Here are ways successful lifelong learning programs reduce their underperforming classes and thus lower cancellation rates.
If a class that cancels two times in a row it should not be offered in the next brochure.
There is a difference on what you should do between a new class that cancels three times in a row and an older, popular class that has three low enrollments in a row. New classes that don’t run after two attempts should be eliminated or restructured. If a class has shown no signs of enrollments, it is time to move on.
Raise Price on Losers
If a class has some enrollments but is losing money, raise the price to try to get it to break even. The rationale: some people want the class, so they might be willing to pay more for the opportunity to get the class they need. There’s nothing to lose. Some programs have actually increased the price for courses in danger of being cut, because a number of your customers will gladly pay more to be able to attend the course.
Repackage the course.
If you thought the class would be popular and are surprised that there is low interest, you could consider repackaging it. Ways to repackage a class would be a new title, new description, lower the price (or occasionally raise it to show value), change the number of weeks the class is meeting, or change the day of the week or time you are offering it. All these factors play a big roll and a student’s decision to enroll in a class and if the class you are trying to offer is something students have asked for or shown interest in, maybe it is just packaged wrong.
Offer a declining but formerly popular course less often.
If a traditionally popular class has started to show lower enrollments, consider not offering it as often. Consider only offering it in every other brochure to increase demand. Like basic economic principle, if the demand for the class in going down, consider reducing the supply. Also look back at the past performance of the class and see what brochure/season it preformed best during, and only offer it in that brochure.
Consider offshoots.
Also consider off shoots of once popular classes. Consider a “part 2” or “advanced” version that you can market to the many people who have enjoyed the original class in the past.
Consider increasing promotion.
One last thing to consider if you are seeing rising cancellation rates across the board is increasing the amount you are spending on promotion. Increased promotional spending can come in many forms but in essence you are hoping that by more people seeing your brochure or hearing about the class, the enrollments will increase. Ways to increase promotion can be increasing your brochure distribution (or making your distribution more targeted), increasing marketing (both print and eMarketing), or finding other ways to become more visible in the community.