FOR IMMEDIATE RELEASE

June 24, 2001
Harvard's Hoard
By JOHANNA BERKMAN
ext Sunday,
Lawrence Summers becomes the 27th president of Harvard. But the
distance from the Treasury Department to this particular ivory
tower is not as great as it once might have been. Summers will
have less money to play with than he did in his last job, as
treasury secretary, but the endowment of the institution he
inherits has climbed in recent months to as much as $19 billion --
a sum greater than the physical assets of McDonald's, the G.D.P.
of Ecuador, the net worth of all but 5 of the Forbes 400 or,
according to The Boston Globe, the endowment of every nonprofit
institution in the world after the Roman Catholic Church. As the
head of Harvard, there will be no escaping the burdens of high
finance.
Or low. Summers's appointment in April was barely a month old
before Massachusetts Hall, which houses his new office, was taken
over by dozens of students protesting Harvard's failure to provide
a "living wage" of $10.25 to all its employees. Over the
next 26 days, tents popped up in Harvard Yard, as students,
professors and workers slept outside in sympathy. Robert Reich,
the former labor secretary, dropped by to show support. Senator
Edward Kennedy tried to enter the building to meet with the
students, but the police wouldn't allow it. Newspapers across the
country ran editorials taking Harvard to task for refusing to
spend even the smallest fraction of its endowment to improve the
lives of its workers. Drawings of Summers as Marie Antoinette
began to go up around Harvard Yard.
If the issues of the protest are small for such a rich and
enormous institution -- about 400 employees and several hundred
contract workers are affected by the university's position, which
it has pledged to reconsider -- they call attention to a growing
chorus of critics who believe that Harvard is at least squandering
an opportunity to rethink its culture, or even its mission, in
light of that one stunning number: $19 billion. (The next largest
endowment, Yale's, is $10 billion.)
"It's absurd," says Reich, who has taught at Harvard.
"There's no reason to raise a giant endowment merely for the
sake of having a giant endowment." Jeffrey Sachs, a Harvard
economics professor, is a bit more philosophical: "We all
have the sense that this is a remarkable amount of money. The
question is, To what purpose will it be put?"
Harvard surely wouldn't lack for recommendations if it wanted
them. Frank Newman, the director of the higher education policy
program at the Pew Charitable Trusts and the former president of
the University of Rhode Island, notes that universities receive
favorable tax treatment because society expects them to be
"above and beyond corporate citizenship, to take the steps
that help make society better." He suggests that Harvard
spend more money to mentor minority students or to study such
national issues as the health-care system. Sachs says that Harvard
should "increase the knowledge capacity" in the
developing world; Reich talks about Harvard "replicating
itself" both globally and nationally. Todd Plants, who
graduated from the college two weeks ago and was the chairman of
the Student Affairs Committee last year, argues for more financial
aid. (And you can see his point: tuition, room and board for the
last four years cost $126,486, which more than a third of this
year's 1,602 graduates paid in full.)
But Harvard has been reluctant to think creatively about its
increased wealth. Last fall, for example, at a meeting of the
Harvard Management Company board, which oversees the investment of
the university's endowment, one member posed an intriguing
question: Do we want to be fully endowed? At the time, Harvard's
endowment was paying out enough income to cover 27 percent of the
university's $2 billion operating budget. Would it be worthwhile
to try to cover the whole thing? To make the school free to all
18,000 students? To liberate its 2,000 professors from grant
writing to concentrate on teaching and research? The question was
a nonstarter, says Elizabeth Huidekoper, Harvard's vice president
for finance. The conversation "didn't quite go that
far."
In January, Princeton (endowment: $8.4 billion) promised to
abolish student loans. In April, Cornell (endowment: $3.4 billion)
said it would open a medical school campus in the tiny Persian
Gulf nation of Qatar. But the three largest nonannual expenditures
of the outgoing president Neil Rudenstine's tenure capture
Harvard's conservative approach when it comes to innovative
spending: the purchase of 29 developed acres up the Charles River
in Watertown for $168 million; the purchase of 48 developed acres
across the river in Allston for $150 million; and the costs of
formally merging with nearby Radcliffe for another $150 million.
