“merit aid,” and they found it worked remarkably well. It turned out that giving grants—even relatively small ones—to students with high family incomes made it significantly more likely that those students would enroll in your college. (If you called the grant a “scholarship,” it worked even better.) And if a high-scoring student was willing to pay, say, $30,000 of your $40,000 tuition, that was still a pretty good deal for your college.
