Abstract: As the core concept of contemporary politics and economy, "new normal" can not only promote the development of economy, but also promote the work of university financial aid. College counselors, as the leading part of college education, work in the front line of education, and their financial support should also adapt to the new normal. Under the new normal ,this paper gives some suggestions for university counselors to promote the work of financial support.

Key words: New normal, College counselors, Funding for work