10 months of graduation, the school is guaranteeing students have the same success or it will offer support, such as help on their student loans until they get on track. 

Lastly, Dams said Moravian has been partnering its school of professional studies with corporations in the region, which he said the business community has been very supportive of. 

“Higher education has been so ripe for a change with quality programs that partner with businesses that will hire grads,” he said. “We’re making sure we meet their needs, and the employers are going nuts for it.”