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Why do colleges still give preference to children of alumni?

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“Elite colleges have tried to shake the reputation that they are playgrounds for the rich by spending more money on recruiting low-income students and on financial aid, with a few schools promising that students whose families make under a certain income level will graduate debt-free. But even with increased spending on financial aid, at the top universities only 22 percent of students receive Pell grants—which mostly go to students from families making less than $50,000—compared to around 38 percent everywhere else.”

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