How to cover the costs associated with pursuing a college degree is one of the most significant financial decisions a student or family will make. There are many misperceptions throughout the process that can derail students on their path to find an affordable college option. This session will share insights from NACAC and PwC research completed in the fall of 2017 that examines the role of secondary school counselors and college admission professionals in supporting student decision-making related to paying for college. Presenters will discuss knowledge gaps and corresponding resources and training needs for school counseling professionals. In addition, a discussion of financial aid award letter challenges will be included. Attendees will leave with insights on how to improve college cost and value conversations to meet student needs. 



Presenters: Suzanne McHenry, Senior Manager for PwC’s Responsible Business Leadership team; Melissa Clinedinst, Associate Director of Research, National Association for College Admission Counseling; Catalina Cifuentes, Executive Director of College and Career Readiness for Riverside County’s Office of Education; Sandy Baum, nonresident fellow in the Education Policy Program at the Urban Institute and professor emerita of economics at Skidmore College; and Laura Keane, Chief Policy Officer at uAspire.