Recently, college admissions has been at the forefront of conversation and controversy. The proliferation of test-optional policies, a Supreme Court decision on race-conscious admissions, FAFSA crisis, legacy admission bans, anti-DEI legislation and a decline in the public’s sentiment about the value of higher education make meeting enrollment goals more challenging than ever. In addition, a demographic cliff, anti-immigration policies and changing trends in global student mobility have compounded these challenges. This session will provide an overview of the issues and their nuances and make suggestions for how development, communications, and marketing professionals can support the work of increasing access and ensuring the health of institutions.