Increasing budget pressures on universities are causing many to turn to online education to solve their budget woes. However, as the marketplace for online learning expands, so does the opportunity for students to become ever more selective of the programs and universities they choose. The researchers sought to identify those factors that motivate students to choose or not choose to take online courses at Eastern Oregon University (EOU). Furthermore, students currently enrolled at EOU were asked to identify the interactions and services they would like to see increase at the university. Results of the survey are discussed in light of university mission and strategic plans to demonstrate how survey data works to drive policy decisions in uncertain financial times.