Crookston reports rising enrollment after pandemic lows; marketing and retention cited as drivers

Chancellor Mary Holz Clause and Sue Erickson told the Mission Fulfillment Committee that the University of Minnesota Crookston has seen enrollment gains since pandemic lows and expects degree-seeking enrollment of about 1,830 for fall 2025, with roughly 725–730 students on campus and an estimated 850–1,100 online.

The presenters credited data-driven recruitment, a one-time marketing investment of roughly $100,000 this fiscal year and reallocated staff resources for increased outreach. They said marketing tactics include targeted digital ads, segmented campaigns, TV/radio and increased presence at regional events such as FFA conventions. Presenters noted that returning student-cohort sizes from 2022 will begin graduating, so recruitment must sustain rather than add to growth.

Retention strategies cited include participation in the Student Success (formerly Persistence and Completion) Academy, a new first-year experience course, an admit-for-success approach, and academic and wellness care teams; Crookston said student-athletes account for nearly 40% of the on-campus population. Presenters warned that projected growth could bring near-capacity on-campus housing by 2030 and identified regional competition from the Twin Cities campus, North Dakota State, University of North Dakota and Bemidji State as ongoing challenges.

In Q&A, regents asked about non-degree (PSEO/dual enrollment) students and the Vetfast veterinary pathway; presenters said many PSEO students enroll online and often matriculate to the Twin Cities campus, and Vetfast had four to five students this year who can enter veterinary school while completing an animal-science undergraduate degree.

The committee did not take formal action on the Crookston presentation; the item served as an informational enrollment update.