08/20/2026
One of the most surprising findings from a recent national college funding study:
Three out of four students who didn't receive scholarships never applied.
Why?
Many families assume:
• "We make too much money."
• "My child isn't valedictorian."
• "Scholarships are only for freshmen."
The data suggests those assumptions often keep families from pursuing opportunities that could materially reduce the cost of college, or from considering schools they would otherwise love to attend.
When visiting colleges recently with my son, I was reminded that college planning isn't just about saving money. It's also about understanding the rules of the game.
Much like car shopping, the advertised price often bears little resemblance to what many families actually pay. Between institutional aid, merit scholarships, grants, and other opportunities, the true cost can be dramatically different than the sticker price. But many of those opportunities are only discovered, or fully maximized, by asking questions and doing the homework.
Too many families eliminate schools before they ever understand what the actual cost might be.
The families that tend to navigate this process best aren't necessarily wealthier. They're often the families that start earlier, ask more questions, and remain persistent throughout the process.
A few hours spent researching scholarships, understanding aid formulas, and developing a funding strategy can be worth far more than the time invested.
As I've gone through this process with my own son, it's become clear that one of the most valuable lessons we can teach our children isn't simply how to get into college. It's how to evaluate a major financial decision thoughtfully, ask good questions, and understand the difference between price and value.
Source: https://www.salliemae.com/about/leading-research/how-america-pays-for-college/
