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Despite the leadership turmoil, Baylor officials continued their efforts to improve the university’s academic profile and propel the institution up the U.S. News & World Report rankings.

The university had some success in this pursuit (Baylor’s ranking had risen from the mid-90s in the 1990s to 75 in 2007), although not as much as it would have liked. In a post on the university’s website, officials acknowledged that were no quick fixes to get a “top tier” rank by 2012: “Moving the needle to the ‘top 50’ range is a long-term effort requiring sustained and consistent effort.”¹

But that didn’t mean they couldn’t try. In the summer of 2008, Baylor made an offer to incoming freshmen that was difficult to pass up. The university said it would give students it had already admitted a $300 credit at the campus bookstore if they agreed to retake the SAT. Students who raised their scores by at least 50 points were guaranteed an additional $1,000 merit scholarship. Those who increased their scores even further could qualify “for a higher-level merit-based Baylor Gold Scholarship,” according to an e-mail message the school sent these students outlining the offer.² Ultimately, 861 students retook the exam, with 17 percent raising their score by 50 points or more.³

Speaking to the student newspaper, a senior Baylor official acknowledged that the school hoped higher scores would improve the school’s ranking. “People do pay attention to test scores,” said Reagan Ramsower, Baylor’s vice president for finance at the time. “The university does benefit from higher average scores, and students benefitted from book credits. It’s a win-win situation.”⁴