The Pulse of Higher Ed

As leaders in online and professional continuing education, we often find ourselves at the intersection of hope and pragmatism. We see the transformative power of a postsecondary credential for an adult balancing career and family. Yet, we also hear a recurring, disheartening refrain from prospective students: “I simply can’t afford it.”

There’s a persistent myth in higher education that financial aid is a resource reserved for first-time, full-time students. This misconception creates a psychological and financial barrier for millions of adults who believe they are ineligible for support. The reality is quite different. The money is there, but for various systemic and cultural reasons, it isn’t reaching the people who need it most.

If we are to fulfill our mission, we must bridge this information gap. We must not only tell our students that aid is available but also fundamentally change how we present it and help them access it.

The Reality of the Funding Landscape

To address the issue, we must first look at the data. The financial aid landscape for adults is more robust than many realize.

• A Growing Demographic: Roughly 25% of all students currently enrolled in college are adults age 25 and older. Nearly two-thirds of these are age 30+.
• Federal Support: Roughly half of all Pell Grants go to independent students. This is surprising to many, given the “traditional student only” narrative.
• Private Aid Access: As of 2024, approximately 27% of private financial aid goes to independent students. While lower than the federal percentage, this represents billions of dollars in untapped potential.
• Expansion of Workforce Pell: Recent legislative shifts have expanded the Pell Grant program to include more workforce programs. Shorter, career-aligned credentials that were previously out of reach for federal funding are now becoming eligible.

Despite these numbers, the perception gap persists.  This is largely because of how we, as an industry, communicate.

Why Adult Learners Leave Money on the Table

The challenge is rarely that the money doesn’t exist.  It’s that adult students don’t know where to look, or they feel excluded before they even start.

Many adults never complete the FAFSA (Free Application for Federal Student Aid). They often assume that they earn too much to qualify, or they fear that submitting a FAFSA automatically results in taking on debt. For a parent working full-time, the FAFSA can feel like just another bureaucratic hurdle that they don’t have the time or technical literacy to clear.

The scholarship market further exacerbates this. If you browse the more than 5,000 scholarships listed on Scholarships360.org, you will find that only 47 specifically target adult learners. The vast majority of scholarship language is saturated with terms like “high school senior,” “first-time, full-time freshman,” and “graduating class.”

When an adult returning to school to study part time sees imagery of teenagers in caps and gowns, they can feel like the scholarship or institution isn’t for them. This alienation is a primary driver of the enrollment gap, particularly among men. 

Taking Action: A Roadmap for UPCEA Members

As online and professional continuing education leaders, we have the power to dismantle these barriers. Here are some ways we can help our students find the funding they deserve.

1. Reshape the Narrative Around FAFSA

Go beyond simply listing a deadline on a website. Actively encourage prospects to complete the FAFSA, even if they think they won’t qualify. Use messaging that clarifies that the FAFSA is the gateway to grants and work-study, not just loans. Offer “FAFSA for Adults” webinars that respect their schedules and address concerns, such as reporting spouse income or dependents.

2. Audit Your Own Financial Aid Communication

Make sure your house is in order. Review your institutional financial aid pages. Are they using language that alienates adults?

• How often do you mention freshmen or high school?
• Is your aid predicated on full-time enrollment?
• Does your imagery reflect the variety of students you serve, including by age?

3. Leverage Professional Judgment

Encourage the Financial Aid office to use Professional Judgement authority to adjust aid packages for students whose current financial situation is significantly different from the “prior-prior year” tax data required by the FAFSA. For an adult who has recently lost a job or who is reducing hours to return to school, this review is essential. Highlight this option in enrollment communications.

4. Join The Osher Program

If you aren’t already, encourage your institution to be part of the Osher Reentry Scholarship Program. It specifically supports students who have experienced a cumulative gap in their education of five or more years.

5. Guide Learners to Adult-Specific Resources

Adults often don’t know that there are national organizations dedicated to their success. Point  them toward adult-focused scholarships, such as the American Legion Auxiliary Non-Traditional Student Scholarship, the Imagine America Adult Learner Scholarships, the P.E.O. Program for Continuing Education, and the EWI ASIST Scholarship.

6. Encourage Students to Broaden their Search Strategy

Help students look past the teen-centric marketing and:

• Verify Restrictions: Many scholarships that mention “high school students” don’t actually have an age cap in the fine print. Help your students learn to read the eligibility requirements closely.
• Look Locally: Community foundations are often more flexible and eager to support local workforce development.
• Utilize Modern Platforms: Platforms like Scholarships360 and Bold.org allow for highly specific filtering. Help your students search based on their specific geography, background, or field of study.
• Tap into Employers: Many adult students are eligible for employer-sponsored tuition assistance or scholarships from professional organizations in fields like nursing, accounting, or IT.

7. Advocate for Change

As we all know, our role as UPCEA members extends beyond the institution. We must work with local and state officials to advocate for and implement re-engagement grant programs. These initiatives specifically target our students and provide the last-dollar funding they need to get across the finish line.

The Path Forward

The perceived lack of money is a fixable problem. It requires us to be more intentional with our language, more proactive with our advice, and more empathetic to the unique challenges of the adult learner. When we bridge the gap between the available billions and the students who need them, we don’t just increase enrollment, we change lives.

Before you move on from this post, take 60 seconds. Go to your institution’s main financial aid homepage. Look at it through the eyes of your students, seeking to advance or pivot careers.  What is the very first piece of imagery or text you see? Is it an invitation or a subtle message that they don’t belong? The fix starts with us.

 

Dave Jarrat serves as a Senior Fellow for UPCEA and as a Strategic Advisor to a broad range of higher education institutions and organizations, including the University of Cambridge, Edquity and Scholarships360. He is a social impact executive focused on improving educational opportunities and outcomes for historically underrepresented populations.