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The 2024 Online Student Recruitment Report represents RNL’s second national study of the expectations and preferences of online students, and our fourth report that focuses on the graduate or online student audiences that continue to report growth in the American higher education market. RNL knows that understanding what students expect during the enrollment process, how they search for programs, how they want their courses and programs structured, why they choose the program in which they enroll, how they are using AI, and how you can apply AI to better meet their expectations is critical to enrollment growth.

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The 2024 Online Program Marketing and Recruitment Practices Report captures the results from a survey of 214 marketing and recruitment professionals. Key findings are built around five interlinked institutional imperatives that must be in place for institutions to successfully grow online enrollment and are underpinned by what online students told us was most important.

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Satisfaction assessment enables institutions to strategically and tactically target areas most in need of immediate improvement. It facilitates the development of planning and intervention priorities specific to the students being served and helps institutions examine student transactions in all major aspects of their experience, including academic, registration, financial aid, and customer service. Colleges and university leaders must understand how satisfied students are with their educational experience—both inside and outside of the classroom—to best serve those students. By collecting satisfaction data from students on a regular basis, campuses can determine where they are best-serving students and where there are areas for improvement