If private colleges are going to convince families that they are worth the cost, they must provide more information about how they spend their money and clearly communicate the benefits of a private-college degree, says a report released on Thursday by the National Association of Independent Colleges and Universities.
The report, “Demystifying College Costs: What Consumers Want to Know,” is based on discussions with focus groups held over the spring.
It suggests a series of messages that independent colleges could convey to mitigate concerns about their sticker price, including “A quality education costs—and we will help you pay for it.” The report warns, however, against relying exclusively on pithy slogans. “There is a hunger for information that cannot be provided using a handful of words,” it says.
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