The term "tuition driven" no longer pertains only to private colleges. As state appropriations to public universities dwindle, more colleges are relying to a greater degree on keeping classes full in order to generate revenue. The fact is, virtually all institutions are essentially tuition driven. Although trustees generally understand what being in that predicament means, most lack important information that would enable them to ask revealing questions about their institution's ability to attract a sufficient number of desirable students. This article presents fourteen things board members should know about the student-recruitment process on tuition-driven campuses.