Why Colleges Do What They Do: Why ‘Student Friendly’ Policies are not Always What They Seem

If you have a student in the college application process, you may already be aware of some recent ‘big’ announcements by big name universities:

“More colleges extend test optional policies”

“UT joins the Common App!”
“USC announces new early action option”

While these shifts sound like they might benefit applicants, the reality is a bit more complex. Read on for our insights about what motivates these policies and what this means for applicants –

What’s really behind making it ‘easier’ for students to apply?

As colleges announce shifts in their admission requirements, deadlines, and application processes, we want every student and parent to have an honest look at the why behind these changes.

Whether it’s accepting applications without test scores, offering an early action deadline where a college didn’t have one before, dropping supplemental essay requirements, or finally making it ‘easier’ for students to apply by joining the Common Application, each of these admissions office policy choices is rooted in a singular goal: increase application numbers.

Why do colleges want more applicants?

Simply put: prestige, the perception of exclusivity and excellence, and higher rankings. Because college rankings and our public perceptions about what makes a college highly desirable are tied to low acceptance rates, colleges are in a race to depress those numbers. The more applications a college receives, the lower that acceptance rate will plummet. The lower the acceptance rate, the higher the college moves on ranking lists that prioritize this factor, and the greater the college benefits from an air of prestige and exclusivity.

How do colleges increase application numbers?

Well, they could develop world-class programs and facilities, offer close mentoring and research opportunities between undergraduates and faculty, or invest in the quality of life, wellbeing, mental health and happiness of students. This is not to say that colleges are not doing these things: many are deeply committed to such initiatives, but these changes might take awhile, and growing public awareness of how amazing a particular college is at supporting and cultivating its students would take even longer.

So how does a college increase application numbers quickly? Tweak the application process or requirements. Enter the changes you’ve been hearing about in the news, and on those college tours. There are several proven strategies that will surely increase application numbers:

• Adopt or maintain a test optional admission policy: We’ve seen this play out over the course of the Covid pandemic. More students apply when they believe test scores will not be a barrier to acceptance. However, as more students apply, the competition becomes even steeper…and colleges with test optional policies may still prefer students with great test scores.
• Move to the Common Application: It stands to reason that more students will apply to a college that utilizes the application they are likely already completing for many other schools. This is a move we’ve seen from University of Texas and University of Washington this year. Stay tuned to hear how this impacts their acceptance rates this cycle.
• Drop Supplemental Essay Requirements: Over the years many colleges have used this strategy to get a quick bump in application numbers. As students look to add colleges to their list, whether or not the application requires additional essays is a factor for many potential applicants.
• Add a non-binding Early Action Deadline: Many students were thrilled to hear they can apply Early Action to USC for the first time this year. Many students. As has happened at other colleges that have made this shift, we anticipate that USC will see a bump in application numbers as students eagerly jump at the chance to apply Early Action.

While these policies can be a benefit to an applicant, we encourage students and parents to be savvy consumers and critical thinkers about the forces that are at play. And as always, one of the greatest insulations against these trends is building a college list that reflects the communities, resources, and opportunities that align with your own best fit. There are great colleges that your Aunt Sally has never heard of and wonderful institutions with acceptance rates above 50%.

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