Ask about satellite campuses or online education, and you'll hear
that such steps are too expensive. Ask about covering students'
tuition, and you'll learn that paying for your schooling is a
virtue. ("There's something good about hunger," one dean
says. "It is important for our students to be co-investors in
their own education.") Ask whether the recent $120 million
operating surplus is a sign that Harvard could think of some new
ways to spend its money, and you'll be told that that amount, left
over after subtracting operating expenses from the sum total of
endowment payouts, tuition, research grants and other income, is
not all that significant. ("It's in the noise,"
Rudenstine says.) Rudenstine dismisses calls for a change in
Harvard's spending strategies as the usual campus grumbling or the
agitation of uninformed outsiders.
t is true that the
situation looks more complicated from the inside. Perhaps because
its purpose is to preserve generational equity in perpetuity, the
Harvard endowment is often talked about as if it were a single,
monolithic entity. In fact, it comprises 9,600 funds donated over
the last three centuries. (Harvard's buildings, which the
university carries at a depreciated value of $1.7 billion on its
balance sheet, as well as its vast art collections and
landholdings, are not included.) At most universities, the
president controls the endowment. At Harvard, the endowment funds
belong to whichever of the 10 schools they were donated. The
result, a system known internally as "Every tub on its own
bottom," has produced wide disparities in wealth. The richest
by far is the Faculty of Arts and Sciences, the university's
undergraduate and graduate core; its endowment is $8 billion,
greater than that of every other university but Yale, Texas,
Stanford and Princeton. Next in size are Harvard's medical ($2.1
billion) and business ($1.3 billion) schools. Two of the poorest
are education ($290 million) and design ($250 million).
Despite its decentralized budget pool, Harvard is an incredible
fund-raising machine. When the university's governing body, the
Harvard Corporation, hired Rudenstine in 1991, it wanted a
conciliator who could bring together the independent deans to
collaborate on the first university-wide campaign since the
1940's. An unexpected bonus, says Ronald Daniel, Harvard's
treasurer, was that the quiet, self-effacing former Princeton
provost became a magnet for big donors. Under Rudenstine's watch,
Harvard conducted a six-year, $2.1 billion fund-raising campaign
-- and exceeded its goal by $500 million. More than 68 percent of
this $2.6 billion came from gifts of $1 million or more; there
were 498 of these. And while only two gifts were $50 million or
more, 90 donors gave gifts of $5 million or more. That Harvard is
already so rich, and so much richer than every other school, seems
only to enhance rather than to hinder its ability to attract large
gifts. "I like to back a good organization," says Thomas
H. Lee, the centimillionaire leveraged-buyout fund manager,
explaining why he gave such a wealthy school $22 million.
"Excellence is expensive."
Harvard cultivates this crowd through an invitation-only
organization called the Committee on University Resources, which
was founded at the end of the 1960's to encourage those who have
been generous to Harvard to give even more. A few years ago, for
example, a university official told a COUR member, Albert J.
Weatherhead 3rd, the owner of Weatherhead Industries in Cleveland,
"You're Harvard's third largest living donor, and you won't
rest until you are No. 1." Weatherhead, who has given a total
of nearly $50 million to the school, says, "I just love that
quote." When Rudenstine took office, there were 200 COUR
members; today there are 400.
Typically, COUR's annual spring gathering, which takes place
over two days in Cambridge, has a theme. During the last campaign,
these included globalization and ethics. This year's event,
however, was "really unusual," says William Boardman,
Harvard's associate vice president for capital giving. "We
didn't have a lot of fund-raising to talk about." Rather than
something academic, he chose a theme more central to the lives of
committee members, and perhaps the school as well: wealth
management.
rom his 16th-floor
perch inside the Boston Federal Reserve office tower, Jack Meyer,
Harvard Management Company's president and C.E.O., oversees a
staff of 185 and the investment of the university's billions. Were
it not for the sign on the door, you would have no idea that H.M.C.
is a university-owned nonprofit rather than an independent, highly
sophisticated money-management firm. There is the water view, the
beautiful wood paneling and the very for-profit salaries. Last
year, H.M.C.'s top five performing portfolio managers earned
bonuses totaling more than $50 million. The single biggest payout
went to the foreign-equity manager. He got $17 million, more than
48 times as much as Rudenstine's compensation of $352,650.
