Clashes of Money and Values: A Survey of Admissions Directors

Scott Jaschik:

Admissions counselors like to talk about finding the right “fit” for applicants — a great match between a student’s educational and other goals and an institution’s programs. But a new survey of the senior admissions officials at colleges nationwide finds that this “fit” is, from many colleges’ point of view, increasingly about money. As evidence of that pressure, the survey found that:
For many colleges, a top goal of admissions directors is recruiting more students who can pay more. Among all four-year institutions, the admissions strategy judged most important over the next two or three years — driven by high figures in the public sector — was the recruitment of more out-of-state students (who at public institutions pay significantly more). The runner-up was the strategy of providing more aid for low- and middle-income students.
Among all sectors of higher education, there is a push to recruit more out-of-state students and international students.