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At predominantly white postsecondary institutions wherein the “diversity rationale” (Moses & Chang, 2006) continues to serve as leverage for institutional decision-making, recruitment efforts and alternative admissions policies are targeted at students of color in order to fulfill the dual needs of diversification and increasing enrollment. Although these strategies are often well intended, research indicates that these practices and policies can serve to undermine the equity-related goals of higher education and reproduce racial inequality. In drawing upon data collected at a predominantly white, rural university, this paper examines the ways in which low-income students of color from urban areas are recruited, admitted, academically tracked, and ultimately denied access to higher education in what many still argue is a “post-racial” society.