A thank-you to the schools that made it hard to choose.
I saw that on a button a student handed out at a Challenge Success event years ago. I’ve repeated it every spring since. But after nearly 20 years as a college counselor — and now watching my own son navigate the Class of 2026 — I finally understand how much those five words ask of a family.
He made his decision. It’s the right one. And I’m genuinely, wholeheartedly proud.
And yet.
I keep thinking about the schools he didn’t choose — and specifically, about the ones that reminded me why I still believe in this process, even as it’s grown more transactional, more data-driven, and less student-centered than ever before. Colleges are businesses now. Most of us in the field know it. Which is why it matters so much when an institution chooses to lead with heart.
I want to publicly thank five schools that did exactly that.
O University of Oregon
Early Action that notifies students before winter break. Let that sink in. No one should spend the holidays refreshing a portal. Oregon also made a choice that more schools should consider: not admitting students by major. If you want to study business, you get to try business. That kind of trust changes how a student arrives on campus.
GU Gonzaga University
This school brought heart to every single touchpoint. The financial aid was exceptional — and they got it to families early, when it actually informs the decision. Personal postcards from professors, faculty interactions at campus visits, and invitations to baseball games — Gonzaga finds ways to make a student feel seen before they’ve even enrolled. Faculty here aren’t just accessible; they’re genuinely excited to learn from their students. The school spirit on that campus isn’t manufactured. It’s real, and it shows.
USD University of San Diego
USD added Early Action and Early Decision this cycle, and families noticed. Strong merit aid. A brand-new recreation center built around student wellness. And yes — close enough to the airport that parents can actually visit. But what stood out most was something harder to quantify: USD feels like the happiest place. Students there seem to know they belong.
M University of Minnesota
Rolling admissions takes the edge off the waiting. In a process that can feel like one long anxiety spiral, Minnesota gives students something rare: an answer when they’re ready. Add a genuinely progressive Midwestern city and deep connections to thriving local businesses, and you have a school that prepares students for the world beyond the degree.
IU Indiana University
Admitting students directly into Kelley is a statement of respect. It says: we see what you want, and we’re not going to make you prove it again. The football program has new energy, and the school has a way of welcoming students from everywhere and every background.
I’ve spent two decades helping families find schools where students can thrive. This process is imperfect — often unfair, sometimes brutal — but these five institutions reminded me that it doesn’t have to be dehumanizing.
To my son: I would have been proud of you at any of them.
To the schools: thank you for meeting students where they are.
You can only go to one. I just never thought it would be this hard to say goodbye to the others.
