Recruiting student-athletes for intercollegiate athletics has become competitive at the highest level. The University of North Carolina at Chapel Hill strives to be successful in all of its athletic programs. The purpose of this study is to discover what is important to non-revenue sports student-athletes at this university as they make their institutional decision. Understanding the importance placed on certain factors can improve the ability of the athletic programs at UNC-Chapel Hill to have continued success. This study attempts to build on the recent growing research in this field. In doing so, it identified academic reputation as the most important factor. Due to contrasting results from analysis of variance, no clear declaration can be made about significant statistical differences. However, slight differences were found among certain athletic grant-in-aid levels, as well as between residents and non-residents for some component groups.