Student retention is an important part of a strategic enrollment management plan. Many scholars have written about the challenges of helping students not only enroll in college but also complete their degree programs. Among students pursuing a doctoral degree in higher education administration, student retention is a popular topic. Many doctoral advisors try to persuade these students to write about something other than student retention because so much has already been written on the subject. Student retention remains an issue not because of a lack of information but because it is hard to work to create monitor, maintain, and continually enhance a student retention program. The most effective student retention programs are based on the culture and priorities of the campus. [Part 1 of this two-part financial aid series appeared in "College & University," v90 n3 2015.]