Tuition discounting rates for private colleges have reached record highs, with average discounts of 56.3% for first-time undergraduates and 51.4% for all undergraduates in the 2024-25 academic year. This marks an increase from the previous year, illustrating institutions' reliance on discounts to attract and retain students who may struggle to afford tuition. More than 83% of students receive institutional grant aid, reflecting efforts to make college more accessible. However, the disparity between actual costs and sticker prices complicates understandings of college affordability amidst differing revenue models between public and private institutions.
"The NACUBO Tuition Discounting Study underscores an important kitchen-table issue: Although some families may assume that college is out of reach, there are many, many private colleges and universities that offer substantial aid to make education accessible."
"Discounting strategies are often used to attract or retain students who are unable or unwilling to pay full tuition and fees, complicating understanding of actual college costs."
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