Texas Southern University boosts freshman retention with new academic support strategies

The Senate Committee on Finance convened on February 7, 2025, to discuss key developments and challenges facing Texas Southern University (TSU) as it navigates the evolving landscape of higher education. The meeting highlighted the university's recent successes in student retention and enrollment, as well as the pressing issues of demographic shifts and declining college attendance among young adults.

The session began with a report on TSU's academic support initiatives, which have led to a notable increase in first-time freshmen persistence rates. The university reported a rise from 57% in 2023 to 66% in 2024, with fall-to-spring persistence rates reaching 88% for the 2023 cohort and trending towards 91% for the 2024 cohort. Additionally, the four-year graduation rate for first-time full-time students increased by 10 percentage points to 19%, although this figure remains below desired levels.

Enrollment figures also showed positive trends, with undergraduate enrollment increasing by 29% and master's degree seekers rising by 31% since 2020. However, the university faces significant challenges moving forward. The first challenge is the demographic cliff, which refers to the declining population of traditional high school graduates. The second challenge is the rising percentage of 18 to 24-year-olds opting not to pursue higher education, a trend particularly concerning for black males.

The committee discussed the implications of these trends, emphasizing the need for TSU to reassess its value proposition to prospective students. Strategies to address these challenges include enhancing outreach to adult learners, identifying near-completers through university data, and forming innovative partnerships aligned with economic demand.

To bolster its recruitment efforts, TSU is establishing a robust outreach team to improve its presence across Texas and beyond. The university aims to streamline the admissions process by removing barriers that hinder prospective students and utilizing behavioral data to refine its recruitment strategies.

In conclusion, the meeting underscored TSU's commitment to improving student outcomes while addressing the challenges posed by demographic shifts and changing perceptions of higher education. The university's proactive approach aims to ensure continued growth and success in a competitive educational landscape.