Universities Seeking Out Students of Means

Ann McClure's picture
Thursday, September 22, 2011

Money is talking a bit louder in college admissions these days, according to a survey to be released Wednesday by Inside Higher Ed, an online publication for higher education professionals.

More than half of the admissions officers at public research universities, and more than a third at four-year colleges said that they had been working harder in the past year to recruit students who need no financial aid and can pay full price, according to the survey of 462 admissions directors and enrollment managers conducted in August and early September.

Similarly, 22 percent of the admissions officials at four-year institutions said the financial downturn had led them to pay more attention in their decision to applicants’ ability to pay.

“As institutional pressures mount, between the decreased state funding, the pressure to raise a college’s profile, and the pressure to admit certain students, we’re seeing a fundamental change in the admissions process,” said David A. Hawkins, director of public policy and research at the National Association for College Admission Counseling. “Where many of the older admissions professionals came in through the institution and saw it as an ethically centered counseling role, there’s now a different dynamic that places a lot more emphasis on marketing.”

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