Colleges Cite Rising Aid Demand in Donor Appeals

Colleges and universities are increasingly using the recession-fueled spike in demand for student aid in making their pitches for donations, The New York Times reports.

The article cites several institutions that are explicitly linking contributions to incoming students’ financial needs, a departure from recent trends toward emphasizing new buildings, research, and faculty recruitment.

Using financial-aid as a development tool “totally makes sense in this environment,” said Richard J. Krasney, a wealth manager and philanthropy adviser. “More than ever, people want to know that their money is being used to address current needs.”

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