Universities are not immune to the effects of the slumping economy, yet many of them are reporting their highest application and enrollment rates ever, as hard times compel people to look for new ways to increase their skills. Students' efforts to improve their job prospects, along with colleges' marketing efforts, have, indeed, translated to higher enrollments--for now. But with shrinking marketing budgets and a projected worsening of the economy, no one can tell what enrollment may look like a year from today. What can be done, however, is focus on devising creative strategies for retaining students. To ensure that students stay enrolled and obtain their degrees, it must first be acknowledged that their lives are heavily affected by cultural and financial forces. They should be encouraged to develop skills, independence, and competence. Humanistic, inspirational ways of empathizing with their fears as they struggle with uncertainty and sometimes harsh economic losses should be utilized. Cardona offers nine key elements of retention efforts: (1) Validation; (2) Mentoring; (3) Recognition and Celebration; (4) Giving students a voice; (5) Practicality; (6) A culture of success; (7) Providing Resources; (8) Support; and (9) Positivity.