Tuition: Cost of Education AND Marketing Tool

     It's interesting...we're marketing our schools to parents and guardians as the best place for their children's education - academic excellence, faith formation, and a caring and safe community are the three top reasons why parents and guardians choose Catholic schools.  These individuals are members of Generation X, a segment of the population that is skeptical of institutions and want immediate results.  It is important to them (as well as the right thing to do) that an attitude of full disclosure is maintained...and that's one of the reasons why parents are not choosing Catholic schools.

     For some reason, we are compelled to post our tuitions on our Web sites.  After all, we're being open and honest, showing that we have nothing to hide...even to the point of disclosing all the fees that are associated with attending our school.

     While it is an EXCELLENT idea to disclose your fees (since they are usually the same for everyone), why in the world would you post your tuition, which could change based on a family's financial situation, parish membership, or number of children in the family?

     I'll bet your answer is because colleges do.  It's also a known fact that colleges offer scholarships, as well as financial aid packages and opportunities after parents/guardians and students complete the FAFSA form.  Even if there is no direct aid, there are low interest government-subsidized loans which defer repayment until after graduation.

     I haven't run across a program like that for Catholic elementary and secondary schools.  And, while high school is only four years long, the elementary experience is 9 years (or more if you count Pre-K).  No deferments for you.

     So - Why would you "put your tuition out there," for all the prospective parents and guardians interested in your school to see, think, "There's no way I can afford that," and then seek out other educational options even before stepping foot into your school?

      If you can't answer that question with answer that makes logical sense now, remove all the tuition numbers from the Web site until you can.  Perhaps you can offer a "range" statement, like, "We realize that every family's circumstances are different.  That is why our families pay anywhere from $250 per child to the full tuition cost of $3500 per child."

     Or, for those schools on a cost-based tuition/needs-based aid model, consider verbiage similar to this, from Queen of Angels School in North Huntingdon, PA (edited):

School tuition is based on the per-pupil cost of education. The more students the school can attract and retain, the lower the per-pupil cost. The actual cost of education is based on local costs, subsidized by sacrificing faculty and staff who work at lower than market wages. The announced tuition is, until a school reaches target enrollment, a tuition subsidized by considerable fundraising. The actual tuition is the announced tuition minus Scrip credits, financial aid awards from the Parish Tuition Assistance fund, endowment funds, the State tax credit program, and local development efforts.

Parents/guardians may apply for financial aid using a third party company. Applications are encouraged online with supporting documentation to be mailed to verify calculations.  A complex formula is applied to all applications and results regarding parents'/guardians' ability to pay are used to determine a family's need. For maximum consideration, current families should apply by March 15th.  Financial aid funds vary each year, and are determined by regular parish collection amounts, interest rates and available government program funding.

Payment of tuition must be submitted to accordance with the personalized payment schedule established at the time of admission. In the event of a failure to make timely tuition payments, the student may become ineligible to attend school. Enrollment is dependent on tuition payment. It is the responsibility of the parent.

If a student transfers to another school due to a move from the Queen of Angels area, pre-paid tuition may be refunded on a pro-rated basis. Arrangements for any such refund should be made through school administration.

     Your school's tuition is a marketing tool.  A marketing tool is anything that draws someone to find out more information about your school.  If you disclose it too quickly, without showing the academic advantages your school has to offer, as well as touring parents and guardians through your school to experience the faith-filled environment in which their children will achieve to their potential, you've lost an opportunity for developing a relationship with parents and guardians even before their child becomes a part of your student body.

     Any "big-ticket" purchase requires a personal conversation - just remember the last time you purchased a vehicle.  Let's use a $25,000 car for example.  If you would pay for that car (with no interest) over five years, your cost would be $5,000 per year.  Most elementary school tuitions haven't crossed that threshold yet, but many high schools have.  Yet, schools still insist on sending invoices to parents rather than sitting down with them and reviewing payment options and management oppotunities (like scrip or other fundraising account credits).

     It is imperative that schools make parents and guardians feel comfortable and confident about the investment they are making in the lives of their children, especially since they're probably making sacrifices to afford tuition.  It is simply unacceptable to dissuade parents and guardians from finding out more about your school by posting a tuition that may be beyond their perceived means, and, even if you don't post your tuition, to lose them when you impersonally send them an invoice, allowing them to make a "no" decision in the privacy of their home.  If you want their children and them to become part of your school community, that is a decision they cannot make in isolation.  The actions of one affects everyone - that's what a community is all about!

© Michael V. Ziemski, SchoolAdvancement, 2007

Back to Marketing Matters Index