Speaking with Applicants and Admits About Financial Aid

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The 2010 Student Poll published by the College Board and Art & Science Group, LLC confirms that most college applicants are dismissing colleges from their list on the basis of sticker price, without considering net price.

The study also finds that applicants are nonetheless willing to attend a higher-priced school for:

  • Strong academics in field of interest
  • A place where they can fit in and feel comfortable
  • Prestigious academic reputation
  • Excellent record of career placement after graduation
  • Active, vibrant social life

In this article, W. Kent Barnds, vice president of enrollment and communication at Augustana College and Robert Massa, vice president for communications at Lafayette College, share their tips for smaller, liberal arts institutions on how to approach the conversation about net price and financial aid with applicants.


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