Wander Ursinus College and you’d think you had stepped into an Ivy League idyll. Stone-clad buildings overlook a sweeping lawn, which slopes to a picture-perfect, small-town Main Street. Winding paths skirt carefully tended gardens. Outdoor statues gaze raptly at midair as students stroll by, chattering on cellphones.
But Ursinus College, in Collegeville, Pa., lacks the wealth and status that allow the real Ivies to choose from among the best students in the country and to cover their full financial need with no-loan aid packages. Like the vast majority of colleges, Ursinus must not only troll for top students but also calibrate exactly how much money it will take to bring them to campus and keep them there.
In college-speak, it’s called enrollment management — a way of slicing and dicing admissions policies and financial aid to attract a strong and diverse student body while bringing in enough revenue to keep the doors open. Whereas elite colleges take merit as a given and extend financial aid only to those who need it, Ursinus offers sizable scholarships to outstanding applicants from every economic strata, including the wealthiest.
Surprised? Consider your own college search. As a parent, you look for the best academic program for your student at an affordable price — the same basic process that colleges use to attract the best students, but in reverse. The better you understand how colleges conduct their deliberations, the better you can go about yours.