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Sep 10 2025

Beyond the offer: why universities can’t afford to go quiet in August

education insight communications
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Every August, thousands of young people across the UK celebrate securing their university places and visualising the next stage of their lives. For university marketing and student recruitment teams, results day is often seen as the end of the recruitment cycle. The hard work is complete. But for prospective students, it’s just the beginning of what sometimes is an anxious and overwhelming wait.

From the middle of August until the end of September, a crucial window opens. A six-week gap where excitement mixes with uncertainty and can feel isolating, and unsupported. It’s also the point at which many universities inadvertently go quiet. Instead of nurturing relationships, they switch to logistics: sending joining instructions, accommodation packs, and enrolment information. Necessary, yes. But sufficient? Not at all.

To understand how students really feel during this pre-arrival period we asked a panel of recent UK undergraduates: “Did you have any concerns in the few weeks before starting university?” Their responses tell a compelling story. One that universities can’t afford to ignore.

  • Finances top the worry list: 53.6% of students said financial management was still a concern during this period, and over a third of all students (34.4%) felt universities should be doing more to help.
  • Fitting in matters: 51.2% worried about making friends and settling in socially, with 22.4% of all students saying this was their biggest concern.
  • Academic pressure is real: 45.2% felt anxious about the academic expectations ahead and the potential increase in workload at university.
  • Mental health needs more focus: While not the top concern, over a quarter (27.6%) wanted more support for wellbeing, potentially linked to the step-up academically, and the locational distance of their typical support network (friends and family).

What these findings highlight is that when it comes to finances, social integration, and mental health, the gap between what they need and what they receive is substantial.

Why this matters.

The August to September window is not just administrative. It’s emotional. For many students, doubts begin to creep in: Can I afford this? Will I make friends? Am I really ready? Without reassurance, those doubts can harden into detachment. Engagement at this stage isn’t about marketing, it’s about care.

Universities invest heavily in attracting applicants. But sustaining that relationship until students walk through the door is just as critical. Not doing so is a risk point. An offer is not an enrolment. Attrition can and does happen in those final weeks and it’s increasing – the current economic position and rising costs are no doubt a significant contributing factor to drop-outs. By focusing solely on the ‘nuts and bolts’ of joining, institutions miss an opportunity to deepen connection and build confidence, the foundations of long-term student success and retention.

The findings highlight a few practical opportunities for universities to approach this window differently:

  • Financial confidence, not just funding: Go beyond loan and scholarship information. Offer clear, practical financial literacy workshops, budgeting guides, and even partnerships with banks or fintechs to provide tailored support.
  • Social belonging starts before arrival: Create structured online and in-person opportunities for students to connect. Peer-to-peer mentoring, pre-arrival events, and digital communities can ease the transition.
  • Normalising the wellbeing conversation: Signpost mental health resources early. Share stories from current students on how they managed the transition and make support options visible before students arrive.
  • Keep the conversation going: Regular, personalised check-ins in August and September show students they haven’t been forgotten. Even small, encouraging touches can build trust.

The bigger picture

The journey to university doesn’t end on results day, and it shouldn’t feel like it pauses until enrolment either. Students are telling us what they need: information, connection, and support to navigate the challenges ahead. By listening more carefully to students, we can re-imagine this ‘silent period’ as a moment of genuine engagement and reassurance.

For universities, the solution is clear: nurturing offer holders through August and September isn’t just good practice. It’s an investment in enrolment, retention, and reputation.

And for students, it could make the difference between starting university with trepidation, with confidence, or at all!

 

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