Once, these bonuses made Meyer, a friendly man who speaks with
the fast clip common among those who wield power on Wall Street, a
scourge in the Harvard community. "In the early 90's, I
received a lot of correspondence that was somewhat less than
friendly," he says. Today, after the long bull market, even
Jeremy Knowles, the arts and sciences dean, has made peace with
Harvard's rewarding those who produce wealth much more generously
than those who produce knowledge: "I ask myself, How much
would they have made at Goldman Sachs?" (Knowles's salary,
like that of every dean but that of the medical school, is less
than $300,000. The average salary of a full professor at Harvard
is $135,200.)
Harvard began its metamorphosis into a hedge fund in the
mid-70's, when, after a pair of Ford Foundation monographs
encouraged universities to invest more aggressively, it set up its
own shop. Since Meyer took over in 1990, H.M.C. has employed an
aggressive but diversified arbitrage strategy to make a fortune
for the university's endowment -- $4.3 billion last year alone, a
sum roughly equal to Columbia University's entire endowment. H.M.C.
has also spread its investment tentacles into 68 private equity
and venture-capital firms and seeds new investment funds too. The
first -- there are now four, all run by former employees -- was
seeded in 1998, when H.M.C.'s top-performing hedge-fund manager,
Jonathon Jacobson, quit to start his own firm shortly after
receiving a $10 million bonus. The deal: Meyer gave Jacobson $500
million to manage in exchange for reduced fees. Another dividend:
as a free agent at Highfields Capital Management, Jacobson can
invest Harvard's money in controversial holdings -- he has
invested in casino stocks, for example -- while reducing the risk
of a major P.R. blow-up. (H.M.C.'s only in-house prohibition is
tobacco investments.) Last year, according to the university's tax
returns, H.M.C. paid Highfields $29 million for
investment-management services.
Another factor helping the growth of the endowment has been
Harvard's conservative payout policy. While the endowment's
returns have surpassed the internal target of 6 to 6.5 percent
above inflation for the last nine years, the corporation has paid
out only 4.2 percent of its endowment on average to the deans for
spending, less than the typical university target of 4.5 to 5
percent. The strategy has netted the university additional
billions.
arvard's money
became a puzzle to me," says the psychologist Carol Gilligan,
who will resign from her post as a professor at the School of
Education next spring and teach full time at New York University.
"Where are the resources of the university going?" she
asks. Over at the far wealthier law school (endowment: $930
million), Prof. Alan Dershowitz expresses a similar befuddlement
over why he has had such a difficult time getting funds for the
public-interest-law program. "Harvard's goal is to die with
the most amount of money," he says. "It should not be
the goal."
Rudenstine counters with a lament: "Everyone thinks of the
$19.1 billion as one pot of money. It's thousands of pots of money
that are restricted accounts."
In fact, 87 percent of the Harvard endowment is
"restricted" to either a particular school or specific
purposes at that school. Still, Harvard's claim that its hands are
tied when it comes to spending remains open to question. First,
Harvard, rather than wealthy donors, at times creates those
restrictions. Take the Weatherhead Center for International
Affairs. The Weatherheads had already given Harvard four
professorships and wanted to have a global impact; they would have
considered an unrestricted gift (so long as it was "mind
engaging"). Second, there has been as much as $920 million
sitting unrestricted in the university's $3 billion general
operating account. Much of that sum was generated in an unusual
fashion -- by taking funds the deans set aside for near-term use,
investing that money into the endowment and paying the deans a
money-market rate of return while keeping the difference for the
central administration. "If you want to say it was risky, I
can certainly agree with you," Rudenstine says, but "in
the end, proof happens in the pudding."
But what is the point? Why run the machinery this way? Lani
Guinier, a professor at Harvard Law, thinks she understands
Harvard's values. "Money has become the exclusive
denominator," she says. "It defines everything:
prestige, excellence, competence, commitment to the public
good." Leon Botstein, the president of Bard College, sets
Harvard in a broader social context. "We've reduced our
definition of worth into fame and wealth, and it carries over into
the way institutions think about themselves," he says.
"An overwhelmingly huge part of what Harvard is about is
managing its money. The absurd theory is, Harvard is safe if
there's an atomic bomb that destroys all of America -- Harvard
will continue. Learning and studying are very simple things, and
the values they require are the love of learning and intellectual
curiosity. Are they fostered by wealth? I don't think so. Smugness
is fostered by wealth."
