The covid-19 pandemic has wreaked havoc throughout society worldwide. The education sector, concerned about encouraging students to continue their studies, has proposed alternative actions to encourage retention, reduce dropout and motivate students and their families. This study presents an analysis of the strategies implemented in a higher education institution in the state of Puebla-Mexico to retain students and favor the emotional and psychological state that allows them to continue with their university studies. It was found that the implementation of solidarity supports such as discounts, scholarships, and the follow-up program (PASE) have contributed favorably to the retention of students and their emotional and psychological health.