The Pulse of Higher Ed

By Dave Jarrat

For decades, the narrative in higher education has focused on expanding access. While we have made incredible strides in many areas, a quiet but profound crisis has emerged: the vanishing male student.

Across the UPCEA membership, from large public land-grants to private institutions, the data is undeniable. Nationally, women now outnumber men by approximately 60% to 40% across all undergraduate institutions (The Hechinger Report, 2025). They are less likely to enroll, more likely to stop out, and significantly less likely to return to finish their degrees. For leaders in online and professional continuing education, this isn’t just a social issue; it’s a strategic imperative.

If we are to fulfill our mission of serving the workforce and our communities, we must rethink how we recruit, support, and communicate with men. Here is a roadmap for UPCEA members to bridge the gender enrollment gap.

1. Radical Transparency in the ROI

The “Why” matters more than ever. Research suggests that many men, particularly those from working-class backgrounds, view the opportunity cost of a degree with high skepticism. According to Harvard Magazine, since 1979, the real wages of most men have fallen while women’s have risen, leading to a sense of being “left behind” (Harvard Magazine, 2025).

• Move Beyond the Motto: “Lifelong Learning” is a beautiful sentiment, but for a man working a trade or a low-wage service job, it’s too abstract. Marketing must lead with hard data: starting salaries, mid-career earnings, and specific job titles held by alumni.
• The “Debt vs. Duty” Framework: Many men feel an internal pressure to be providers. To them, debt isn’t just a financial burden; it’s a failure of their role. Address this head-on by highlighting employer-aligned tuition assistance and “earn-while-you-learn” models.

2. Bridging the “Inquiry Gap” in Financial Aid

One of the most startling findings in recent years comes from Scholarships360. While the national enrollment gap is roughly 14 points, the “scholarship seeking gap” is a chasm. Only 28% of scholarship seekers are male, compared to 69% who are female (Scholarships360, 2025).

This suggests that men are not just failing to enroll; they are failing to even attempt to find the funding that makes enrollment possible.

• Proactive Financial Counseling: Don’t wait for men to find your scholarships page. Use targeted SMS campaigns or personalized videos to walk them through the FAFSA, institutional, and 3rd-party financial aid.
• Content-Specific Outreach: The Scholarships360 data shows that male engagement spikes in STEM and trade-related scholarship categories. If you are marketing a liberal arts or general business program, consider emphasizing the technical skills or leadership tracks that resonate with these interests.

3. The “Stopout” Opportunity: Bringing Men Back

Research from the American Institute for Boys and Men (AIBM) reveals a critical nuance: men are 29% more likely to stop out than women, and 32% less likely to re-enroll (AIBM, 2025). However, when they do return, they are 17% more likely to complete their credential in the first year back.

This means your “Some College, No Degree” population is a goldmine—if you know how to talk to them.

• Concierge Re-entry: Men often cite “personal or family pressures” (45%) and “work/military/career reasons” (26%) for leaving (AIBM, 2025). Your outreach should not be a “Welcome Back” email; it should be a “Problem-Solving” call.
• Credit for Prior Learning (CPL): Men who stop out often gain significant work experience in the interim. Aggressive CPL policies that turn that experience into credits can shave months off their time-to-degree, making the math of returning work in their favor.

4. Tailored Outreach: The Georgetown and Harvard Lessons

Institutions are beginning to realize that “gender-neutral” marketing is often “gender-blind.” Georgetown and Harvard have increasingly emphasized efforts to attract military-connected students, a population that is disproportionately male. Harvard also found success emphasizing mentorship and structured wraparound support rather than just academic prestige. This shift acknowledges that men are often looking for a clear “playbook” for campus success.

• Military as a Model: Apply the “Military-Connected” playbook to other male-heavy sectors like manufacturing, logistics, and emergency services.
• Peer-to-Peer Representation: If your marketing materials only feature female students (who are, admittedly, your current majority), you are reinforcing the idea that “college isn’t for men.” Use student ambassadors who look and sound like the men you are trying to reach.

5. Modernizing the Admissions Funnel for Men

To engage male prospects, online and professional education divisions must prioritize speed and visibility where these students are most active.

• Respond with Urgency: A 2025 UPCEA study found that 44% of inquiries receive no response; for men seeking immediate ROI, this silence is an invitation to look elsewhere or give up.
• Prioritize RFI Forms: Direct email is a “black hole,” with 62% of messages to staff going unanswered. Use RFI forms to ensure men enter automated nurturing sequences. 
• Automate with Heart: Use your CRM to trigger immediate, program-specific follow-ups. If he looks at a Cybersecurity program, he should receive a link to a “Day in the Life” video of a male alum in that field within minutes.
• Optimize for AI Search: With 50% of prospects using AI tools weekly to research programs, your institution must be discoverable in AI-generated overviews of the programs male students search for most.
• Leverage Conversational AI: Implementing AI chatbots provides the instant, personalized answers required to convert high-intent leads before they lose interest.

The Bottom Line

The decline of men in higher education is not an accident of history; it is a response to a system that many men feel no longer serves their specific needs or economic realities. As online and professional continuing education leaders, we are uniquely positioned to fix this. By emphasizing ROI, simplifying the financial aid path, and providing flexible, career-aligned pathways, we can bring men back to the table.

Dave Jarrat serves as a Senior Fellow for UPCEA and as a Strategic Advisor to a broad range of higher education institutions and organizations, including the University of Cambridge, Edquity and Scholarships360. He is a social impact executive focused on improving educational opportunities and outcomes for historically underrepresented populations.