Even those from institutions that have profited in the same
ways Harvard has, if less spectacularly, question Harvard's
choices. James Freedman, the president of the American Academy of
Arts and Sciences, tells me that as a former president of
Dartmouth College (endowment: $2.5 billion), he "can't throw
stones at others." But within a matter of minutes, he is
arguing for a radical revision of Harvard's endowment policies:
"You really wonder why Harvard, out of its $19 billion,
couldn't take $1 billion and say, 'This is the capital that will
fund our scholarships."' John Hennessey, the president of
Stanford University (endowment: $8.7 billion), which recently
received the largest gift ever made to higher education -- a $400
million matching grant from the Hewlett Foundation -- says it's
time for Harvard to re-examine its financial priorities. The issue
of whether the endowment is big enough or if its size warrants
fundamental changes to the school's mission is one that the next
president of Harvard "will have to face," he says.
When I relay some of these comments and suggestions to
Rudenstine, he characterizes his first three years at Harvard as a
"nightmare" because of the early-90's recession and
deficits at the school. "So my first question when anybody
says something about what any university should be doing is, Tell
me how much you know about running a university." When I
reply that some of these critics do (or have) run colleges and
universities, he asks: "But do they know anything about
Harvard? Harvard is different."
arvard is indeed
different. as Howard Gardner, a professor at the Graduate School
of Education, notes: "Harvard is older than the United
States, and I think there's a reason for that. It's been very well
managed." That management denies Harvard's president the
authority to spend the university's money as he sees fit. But
Summers will have power all the same. There is, for starters, the
unrestricted money in the general operating account; that $920
million alone is more than the entire endowment of Boston
University ($913 million) or Georgetown ($745 million). As the
fund-raiser in chief, too, Harvard's president can steer donors
toward particular projects.
While there's no indication that Summers plans to shift
Harvard's strategy, there are those who believe he has precisely
the kind of credentials to effect change if he wants to. In terms
of brilliance and force of personality, Summers -- who at 28 was
the youngest professor to receive tenure at Harvard in its modern
history -- is as well equipped as anyone. And it stands to reason
that the Harvard officials who chose him had more in mind than
hiring a financial campaign guru. "If you were focused on
money and fund-raising, that was probably not where Larry's
competitive advantage lay," says his mentor and predecessor
at Treasury, Robert Rubin. "He's much more caught up in the
question of Harvard's mission."
Not that it would be easy. Should Summers seek to generate
greater societal and intellectual returns on his school's money,
he would need to persuade the corporation, which sets the
endowment payouts, to be more generous. He would probably run into
resistance. A remark from Harvard's treasurer, Ronald Daniel,
suggests why: "Harvard is still a long way from having 'more
than what it needs,"' he says. Even where there is no doubt
about the school's financial security, ingrained caution toward
spending is a brake. (Harvard was, of course, founded by
Puritans.) When faculty members think about the endowment, they
tend to share Harvard's conservative spending values. "What
the $19 billion ought to allow us to do is be very thoughtful
about how we go about making decisions," Gardner says. But
mostly it is not a concern. As Henry Louis Gates Jr., who runs
Harvard's Afro-American studies department, describes the
endowment: "It's like the air we breathe. We take it for
granted. It's around you all the time, so you don't think about
it."
And were Summers to act, he would first have to contend with
the great intramural disparities. The deans of the rich schools
are likely to favor the capitalist status quo -- Every tub on its
own bottom does make a larger number of people both responsible
and accountable," says Knowles, the arts and sciences dean --
while it's hard to imagine the poorer deans entirely ignoring the
untapped coffers around them. At the School of Public Health,
which lacks a core of wealthy alumni supporters, Barry Bloom, its
dean, describes his tub's financial set-up as "a pretty
hazardous situation," because 59 percent of his professors'
salaries are paid for with grant-sponsored funds. He says it
"would be reasonable" if Harvard paid at least half.
