<p>They are accepting and giving financial and merit aid to more people that don’t give back. They take their rewards elsewhere or culturally they just don’t give back. Simple concept. UCLA experiencing same thing over next 10-20 years. There have been a lot of articles written about this including a couple in Wall Street Journal. Alumni giving is on downward trend in general. On top of that the ones that can give back feel they they have paid enough. That is the cost of high tuition. Even so, one article put USC at #4 spot and they are doing some great things with their money it seems.</p>