While admissions officers are well versed in SAT-score and GPA requirements for their institutions, it is now crucial that they know how to answer questions about eligibility for financial aid and merit scholarships. A new "Chronicle" survey of admissions officers found that monetary issues weigh heavily on their minds. When asked about the "most important problem facing college admissions today," the most frequent response, cited by 34 percent of respondents, was "tuition and financial aid." When asked which activities were most time-consuming, admissions professionals ranked "communicating with other campus offices," particularly the financial-aid office, the highest, with 70 percent reporting that they spend a "high" or "very high" amount of time on that activity. Although many admissions deans say they have always worked in close collaboration with their financial-aid offices, such efforts are becoming more critical as colleges tweak their aid policies and packaging to attract accepted students. This article describes how financial-aid offices and admissions staffs are learning the value of working together more closely as students become more cognizant of costs.