RU is 1/3 first generation college students
www.rutgers.edu
I would bet that is by far the highest in the B1G. I cannot find the article at the moment, but the NYT did a piece on first generation students (I was one) and mentioned how RU is among the strongest in terms of population size and graduating them to high salaries.
RU is popular with upper middle class students for sure. But it has never popular (and may never be) with the upper class.
I think rich kids in say, Alabama, would still want to go to Alabama or Auburn. But I don't think rich kids in NJ much want to go to RU- and I think that's probably true throughout the Northeast (thus UMD being in our boat).
And I don't think that's a bad thing necessarily but it does impact giving.
It's only now that RU alums who graduated during the good football years are hitting their stride in earnings. On the bright side, I think most of us had and have a really positive image of RU. One of the reasons things are getting better.