How to Win a Merit Scholarship Appeal: 3 Steps to Strengthen Your Case
Merit scholarships can feel like a final verdict: Here’s what you got—take it or leave it. But in reality, merit awards are often a starting point, not the end of the conversation. A well-timed, well-written merit scholarship appeal can increase your award—sometimes significantly—without harming your student’s admission decision.
In this episode of The Ol’ College Try, host Peg Keough sits down with Mike Hinderman (Director of Scholarships at the University of Oklahoma and a College Aid Pro financial expert) to talk about what really happens behind the curtain when families appeal merit aid. Mike shares how OU handles merit appeals, what appeal committees look for, what to avoid, and how students can position themselves for the best outcome.
Below is a practical, step-by-step guide based on the conversation—plus best practices you can use at almost any college.
Merit scholarship appeals: what they are (and what they aren’t)
A merit scholarship appeal is a request for a college to reconsider or increase a non-need-based award—typically based on academic strength, leadership, accomplishments, or updated information.
A few key truths Peg emphasized (and families need to hear repeatedly):
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Appealing does not hurt admission. Colleges do not revoke acceptance because you asked for reconsideration.
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Appeals are a normal part of the process. Many schools expect a portion of admitted students to ask.
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Merit awards are often offered for multiple years. That means an extra $1,000/year can become $4,000 over four years—so schools weigh decisions carefully.
Understanding merit vs. need-based aid
Peg also notes a common source of confusion: colleges don’t all use the same labels. Some institutions call almost everything a “scholarship,” even if it’s need-based. OU distinguishes scholarships from grants (like Pell or state grants), but many colleges don’t.
Why it matters: need-based aid can change if income changes—while merit awards are typically more stable.
If you’re unsure what’s what, don’t guess. (And if you’re a College Aid Pro family, your award letter can be uploaded into the CAP software and translated so you can clearly see what’s merit vs. need-based.)
How OU handles merit scholarships and appeals (a helpful example)
At the University of Oklahoma, merit scholarships are largely automatic based on academic markers (like GPA and test scores). Students usually see those awards quickly. OU also has a smaller category of leadership/community-based scholarships that aren’t automatic and may have additional deadlines.
When it comes to appealing merit at OU, Mike describes a structured and transparent process:
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Students typically start by contacting their admissions counselor (region-based).
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The admissions counselor provides the appeal link/process.
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Appeals are reviewed through a committee structure (and Mike sits on that committee).
Even if a college doesn’t work exactly like OU, the takeaway is universal:
Always follow the school’s process.
If the college requires a form, use it. If they route appeals through admissions, don’t send it to financial aid. If they want documentation uploaded to a portal, don’t rely on a free-form email.
Step 1: Start with the admissions counselor (yes, really)
One of Mike’s most practical recommendations is also one of the most overlooked: get to know your admissions counselor and use them as a starting point.
Why this matters:
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They can explain the appeal process at that school.
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They can tell you what the committee values.
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And sometimes, they can advocate internally—because schools receive a lot of appeals.
If your student doesn’t know who their counselor is, check the admissions portal or contact the main admissions office and ask who manages your region.
Even if you never met a rep at your high school, you can still build a connection through email, phone, or information sessions. Demonstrated interest doesn’t require a plane ticket.
Step 2: Make sure the timing is right
Timing is strategy. Mike and Peg discussed an important “sweet spot”:
You don’t want to look like you have zero interest, and you don’t want to look fully committed.
Here’s what that means in real life:
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If you haven’t engaged at all (no portal activity, no housing steps, no visits, no communication) but suddenly appeal for more money, the school may wonder: Do you actually want to come here?
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If you’ve already paid the deposit and completed everything, your leverage may drop because the school thinks: You’re already coming.
The goal is to show genuine interest while still being in decision mode.
A strong window for most families is: after award letters arrive and before the May 1 commitment deadline (or the school’s deposit deadline).
Step 3: The student must lead the appeal
This came through loud and clear: a parent-led appeal is one of the biggest “no’s.”
From a university perspective, merit scholarships are awarded to the student—and schools want to see:
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maturity,
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initiative,
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and authentic interest.
If the committee senses the parent wrote it, pushed it, or is driving communication, it can weaken the appeal fast.
Parents can absolutely support behind the scenes (brainstorming, proofreading, organizing competing offers), but the student should:
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write the letter,
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send the email,
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attend the call,
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and handle follow-up.
What makes a strong merit appeal (the “yes” list)
A successful appeal usually includes new or clearer information—not just “we want more.”
Mike suggests focusing on:
1) What the school doesn’t know about your student
Committees already see GPA and test scores. They may not see:
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a major award earned after the application,
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leadership growth,
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significant responsibilities,
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unusual circumstances that required grit and resilience.
One powerful example Mike shared: a student whose family situation was difficult for years—but the student maintained strong performance and leadership anyway. That context can change how a committee interprets the student’s achievements.
2) A compelling, specific reason the current award isn’t enough
This isn’t about guilt trips—it’s about clarity. A strong appeal connects merit to reality:
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“This additional support makes my enrollment financially viable.”
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“This amount closes the gap so I can confidently commit.”
3) A respectful, reasonable ask
An appeal isn’t a demand. It’s a request, grounded in facts and framed with appreciation.
And yes—your student can ask for a specific amount.
What hurts an appeal (the “no” list)
Mike flagged a few common pitfalls:
1) Demanding language
Phrases that sound like ultimatums can backfire. Committees want to help students who want to be there—not students issuing threats.
2) Copy/paste, generic appeals
If it reads like something sent to nine other schools, it often gets treated that way. The best appeals feel personal and specific to that institution.
3) “Price match” framing (especially at public universities)
Public schools often have tighter constraints than privates. Simply saying, “Another school offered more—match it,” can be off-putting.
A better approach is softer and more values-based:
“Here’s another offer I received. OU is my top choice, and this additional support would make my decision possible.”
Keep it short: this is not a dissertation
Another key point: committees review a lot of appeals. Your letter should be:
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clear,
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organized,
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and easy to skim.
Think: one page (or less), with a simple structure.
Merit appeals aren’t just for incoming freshmen
Mike also shared something many families don’t realize: schools often have appeals processes for current students, too. OU has multiple appeal committees—one for incoming students and additional ones for current students.
If a student’s finances change mid-college, or if the family is struggling to continue, it’s worth asking the school:
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Is there an appeal process for current students?
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Who is the correct contact point (financial center, scholarship office, coaching office, etc.)?
Retention matters to colleges. Schools want students to stay and graduate—so many will at least review your situation.
Merit appeal email template (student-led)
Here’s a simple structure students can follow:
Subject: Merit Scholarship Appeal – [Student Name], [Student ID if applicable]
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Thank you + excitement
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Statement of goal (OU is a top choice / strong fit)
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New information or context
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Financial reality + specific request
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Close with gratitude + next steps
If your student wants help drafting the appeal strategically (without taking over the writing), College Aid Pro families can work with a CAP expert to review award letters, positioning, and negotiation strategy.
Bottom line
A successful merit scholarship appeal is rarely about being pushy—and almost always about being clear, student-led, specific, and timely.
If your family is considering appealing, keep these three priorities front and center:
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Follow the school’s process
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Have the student lead
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Share what the committee doesn’t already know
And remember: if the financial plan doesn’t work as-is, asking is not only allowed—it’s smart.
