When it comes to going to college, financial aid is a huge topic for parents and students–often the determining factor when it comes to choosing which school to attend. Yet, from the colleges’ perspective, financial aid can be a strategy used for recruiting and retaining students.

Financial aid packages from colleges and universities are awarded for many reasons, and in varying amounts—no two students are alike when it comes to schools deciding if a student qualifies for aid and how much to award them. In this episode, Peter Ratzan and Carla Holness discuss financial aid as a recruitment tool.

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