Dive Brief:

• The University of California’s nine schools are scaling up their out-of-state recruiting efforts to land more non-resident students, who pay $22,878 more per year in tuition than California residents.
• This year, 13% of the university’s undergraduates were from outside of California, compared to 4% 10 years ago.
• As many as 20.2% of incoming freshmen are expected to be non-residents this fall.

Dive Insight:

Besides the money, advocates of the recruiting emphasis say that students from outside California enrich the classroom environment. And they bring in a lot of money. And they make it possible to subsidize more student slots for California residents. Did we mention the money?

Critics say that California residents are being squeezed out — five University of California campuses had fewer in-state residents as freshman last year than in 2007, including Berkeley with an 18% decline, the Sacramento Bee reports. International students are also big money: UC-Davis had recruiting visits to Hong Kong, Hangzhou, Shanghai, and Beijing last year.