A study was conducted at Schoolcraft College, in Michigan, to determine possible reasons for a drop in enrollment between fall 1994 and winter 1995. Of the 3,063 students who were enrolled in fall 1994 but did not return for winter 1995, 100 were surveyed by telephone to determine reasons for not returning, while demographic data were obtained from system files. Study results included the following: (1) for all non-returning students, 52.7% were female, 31% had not declared a major or were in general liberal arts programs, and almost one-fifth were attending college for the first time; (2) among the study sample, 45% indicated that their goal had been to earn an associate degree, while 31% cited personal enrichment; (3) 21% did not plan to return to the college; (4) with respect to what would influence them to re-enroll, students cited providing flexibility in course offerings, improved instructional quality, and financial help; (5) the most common reasons for not returning were financial difficulty, cited by 20%, and work-related issues, cited by 14%; (6) two internal factors found to affect enrollment were financial services provided to students and internal marketing efforts; and (7) external factors found to affect the college's enrollment were local employment rates and the number of high school graduates. Recommendations developed from the findings included increasing efforts to provide students with financial assistance and developing a long-term plan to use research data to increase retention. The survey instrument is appended. (KP)