How Can Private Colleges & Universities Help?
This research suggests that parents and the public want institution-specific information that increases understanding, reduces suspicion, and turns resignation into positive acceptance. Three key “themes” that appear to be most effective in reaching these outcomes emerged from the focus group conversations. • Transparency: Provide assurance and evidence that tuition and other college costs are being spent predominantly on providing a quality education and on ensuring student success after graduation. This will increase understanding and reduce suspicion. • Demonstration of value: Related to the first point, but very specific to the issue of cost, communicate that—especially in the case of independent colleges—the benefits of the education being paid for are those that parents and students desire. Parents and students most prominently (but not exclusively) want to understand the relationship between the education received and preparation for a successful career and life. This should pro