Many are skeptical that the money race is over. As Harvey Cox,
a Harvard Divinity School professor who has been teaching there
since 1965, says: "The idea that the big capital fund-raising
drive came to an end when Neil Rudenstine announced whatever
colossal amount of money it was, is simply not true. The next day,
we were, of course, raising money again." Sachs, the
economics professor, acknowledges feeling like a "relentless
fund-raising machine," but he expects change soon:
"Harvard now has the happy circumstance of being able to move
in a new direction." Arthur Levine, the president of Teachers
College at Columbia University, likens Summers to Charles Eliot,
Harvard's president from 1869 to 1909, who transformed the school
into a modern national institution: "The task before him is
to take a Harvard that has been the leader in industrial America
and make it into the foremost university in an information age,
and he has the resources to do it."
So far, this generation's Eliot has spent much of his time on
airplanes, traveling around to meet Harvard's biggest donors,
which is, depending on how you look at it, either an inauspicious
harbinger for his presidency or simply a matter of Realpolitik. Or
maybe nobody's business but the school's and that of its citizens
and donors. When we spoke this spring, Summers said it was
"very premature to be making vision statements." Fair
enough. Still, it's hard to lie low when you have $19 billion,
especially when it derives in part from favorable tax policies.
For now, at least, he describes fund-raising as just a means to an
intellectual end. "If the time were ever to come when we were
consuming large amounts of resources and not making a commensurate
contribution to teaching and knowledge," he says, "that
would be a very serious problem, indeed."
Johanna Berkman, a former Goldman
Sachs analyst, has written for Lingua Franca, New York and Worth. |
FOR IMMEDIATE RELEASE

September 16, 2004
Markets Help Endowment Pass $22 Billion at Harvard
By KAREN W. ARENSON
Harvard's giant endowment, by far the largest of any university's, grew further in the
last fiscal year, reaching $22.6 billion by June 30 with the help of a 21.1 percent return on its investments, the
Harvard
Management Company says. In June 2003, by comparison, the endowment was at $19.3 billion. Although many universities
have not reported their final investment returns for the fiscal year ended in June, Harvard's are expected to be
among the highest.
In a letter Tuesday to the Harvard community, Jack R. Meyer, president and chief executive of the management
company, which is wholly owned by the university and invests its assets, said preliminary numbers for the 25
universities with the largest endowments showed that half had earned returns of at least 17.1 percent in the latest
year. These universities typically enjoy somewhat higher investment
returns than other colleges and universities.
It is too early to say whether the strong results at Harvard will quiet any of the criticism that it pays its money
managers too much. Last year Harvard reported that two of them had earned about $35 million
each in the previous fiscal year and that Mr. Meyer had earned $6.9 million. Some Harvard alumni have said they will
withhold contributions to the university if the compensation plan is not changed, and
Harvard officials have said they will study the issue.
At other top universities, money managers rarely earn as much as $1 million. But some of those money managers noted
yesterday that Harvard was unusual in the extent to which it directly invests its own assets, rather than simply
overseeing investment portfolios that it farms out to independent managers.
They said Harvard's high compensation reflected Wall Street patterns and the university's sophisticated money
management. "I admit that it creates a good deal of tension for the university," Mr. Meyer said of the issue in a
telephone interview last night. "But I'm confident that it is a good deal for Harvard.
"The problem could easily be solved by spinning out all of our internal fund managers. But if that happened, our
fees would go up, our investment results would go down.''
He said that if the compensation that each similar university paid to all its outside managers was added up, it
would make the payments to Harvard's managers "diminish to nothing" by comparison. Among universities that have
released their preliminary investment performance for the 12 months ended in June, the University of Pennsylvania
says that it earned 16.8 percent and that its endowment reached $4 billion. The Massachusetts Institute of
Technology says it earned 18.1 percent, which helped push its endowment to $6 billion. Stanford earned 18 percent,
and its endowment reached $10 billion.
Cornell's return was 16.1 percent, and its endowment grew to $3.8 billion.
At Williams, which has one of the largest endowments among liberal arts colleges, the return was 17.8 percent, and
the endowment climbed to $1.3 billion. Swarthmore earned a return of 18.6 percent and saw its endowment grow to $1.1
billion.
"We had a very good year," said Suzanne P. Welsh, treasurer and vice president for finance at Swarthmore.
"But the past fiscal year,'' she said, "is really just making up for returns we hadn't been getting since 2000,''
when the financial markets peaked. Year-to-year endowment growth results from several factors: how much an
institution spends from its
endowment (typically about 5 percent of the total), how much it receives in gifts to the endowment, and the
investment return.
