Employers are increasingly viewing payroll deduction for college savings as a cost-effective benefit. And parents and grandparents are embracing the opportunity to make saving for college as automatic as paying into a 401(k) or insurance policy (though a 529 uses after-tax dollars).

A matching grant program can be an excellent way for a state to bring the dream of college closer to less-advantaged state residents. But without a coordinated plan of back-office capabilities and marketing outreach, the "match" can be logistically challenging.