Nestled in the heart of the Berkshires, Massachusetts College of Liberal Arts (formerly known as North Adams State College) once thrived as a beacon of opportunity for students seeking a personalized liberal arts education. At its’ peak enrollment rate, roughly 2,200 students were entering the school’s gates in the late 60s and 70s.
As the years have gone on, enrollment rates have seen small dips, with no concerning swings. But today, MCLA faces a sobering reality: according to MCLA’s Factbook, enrollment has plummeted by a staggering 45% over the past decade, dropping from 1,644 students in 2015 to just 896 in the fall of 2024. What’s behind this alarming decline?
More importantly, can MCLA reverse the trend before it’s too late?
Small colleges like MCLA are struggling to attract students in an increasingly tight market. The rising cost of higher education and growing student debt have driven many young people to seek alternate paths outside of a standard college education. Trade schools, community colleges, and direct entry into the workforce have become more appealing options, cutting into the traditional four-year college pipeline.
And of course, institutions across the country have seen a decline in enrollment ever since the catastrophe that was COVID-19. Many students postponed their education as a result of the pandemic, choosing to stay closer to home or opting for online learning. On top of that, widespread FAFSA (Free Application for Federal Student Aid) delays have created uncertainty for first-generation and lower-income students, leaving many in limbo about whether they can even afford college. These systemic barriers have made it hard for MCLA to maintain its enrollment numbers.
Adding to the challenge, skepticism about the value of a bachelor’s degree is on the rise. High-paying jobs in the trade and technology sectors no longer require a four-year diploma, making students question whether the investment is truly worth it. Societal shifts have made it so that a college degree is no longer the guarantee for one of these high-paying job like it used to be decades ago. With increased flexibility in the job market and greater accessibility to certificate programs, some prospective students feel they no longer need a bachelor’s degree to succeed.
Meanwhile, larger universities with more resources are aggressively recruiting, leaving smaller institutions like MCLA fighting for a shrinking pool of applicants.
Faced with these daunting challenges, MCLA isn’t backing down. The college is rolling out an ambitious strategy to modernize its approach, starting with a revitalized digital marketing campaign. Recognizing that today’s students live in a digital-first world, MCLA is investing heavily in social media outlets, targeted online advertising, and virtual engagement opportunities to capture the attention of prospective students.
Interim TRiO Director Sherianne Stanton is at the forefront of MCLA’s efforts to make the college stand out. Her mission is clear: show students that MCLA is not only affordable, but also a place where they can thrive academically and professionally.
“We’re focusing on building direct, personal connections with students,” Stanton explains. “We want them to see that MCLA offers a supportive, affordable environment that will set them up for success.”
Stanton is also a fierce advocate for the school’s TRiO program, which provides crucial support for first-generation, low-income students, as well as those with disabilities. “If we lose TRiO, we lose a vital lifeline for so many students,” she warns, “This program is essential to making college accessible.”
It is clear that without the resources TRiO provides, many potential students might never consider applying to MCLA in the first place.
TRiO also plays an instrumental role in student retention, offering mentoring, tutoring, and financial guidance that are critical for underrepresented students. TRiO is a crucial program to help curb the enrollment crisis, because an MCLA without it would have an even more difficult time attracting and retaining students from diverse backgrounds.
Faculty members are also voicing their concerns about the enrollment crisis. Professor Kerri Nicoll, a dedicated advocate for student success, believes MCLA’s biggest hurdle is effectively communicating its’ strengths.
“It’s a mix of things. . .COVID, FAFSA delays, and shifting student priorities,” Nicoll says. “Many of our students are first-generation and come from lower-income backgrounds. If they don’t get their financial aid in time, they simply don’t apply.”
She sees MCLA as an exceptional institution, but argues that it needs to be more aggressive in recruitment. “We have an incredible community, dedicated professors, and unique programs. But we don’t always highlight them effectively,” Nicoll points out. “We need to get the word out. We can’t just wait for students to find us.”
Political science professor Samantha Pettey highlights the far-reaching consequences of declining enrollment. “This affects every part of campus life,” she says. “Fewer students mean fewer course offerings, fewer resources, and a weaker sense of community.”
She emphasizes that MCLA must embrace what makes it unique. “Our small size and close-knit academic experience are major advantages,” Pettey explains. “But we need to do a better job of making sure prospective students understand that. They won’t get this level of personal attention at a larger university.”
Beyond academics, declining enrollment has impacted extracurricular activities and student engagement. Clubs, organizations, and events that once thrived on campus have been forced to cut back due to lower participation, further diminishing the overall student experience.
Students are feeling the impact, too. Senior Stephanie Laconto-Doherty has noticed a significant shift in campus life. “It’s hard not to notice the difference. Campus feels emptier, and with fewer students, there are fewer activities and opportunities. I really hope the school can turn this around.”
For many students, the vibrancy of college life is a major factor in their decision to enroll. Without a lively campus community, prospective students may opt for other schools that offer a more dynamic experience. MCLA must find ways to enhance student engagement to make the college feel more alive and appealing.
Despite the many challenges they face in all directions, MCLA is fighting back. Alongside its digital marketing push, the admissions team is ramping up direct outreach, using personalized emails, phone calls, and text messages to guide students through the application process. The college is also strengthening partnerships with high schools and community colleges, ensuring MCLA is on students’ radars from the start of their college search.
Beyond recruitment efforts, MCLA is exploring new academic programs and internship pipelines that align with workforce demands. Strengthening career-focused education and forging deeper connections with businesses could provide students with the clear post-graduation pathways they’re looking for.
Another potential solution is offering more flexible learning options. Having more hybrid and online courses could make MCLA more accessible to students who need to balance education with work or family responsibilities. By embracing these modern learning trends, the college may be able to attract a broader range of students.
Higher education experts warn that reversing an enrollment decline isn’t an overnight fix. It requires sustained effort, creativity, and a deep understanding of what today’s students want from their college experience. MCLA must adopt more flexible learning options, innovative academic programs, and stronger ties to the community to stand out in a crowded market.
The road ahead is uncertain, but MCLA is not giving up. The institution is fighting not just for enrollment numbers, but for its identity, its mission, and its future.
As Stanton puts it, “We’re not just fighting for enrollment. We’re fighting to ensure the continued success and relevance of this incredible institution. And we’re ready to do whatever it takes.”
MCLA’s survival depends on how quickly and effectively it can pivot. The challenge is clear: prove to students—both current and future– that this college still offers the educational experience they need to thrive in an ever-changing world.
The question now is, can MCLA rise to the occasion?
