Many think getting into a chosen university is tough, but paying for it can be an even greater challenge. The average cost of a private, four-year college is well over $20,000 per year.

With the cost of college far outpacing average inflation, there’s no wonder many incoming freshmen are relying more and more on grants and scholarships. However, be wary during your search. Scholarships and grants are on the National Consumers League top 10 list of scams for 2011.

There’s good news for students, however, as there are a number of appropriate grants and scholarships available. The thing to do first is complete a Free Application for Federal Student Aid, which can be found at www.fafsa.ed.gov. Ohio students can also check out www.Ohio HigherEd.org. You’ll need to check with the college you have chosen to see if it has a deadline for your application. There also are deadlines for federal and state applications.

Federal grants are given to underprivileged students looking to advance their academic studies, and some don’t have to be paid back. Scholarships, like grants, also don’t need to be paid back. The key difference between a grant and a scholarship is a scholarship tends to have more requirements to obtain than a grant. And, many are not based solely on academics. You qualify for some based on gender, race, athletic ability, artistic talent, field of study or financial need.

Here are a few additional tips for finding college funding:

• Search the web for scholarship and grant opportunities.

• Check with local government and community organizations.

• Inquire with your high school guidance counselor and the college or university of your choice.

• Check with your employer to see if it offers any aid for school.

• Be wary of businesses making claims, such as the scholarship is guaranteed or your money back or you can’t get this information anywhere else.

If you have any questions regarding scholarships and grants, visit www.bbb.org or call (937) 222-5825 or (800) 776-5301.

John North is president and CEO of the Dayton Better Business Bureau.