The flava:
Hundreds of colleges are sending students letters of admission—without even requiring an application.
Schools are increasingly agreeing to admit students based on a handful of criteria, like high school transcripts. Known as “direct admissions,” this expedited process is free and omits required essays, questions about extracurriculars and mandated standardized tests.
In turn, the colleges—which are seeking ways to attract more students amid broader financial headwinds—gain exposure to prospects who may never have heard of them otherwise. They then woo the young people into enrolling.
Proponents call the approach a solution for both sides.
“Instead of a student applying to the institution, the institution applies to them,” said Angel Perez, chief executive of the National Association for College Admission Counseling. “It’s a way for students not to have to jump through hoops in order to get into college.”
Direct admission has ballooned in popularity, particularly among less-selective private schools vying for a shrinking pool of college-goers. On the Common App, the number of participating institutions has more than tripled since 2023-24, representing about a fifth of the app’s partners, said Chief Executive Jenny Rickard. More than a dozen states now have direct-admissions initiatives.
“We can no longer take a posture that expects our students to come to us,” said Karlyn Crowley, president of Kalamazoo College in Michigan, which added direct admissions this year through EAB’s Match platform. “We’re at a new moment.”
The article:



