News, Views and Careers for All of Higher Education
March 27, 2007
Merit scholarships have a real impact on the yield of top admitted students, but unless those scholarships are exceptionally large, the yield is likely to remain small. That is the conclusion of a new study of an unusual experiment in which a private college created a random sample and control group to test the effectiveness of merit awards.
The rapid growth in merit scholarships has been controversial: Many institutions (public and private) say that the awards allow them to better shape their classes and to attract talented applicants who might otherwise go elsewhere. Yields — the percentage of accepted applicants who enroll — go up. Critics have said that merit scholarships may help institutions, but don’t truly help students (most recipients of merit scholarships have many options) or broad social needs in higher education (the merit awards divert attention and funds from the needs of low-income students). Amid this debate, many institutions are standing by their merit scholarships, while others are scaling them back or abandoning them.
In a study released by the Cornell Higher Education Research Institute, James Monks notes that there is relatively little research on the true impact of merit scholarships. That’s because the institutions that offer them tend to do so as part of very specific strategies that they want to execute, so they focus available funds on those applicants that they most want, and comparisons to other groups of applicants aren’t valid. Monks is associate professor of economics at the University of Richmond and one of his research areas is the economics of higher education.
In his study, Monks took advantage of the decision of a private university to undertake a true experiment with merit scholarships. This university decided to offer $7,000 renewable merit scholarships (about 17 percent of tuition, room and board and fees) to 230 of its top rated applicants. But rather than offer the grants to those at the very top, the institution offered them completely at random to a subset of a larger group of applicants who had been identified as being at the top of the pool of those admitted. The pool excluded those who were receiving any need-based financial aid or other merit scholarships. There were 319 admitted applicants who were thus judged equally desirable as the first group, but who by random choice received nothing extra from the university.
Some previous research on student behavior with regard to scholarships has suggested that their impact goes beyond financial to the perceived “scholarship” or “price illusion” effect, in which students feel good about being identified as being special or saving money, and so may be responding to more than the money. And this of course extends to parents, Monks notes, since a merit scholarship for a child can lead to “cocktail party bragging rights.” To include these not-strictly-financial factors, the students in the group receiving merit awards were told that they had been identified as being “exceptionally talented even among a deep pool of outstanding and accomplished students.” The merit scholarship was termed an Academic Recognition Award.
An additional wrinkle: The $7,000 merit award matched the size of a one-time tuition increase the university had made in 2005, as part of a strategy to reposition itself. So the university could also compare the results to students who were identified as the top of the applicant pool the previous year and who had not been offered merit awards. They had the same sticker price as those who did receive merit awards in the year studied.
The results: The yield for 2005 for the top applicants in the pool who received no aid was 3.2 percent. The yield for those who received the $7,000 annual scholarships was 7.1 percent – a statistically significant difference from the no scholarship group. But the previous year, the yield for similar applicants, receiving no aid but paying the same sticker price as the 2005 merit recipients, was 5.2 percent. So the numbers suggest that the scholarships not only have an impact financially, but also possibly psychologically, since the yield was better than for those facing identical bills a year before.
At the same time, the study suggests that the impact of this kind of merit aid may not be large — the yield rate was low even for those receiving it. (Many colleges that offer merit awards offer much larger grants, sometimes worth half of total sticker price, or even more.)
In terms of judging impact, Monks said in an e-mail interview that impact may be “in the eye of the beholder.” He explained that “this institution does not matriculate a very high percentage of its most highly rated admitted students without the incentive of some form of aid, either merit and/or need based. The merit awards do have a significant (statistically speaking) impact on enrollment probabilities, but without generous aid awards few of the most talented students matriculate to this institution.”
The study does not name the institution. However, all of the characteristics noted in the study (enrollment, tuition rates, the timing of an unusually large tuition increase) match the University of Richmond (and not other institutions). Monks said that he was not able to disclose the institution studied.
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It would be interesting if the author were to extend his econometric analysis into the planning context of this “unnamed” college. My back of the napkin calculation based solely upon the gross effects of the experimental results may stimulate such a planning and public policy discussion. In the experiment, nine additional high ability students were enrolled in the merit aid group over the seven who were enrolled without merit aid. The marginal cost for each additional merit aid recipient would be $166K/9=$18.4 in the first year and would cost 4*18.4=73.6K over four years. Is $74K a justifiable expense to the college? How does this expense compare to the cost of enrolling a high-need student for four years? Does the college balance off the high cost of the merit scholarship winners by not enrolling as many low income students? How would the college assess the trade off between enrolling higher ability students and the opportunity costs of lower access and of reduced income diversity in the student body? What is the long-term private cost to students who may turn down their first choice institution for a short-term monetary incentive? To Don’s question, do the marginal costs of a merit program increase in subsequent years, as past research has suggested? Do growing marginal costs of these merit scholarship programs lead to larger tradeoffs that increase the hidden costs to the institution and work further against public interests?
Bob Lay, Dean for Enrollment Management at Boston College, at 1:31 pm EDT on March 27, 2007
In this example there didn’t appear to be a published merit scholarship grid. Rather, the experiment was restricted solely to students who had already applied.
This completely overlooks the ability of an institution to use merit scholarships to market itself to attract students/applicants in the first place. If 5% of an elite group of applicants actually enrolls, then building the number of those applicants would increase the overall enrollment of such a group.
I applaud the research, but don’t overlook the other reasons colleges use merit scholarships.
