President's Message | Fall 2025

Across the country, universities have been preparing for what many in higher education have called the "2025 enrollment cliff." 

For years, demographic trends pointed to a sharp decline in the number of high school graduates beginning this fall. Many institutions anticipated significant enrollment losses, followed by reductions in budgets, staffing and academic offerings. Sadly, those predictions have come true for some campuses. 

At South Dakota State University, however, we chose a different path. We recognized the challenge years ago and worked tirelessly to position ourselves not only to withstand the decline but to thrive in the face of it. Today, I am proud to say that our preparation, commitment and belief in the power of our land-grant mission have placed SDSU in a position of strength. 

Our strategy was comprehensive and forward-looking. First, we focused on recruitment. Through enhanced marketing and expanded outreach, we shared the story of South Dakota State with more students and families than ever before. Prospective students learned about our nationally respected programs, the welcoming environment of our campus, and the opportunities that await them as Jackrabbits. By presenting SDSU as both an excellent academic choice and an affordable, supportive community focused on student success, we expanded our reach across South Dakota and beyond. 

Equally important was our attention to continued retention and academic excellence. We know that the journey from freshman to sophomore year is one of the most critical transitions in a student's academic career. To support that transition, we expanded the resources available through the Wintrode Student Success and Opportunity Center. From tutoring and advising to career exploration and personal development, the center has become a hub of support that helps students establish the habits and connections that lead to long-term success. These efforts are paying dividends. Last year, SDSU achieved the highest retention rates in the university's history and has continuously retained more than 80% of those students annually for multiple years in a row. 

We also understood that students and families are increasingly focused on career pathways. To meet workforce demand and provide opportunities in high-impact fields, we launched new programs, particularly in education, accounting, veterinary medicine, healthcare systems engineering, respiratory care and concrete industry management. These programs respond to pressing state and regional needs while creating pipelines for students to pursue meaningful careers. Industry leaders have welcomed these initiatives, recognizing SDSU as a key partner in preparing the next generation of professionals. 

The results of these collective efforts continued to provide our university a solid foundation. In fall 2024, we welcomed the largest freshman class in our history. This year, when projections indicated we should see a sharp decline, our enrollment has remained stable. Our students are engaged in their learning, our faculty remain deeply committed to their teaching and research, and our graduates are being recruited into careers that serve South Dakota and the world. 

None of this would be possible without the dedication of our entire university community. Faculty, staff, alumni, industry partners and friends of the university have all contributed to this moment of strength. Together, we anticipated the challenge, adapted and created the conditions for SDSU not only to endure but to lead. This resilience is a hallmark of our identity as a premier land-grant university. 

Looking forward, we know new challenges will come. The landscape of higher education will continue to evolve and be challenged, and the needs of our students, communities and industries will grow more complex. It is our responsibility to remain nimble, to anticipate the changes ahead, and to develop innovative solutions while maintaining the quality of education that has defined South Dakota State University for more than 140 years. 

I am proud of how we met the enrollment challenge, and I am confident in our ability to meet whatever comes next. Thank you for being an alum, supporter or friend of South Dakota State University. Your belief in our mission strengthens our resolve, and I look forward to seeing many of you soon as we celebrate the continued success of our Jackrabbits family. 

Sincerely,

Barry H. Dunn
President