Operationalising belonging: A Five Why Framework for enrolment growth in higher education

Institutions of higher education continue to face enrolment volatility shaped by demographic contraction, affordability concerns, financial aid disruption, and rapidly changing student decision-making behaviours. While many institutions have responded by increasing awareness-based marketing and volume-driven recruitment activity, fewer have successfully converted engagement into sustained enrolment growth. This paper examines how the University of Idaho operationalised belonging as a measurable enrolment strategy, contributing to four consecutive years of enrolment growth during a period of national uncertainty. Using a Five Why Framework focused on culture and priority, value proposition, awareness and storytelling, experience and connection, and infrastructure and data, this case study demonstrates how belonging can be embedded earlier in the recruitment funnel and translated into measurable outcomes. Findings are informed by institutional practice and a 2026 prospective student survey of 953 respondents conducted in collaboration with ZeeMee. The paper offers practical guidance for advancement and enrolment leaders seeking scalable, human-centred enrolment strategies. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.