In recent years, many higher education institutions across the U.S. have celebrated a significant milestone: The historic rise in Hispanic student enrollment.
Between 2005 and 2021, the number of Hispanic youth ages 18 to 24 enrolled in college doubled, from 1.2 million to 2.4 million.
Source: U.S. Census Bureau
This growth isn’t just demographic. It reflects a community’s ambition, perseverance, and collective drive that sees education as a path to social mobility.
But while enrollment numbers are rising, there’s an uncomfortable truth. Many universities still aren’t prepared to retain these students.
The issue? It’s not a lack of intention—it’s an execution gap.
While many institutions have made progress in attracting Hispanic students, few have invested equally in designing experiences that help them stay.
The result? High dropout rates, especially in the first year.
According to the National Student Clearinghouse Research Center, the first-year retention rate for Hispanic students is 63.6%, below the national average of 68.2%.
It’s not due to a lack of academic ability.
It happens because institutional culture doesn’t always reflect—or respond to—the realities of the students walking through the door.
So, what’s going wrong?
- Recruitment models that focus on academics, not emotional connection
- Translated messaging, but not transcreated messaging
- A lack of authentic representation in spokespeople, stories, and spaces
- Campaigns that overlook the role of family, which is often a central voice in Hispanic decision-making
What works? 5 Strategies That Make a Difference
Culturally Relevant Curricula
Bringing Hispanic experiences, voices, and narratives into the classroom fosters belonging.
Purpose-Driven Mentorship
Connecting Hispanic students with peers, faculty, or alumni who share their story.
Family Engagement
Involving parents, aunts, uncles, and abuelitas in the educational journey.
It’s not a marketing tactic—it’s a cultural truth.
Emotional Support, Not Just Academic
Mental health and emotional safety should be part of the institutional toolkit.
Culturally Fluent Communication
Does your university speak in English but think in Spanish?
Transcreate your messaging to resonate, not just inform.
The rise in Hispanic enrollment is just the beginning.
Real transformation happens when that enrollment turns into retention, graduation, and leadership.
Universities that understand this don’t just educate.
They build community and design the future.
Is your institution ready to rethink how it connects with Hispanic students?
At BOLD, we help marketing, admissions, and communications teams build strategies that represent, retain, and truly transform.