Ronald G. Ehrenberg, a Cornell economist who studies higher education, said that while he expected many colleges and
universities to report strong investment gains because of the uptick in the markets
during the last year, "many institutions, including my own, still have not seen their endowments grow back to where
they were at the peak of the market four years ago."
Dr. Ehrenberg said he expected the good investment returns at the universities with the largest endowments to widen
further the gap between them and other institutions.
Mr. Meyer's letter to the Harvard community noted that the university's highest investment returns last year were in
stocks: domestic equities (22.8 percent), as well as foreign equities and emerging markets (each more than 36
percent).
But, his letter warned, "the cloud in this silver lining is that we don't expect the good times to persist." "We
do not want to cut short the celebration of fiscal 2004 results," he added, "but we should not get accustomed
to these outsized returns."
Copyright 2004 The New York Times Company
|
|

November 12, 2006
Planning
The Business of Negotiating for More College Aid
By TANYA MOHN
CHOOSING a college should be more like buying a car — or at least that’s what Paul Celuch thinks. Find
one that fits your taste, lifestyle and budget, he says, then negotiate the best deal. After all, you shouldn’t
buy a Lexus if you can’t afford one — and, whatever car you buy, do you really want to pay the full sticker
price? “We approach college like any other large consumer product,” said Mr. Celuch, a former corporate
executive who is now an educational consultant. “It’s big business, and you’re the consumer.”
The college admissions frenzy has spawned a cottage industry of private tutors, SAT prep classes and
consultants to assist applicants with most everything from recommending activities to polishing essays. And when
it comes to dealing with the rising costs of college, experts say, people are flocking to financial planners.
Mr. Celuch said the consulting firm that he helped to create in 2004, College Assistance
Plus, near Rochester, has found a niche in helping students negotiate the application process for a good
academic fit, but with a focus on finances.
“If we can get families over the ego,” said Mr. Celuch, who shuns brand-name schools, “we can save them a lot
of money.”
He got the idea to start the company several years ago while teaching a money management class at Lima
Baptist Church in Lima, N.Y., where he is deacon. “I became aware of the huge impact that college debt was
having on our church’s members,” said Mr. Celuch, who put his two sons through college without borrowing.
“People told me, ‘This is destroying our family.’ ”
According to a recent
College Board report, the volume of student borrowing from private sources has skyrocketed as college costs
have risen and as family income, grant aid and federal loans have failed to keep pace. Data from the National
Center for Education Statistics indicate that the share of students seeking aid for undergraduate education
increased steadily, to almost 75 percent in 2003-04 from around 30 percent in 1989-90.
“We needed help,” said Greg Fuerst, of Howard, N.Y., a father of four. Two children were already in college,
and he was $65,000 in debt paying for it when he sought out College Assistance Plus about a year ago, he said.
“We were experiencing stress we never would have imagined.”
His daughter Carly, then a sophomore at Keuka College in Keuka Park, N.Y., had financial aid, but it wasn’t
enough. Mr. Celuch encouraged her to apply to transfer to another school that was strong in occupational
therapy, her major.
Based on the company’s data base, which tracks college endowments and past financial aid awards, and on
Carly’s high grade-point average, Mr. Celuch chose a school “more hungry, and probably a little more
aggressive,” than Keuka. He was correct that it would offer more aid.
Mr. Fuerst then sent a letter to Keuka, detailing the other school’s offer. “All of a sudden, there was more
money,” Mr. Fuerst said: a $5,000 scholarship and a resident-assistant position. Together, they totaled $6,785,
in addition to the $7,500 award that she received each of her first two years.
With a total of $14,285 in aid, Carly remained at Keuka. Mr. Fuerst said that it was possible that his
daughter would have received more aid by approaching Keuka directly, without a counteroffer or the help of
College Assistance Plus, but that he “wouldn’t have done it on my own.”
Carolanne Marquis, executive vice president of Keuka College, said she could not comment on Carly’s
situation, but said that generally when appeals or counteroffers are presented to the college, it assesses them
“very carefully,” weighing students’ financial and academic circumstances before making a decision.
“We work very hard to meet their needs,” Mrs. Marquis said of all students seeking financial aid, but “if
another school has deeper pockets, sometimes there is nothing we can do.”
