Negotiating College Aid: Understanding the Process for Merit Aid and Financial Aid

Each year, families receive college aid offers and ask the same question:

Can this be negotiated?

The answer is sometimes yes, but only if families understand what type of aid they are reviewing and how colleges evaluate requests for reconsideration. Merit aid and financial aid operate under entirely different systems. They are awarded for different reasons, reviewed by different offices, and require different strategies.

First Step: Identify the Type of Aid

Before contacting a college, families must clearly identify whether the offer includes:

• Merit aid (scholarships)

• Need-based financial aid

• Or both

Each requires its own process. In many cases, families must submit two separate appeals.

Merit Aid: A Strategic Review Process

What Merit Aid Is

Merit aid is awarded based on the student’s academic or institutional value to the college. This may include:

• GPA and course rigor

• Standardized test scores (when considered)

• Academic interests or talents

• Institutional enrollment priorities

Merit aid is not based on family finances. It is a recruitment and enrollment tool.

Because of this, merit reconsideration is handled primarily through admissions or enrollment management, not the financial aid office.

Before Negotiating Merit Aid: Do the Research

Families should never try to negotiate merit aid without first understanding what the school actually offers.

Many colleges maintain structured merit systems, such as:

• Scholarship tiers

• Named awards

• Merit matrices outlining GPA and score ranges

Some institutions publish this information publicly, while others do not; however, the structure still exists internally.

Understanding the school’s merit framework allows families to assess:

• Whether the student received a lower-, mid-, or top-tier award

• Whether upward movement is realistic

• Whether the student’s academic profile aligns with higher scholarship levels

Without this context, families are negotiating blindly.

Positioning Matters

A student’s current offer provides valuable insight.

If a student already received one of the highest awards the school offers, additional funding may not be available—regardless of how strong the student is.

Merit appeals are strongest when:

• The student’s academic profile qualifies for a higher award tier

• Comparable institutions have offered stronger scholarships

• The appeal demonstrates fit and enrollment interest

This is not a conversation about affordability. It is a conversation about institutional value.

What Merit Appeals Require

Successful merit reconsideration typically includes:

• Competing offers from similar or higher-ranked schools

• Clear academic justification

• Professional, concise communication

• Submission to the correct admissions or scholarship office

Colleges respond to data and positioning—not emotion or pressure.

Financial Aid: A Formal Appeal Process

What Financial Aid Is

Financial aid is awarded based on a family’s demonstrated financial need, determined through:

• FAFSA

• CSS Profile (when required)

• Income

• Assets

• Household information

Unlike merit aid, families do not negotiate financial aid informally.

In most cases, colleges will require families to complete a formal financial aid appeal.

What Triggers a Financial Aid Review

Financial aid offices will reconsider offers only when there is new or changed financial information, such as:

• Job loss or reduction in income

• Medical or disability-related expenses

• Elder care obligations

• Divorce or separation after filing

• One-time income year not reflective of ongoing earnings

If a family’s financial situation has not changed, the likelihood of adjustment is limited.

Financial aid is recalculated—not renegotiated.

Documentation Is Required

Financial aid appeals almost always require:

• An institutional appeal form

• Supporting documentation

• A concise written explanation

Aid offices are not evaluating emotional impact. They are evaluating numbers.

Without documentation, appeals rarely move forward.

Key Differences Families Must Understand

Merit Aid	Financial Aid
Based on student profile	Based on family finances
Reviewed by admissions	Reviewed by financial aid office
Strategic leverage matters	Documentation matters
Competing offers strengthen appeals	Financial changes trigger review
Positioning-focused	Formula-driven

Understanding this distinction prevents frustration and reasonable expectations.

Final Perspective

Families who approach merit and financial aid thoughtfully and with the correct expectations are the ones most likely to see results. Clarity, preparation, and strategy matter far more than urgency or emotion.