How Lowering the Bar Helps Colleges Prosper

Daniel Golden:

Twice a year, after reviewing applicants to Duke University, Jean Scott lugged a cardboard box to the office of President Terry Sanford. Together, Ms. Scott, director of undergraduate admissions from 1980 to 1986, and Mr. Sanford pored over its contents: applications from candidates she wanted to reject but who were on his list for consideration because their parents might bolster the university's endowment. Ms. Scott won some battles, lost others and occasionally they compromised; an applicant might be required to go elsewhere before being taken as a transfer.

"There was more of this input at Duke than at any other institution I ever worked for," says Ms. Scott, now president of Marietta College in Ohio. "I would have been very pleased to have the best class as determined by the admissions office, but the world isn't like that."

Over more than 20 years, Duke transformed itself from a Southern school to a premier national institution with the help of a winning strategy: targeting rich students whose families could help build up its endowment. At the same time, and in a similar way, Brown University, eager to shed its label as one of the weakest schools in the Ivy League, bolstered its reputation by recruiting kids with famous parents. While celebrities don't often contribute financially, they generate invaluable publicity.

Posted by Jim Zellmer at September 11, 2006 9:54 PM
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