The Wisdom of a Tuition Reset at St. John's College

In general, the higher education industry wants to communicate that it has something valuable to offer. However, setting the price tag to be beyond the means of almost every family that wants to enroll a student sends the wrong message.

Consider starting a philanthropic campaign with alumni support. This approach taps into alumni’s understanding that college affordability is a problem for their families. They often want to contribute to defray the costs.

Have a strategic communication plan that transparently and sincerely communicates the tuition reset to recent graduates, current students, and prospective students. Each will have a different take and it’s important to have authentic conversations with them about why decisions have been made.