Colleges Profit as Banks Market Credit Cards to Students

This article and the series about the surge in consumer debt in America is disconcerting. It is a little shocking to know that the more students who take out banks’ credit cards on college campuses and events, the more money the schools get. Under certain circumstances, colleges and universities even stand to receive more money if students carry a balance on these cards.

Colleges Profit as Banks Market Credit Cards to Students
By Jonathan D. Glater

When Ryan T. Muneio was tailgating with his parents at a Michigan State football game this fall, he noticed a big tent emblazoned with a Bank of America logo. Inside, bank representatives were offering free T-shirts and other merchandise to those who applied for credit cards and other banking products.

"They did a good job," Mr. Muneio, 21 and a junior at Michigan State, said of the tactic. "It was good advertising."

Bank of America's relationship with the university extends well beyond marketing at sports events. The bank has an $8.4 million, seven-year contract with Michigan State giving it access to students' names and addresses and use of the university's logo. The more students who take the banks' credit cards, the more money the university gets. Under certain circumstances, Michigan State even stands to receive more money if students carry a balance on these cards.

Hundreds of colleges have contracts with lenders. But at a time of rising concern about student debt — and overall consumer debt — the arrangements have sounded alarm bells, and some student groups are starting to push back.

The relationships are reminiscent of those uncovered two years ago between student loan companies and universities. In those, some lenders offered universities an incentive to steer potential borrowers their way.

Here at Michigan State, the editors of the student newspaper wrote this fall that "it doesn't take a giant leap for someone to ask why the university should encourage responsible spending when it receives a cut of every purchase."

At Arizona State University, students set up a table on campus last spring to warn of the danger of debt and urge students to support limits on on-campus marketing.

The contracts, whose terms vary but usually involve payments to colleges or alumni associations that agree to provide lists of students' names, have come under harsh criticism in Washington.

"That is absolutely outrageous, the sharing of students' information with the banks," Representative Carolyn B. Maloney, Democrat of New York, who oversaw a June hearing on campus credit card marketing, said in a recent interview. "That should be outlawed."

College campuses are one place that young Americans are introduced to credit and the possibility of spending beyond their means, a problem now confronting the nation as a whole. For banks, the relationships are a golden marketing opportunity. For colleges, they are a revenue source at a time of declining public funding. And for students, they help pay the bills and allow more shopping.

But debt incurred in college becomes a serious burden at graduation, especially in a recession in which jobs are scarce. A survey of more than 1,500 college students by US PIRG in Washington found that two-thirds had at least one credit card. Seniors with balances had an average debt of $2,623 on their cards...