Rob, at 3:01 pm EDT on March 27, 2007
What appears to be missing from the analysis is the impact of outside competition. Perhaps the students which chose not to accept the $7,000 offer had a better offer at another institution.
Reba, at 8:45 am EDT on March 28, 2007
This is fascinating; how far does the data taking go? Did students with merit scholarships get better grades or select harder courses? Did all applicants sign a consent form?
Tanya Riseman, at 1:36 pm EDT on March 28, 2007
The Travesty of the Elite Colleges’ Elimination of Merit-Based Aid: One Mom’s Opinion
After spending many months with my son researching colleges across the country and finding the “perfect fit” for him, I am appalled by the injustice that is going on with “financial aid.” Although my son could have attended the local state school for free, the best “fit” for his college goals was to attend a highly academic small private liberal arts college. He worked exceedingly hard in order to earn admission to many of our nation’s top ranked colleges and universities.
We are a family of six that is “stuck in the middle” between not qualifying for “financial aid” according to the government standards, and not being able to “afford” the $46,000/year cost of a small private liberal arts college. We are dependent upon merit-based scholarship money in order for him to meet his college goals. There are hundreds of thousands of students in this country that are in this same quandary. Many of these students, like my son, are top-notch kids that have superior achievements and are worthy of merit-based awards. However, we found out in this whole process that although he is worthy of acceptance into some of the most selective schools in the nation, such as Bowdoin, Hamilton and Pomona, he is not worthy to attend, because these selective schools choose not to reward outstanding achievements unless your family makes below a certain income. That income level is dictated by the federal government. If the federal government is the one dictating where my son can afford to attend college, then I would like to be able to receive a federal tax refund in order to pay for my son’s college. If I did not pay such exorbitant taxes, then I would have no problem paying for the so-called elite colleges.
Why are these colleges willing to sacrifice highly qualified students by giving all of their endowment money to “need-based” financial aid, rather than sharing the endowment with merit-based aid?
The elite colleges in this country are always professing that they want diversity on their campuses. They want students with varying backgrounds, values and experiences and yet they are shutting out an entire socio-economic class of families in this country by eliminating merit-based aid.
I have no problem with need-based aid, but I do have a major problem if that need-based aid is given out in lieu of merit-based aid. If the selective colleges could find a balance between need-based and merit-based aids, then they would have true diversity in their student body, while maintaining their high level academic profiles.
There is another solution to this dilemma, but only the colleges with endowments in the billions would be able to meet this challenge. If the so-called elite colleges really wanted a truly diverse, highly academic profiled student body, then they would abolish tuition all together. Many of the Ivy League institutions have big enough endowments to accomplish such a bold challenge, but are they brave enough? By abolishing tuition, many of the superior academic upper-middle class students would then willingly apply to these highly selective institutions. The applicant pool would thereby be the best possible, since there would not be the obstacle of tuition that prevents many of them from attending or even applying. The typical “trust fund babies” would continue to apply and attend, and most likely donate to the endowment anyway, even if there was no tuition. This would enable the endowments to continue to be funded.
In the end, our family chose not to second mortgage our home and my son chose not to bury himself in student loan debt, in order to attend one of the so-called elite colleges. My son made the decision to attend Hobart College, which is an excellent academic institution that still believes in rewarding superior academic achievements and potential, by investing in merit-based scholarships as well as need-based scholarships.
I believe more and more highly qualified upper middle-class students will continue to flock away from the so-called elite colleges that have chosen to eliminate merit-based scholarships, and attend colleges and universities that reward achievements regardless of the family income level.
As a result, these other colleges will get the highly academic profiled student body that is truly diverse. We are very grateful to all of the institutions that continue to honor and award merit-based and need-based scholarships, some of which include from our experience: Case Western, Clark University, Emory, Hobart, Loyola, NYU, Occidental, Rollins, Skidmore, Stonehill, and Trinity College.
In my humble opinion as a mom, any college or university that wants to maintain the highest level of academic excellence and a diverse student body, should either invest in merit-based scholarships or abolish tuition all together.
Lisa Barlow
Phoenix, AZ
Lisa Barlow, Merit Scholarships Attract Top Students, at 12:20 pm EDT on May 11, 2007
It seems the Mom poster above seems to imply that academically superior students mostly come from upper-middle class homes. Common sense and my own experience in attending and graduating from a top 25 private SLAC, most of the academically superior students I’ve encountered tended to come from low middle-class or working poor families. With a few exceptions, most of the upper middle class and wealthy students I’ve encountered tend to be average or mediocre students who have a disturbing sense of entitlement about them. Disclosure: I was from a lower middle class family who was able to attend the SLAC thanks to a sizable college scholarship awarded based on both financial need and academic merit.
exholt, American College Graduate, at 6:20 pm EDT on May 25, 2007
Here is a interesting discussion board about affording/not affording the Ivy’s and other schools for the middle class.
http://talk.collegeconfidential.com/showthread.php?t=321308
Lisa Barlow, at 10:35 am EDT on June 6, 2007
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the effects of merit aid
This is precisely the kind of research of which we need more. Any enrollment manager who has toiled over aid analyses knows that the effects are small, they just never know how small. In addition they are sometimes reluctant to share just how small because it can work against their requests for more financial aid.
It would be great if the author could repeat this study one more year. It is dangerous to attach too much importance to the differences over two years. I have seen this happen and it could also be because of changes in the behaviors of this institution’s competitors, or simply due to chance.
Don Hossler, Professor at Indiana University, at 9:25 am EDT on March 27, 2007