--- - |2 How and why do some college students have conversion experiences, while others do not? To answer this question, we inductively analyzed in‐depth interviews with 30 students at a residential college in the southeast who had varying conversion experiences: some never began a conversion (n = 16), some started toward conversion but ultimately did not convert (n = 4), and some completed a religious (n = 5) or nonreligious conversion (n = 5). We conceptualize conversion as socialization into new beliefs and practices, as evidenced by reorganizing daily behaviors. We extend conversion to experiences not generally understood as such. We find religious and nonreligious conversions follow the same process during college, facilitated by student organizations, demonstrating that religious conversions are not a unique transformation. Furthermore, we find that organizational context matters in conversion processes: the structural context of college allows some students, who share biographical ability, a desire to make new friends, and openness to new groups, to unintentionally join student organizations that seek to change their daily practices and worldviews. However, many students face constrained choices or structural barriers that prevent the conversion from being completed. Our research has important implications for conceptualizing conversion and for understanding the role of organizational context in conversions. - 'Sociological Forum, EarlyView. '