College Assistance Plus now has eight franchises, including the one in Rochester, and four more are planned
this year. One-time fees range from $1,395 to $1,795, depending on the location.
Walter J. Krieg, president of the
Princeton, N.J., franchise of College Assistance Plus, said the company hopes to help clients make sound
decisions to avoid going into debt. In community presentations, he highlights what he sees as common trends:
that guidance counselors are often overburdened with too many students and do not have the experience or the
time to focus on finances, and that more and more students are often changing majors, transferring or taking
five or more years to graduate.
Mike Rapp, of Granville, Ohio, a corporate financial manager whose daughter Kelsey, 17, is a high school
senior, said that “at today’s costs, you can’t afford to make a mistake.” The family is working with the
Columbus franchise of College Assistance Plus. “A good fit upfront is paramount,” Mr. Rapp said. “My first goal
is that she graduate in four years. If they can make that happen, it’s worth the money.”
But finding a good fit is not only about money. “They came to me, and said, ‘Hey, what are you interested in,
what do you want to do with your life?’ ” said Kelsey, who plans to major in finance and business.
The family had a savings plan in place to cover Kelsey’s education at a state university, but eventually
decided that a small private college would better serve her needs, so financial aid is needed.
Mr. Celuch tells clients not to apply to schools with binding early-decision programs, which eliminate the
possibility of bargaining in April, when most award letters are received.
While the company uses tactics that traditional college financial advisers do — helping families legally
lower the expected family contribution (necessary for federal aid), and repositioning assets for optimum tax
advantage — it says it has had its greatest success by finding a college that really wants a student, then
negotiating the best package.
The main strategy is to pinpoint schools of similar size or academic stature, or that are in the same region
or athletic conference, and then create a bidding war. Some colleges may offer more aid for chemistry majors
than for biology majors, Mr. Celuch said; by not declaring a major, students might lose leverage.
Appealing for additional aid is not unique to College Assistance Plus; college counselors, financial planners
and families all do it, though colleges generally do not acknowledge it, said David A. Hawkins, director of
public policy at the National Association for College Admission Counseling, in Alexandria, Va. But College
Assistance Plus has a “strategic focus, a degree of specialization to extract the most out of the process” that
is unusual, Mr. Hawkins said.
Not all agree with the company’s strong reliance on appealing decisions.
“It’s kind of a sore spot,” said Dallas Martin, president of the National Association of Student Financial
Aid Administrators, in Washington. “Our people really frown upon it as a practice.” He said that unless there
was some kind of hardship, like the loss of a job, appeals should be avoided.
The rising number of appeals is one reason that college costs are climbing, he said. He and others worry that
large-scale appealing will cause colleges to hold back initially, knowing that students will ask for more aid.
And appealing can backfire, said Tim Austin, president of the National Association of College Funding
Advisors, in Troy, Mich., who also has a private practice. “The financial aid office shut down to us” when he
appealed in the past, Mr. Austin said. And there is a good chance that in the future the college may not make
its best offer at the outset. If he feels that a client is getting a fair package, he said, he will not
negotiate.
Many parents and college and financial experts say the financial aid process has become hard to navigate.
“A lot of C.P.A.’s can’t do it,” said Rick Darvis, co-founder of the National Institute of Certified College
Planners, in Syracuse, a training organization. He recounts an appeal he made to an
Ivy League school that initially offered no money, then came back with $26,000, all in need-based aid. The
family “truly did deserve it,” he said, adding that the family had filled out the forms incorrectly. “I see this
all the time.”
RECENT reports from the Education Trust, a nonprofit research and advisory group based in Washington, and
other organizations sharply criticize what they call a national trend to recruit students from middle- and
upper-income families, luring them away from competitors, at the expense of low-income students who truly need
the aid.
But Mr. Celuch says that it is not just lower-income families that need help, and that many clients would not
be able to pay for college themselves without incurring substantial debt. A company analysis, he said, showed
that its clients include families with yearly incomes of $21,000 as well as millionaires, but that the median
income is $40,000 to $45,000.
He said he would be “doing families and students a disservice by allowing them to hang on by their
fingernails for four years financially.” Families, he added, “are very, very thankful that someone cuts through
all the noise.”
Copyright 2006 The New York Times Company
|