Abstract
Purpose. The purpose of this study was to identify and analyze the strategies used for recruitment and retention of National Student Exchange (NSE) students within the California State University (CSU) campuses. The study was to determine successful and/or unsuccessful recruitment and retention practices with respect to the National Student Exchange program and to determine the reasons which lead program coordinators to reject or re-use certain strategies. Methodology. The qualitative design used for this study was descriptive case study. Data were collected through an initial questionnaire sent to fifteen NSE Advisors at those CSU campuses that participate in the NSE program. NSE Advisors at five specifically selected CSU institutions who are NSE participants were interviewed. Archival data were also used. Findings. A variety of recruitment strategies were practiced by the NSE Advisors; some were shared by all of them, and some were used more frequently by most of the advisors. The success of each of these strategies was rated differently by each Advisor. As some considered these strategies highly successful at their institution, others did not believe the same strategies were as successful on their campus. Almost none of the Advisors believed they had a problem with retention. Despite an attrition rate between 20% to 55% among the five studied institutions, collectively, they did not believe that any specific retention strategies were necessary, or that anything else beyond what they currently have was needed to be in place. Recruitment and retention strategies seemed to contribute differently to the recruitment and retention of students at each studied campus. Some strategies attracted students most to inquire about the program; other strategies had little effect on student inquiry. Each Advisor differed in the strategy he or she held valuable, and acknowledged the fact that the National Student Exchange program had room for improvement. Implications. It seems that NSE Advisors tend to concentrate on the recruitment and retention strategies that they have had in place for the past three years or more. NSE Advisors should become more aware of the retention rate of NSE students and adopt additional retention strategies. They need to become more involved with the program and dedicate more time to the recruitment and retention of NSE students. NSE should become the primary focus of the NSE Advisors. Communication among Advisors for the purpose of adopting new recruitment and retention strategies as well as improving current strategies also needs to be established. Such communication will build a bridge to exchange and share ideas.