According to today’s New York Times article: “More than half of the admissions officers at public research universities, and more than a third at four-year colleges said that they had been working harder in the past year to recruit students who need no financial aid and can pay full price, according to the survey of 462 admissions directors and enrollment managers conducted in August and early September.”

Money Taken: tuition.

http://www.nytimes.com/2011/09/21/education/21admissions.html?_r=1

Money Given: scholarships intended to entice students from west and east coasts to midwest and pacific northwest colleges/universities trying to gain a footing in national market. This later effort has had lowered yield at some of the east coast private schools that are outside the always popular NYC and Boston areas.