You’d think locking in tuition would be a sure way to attract students — but there’s one big problem with it. 

Here’s how it works: Incoming students are able to lock in tuition (and mandatory fees) for their four years of college.

When you consider most institutions increase tuition between 4.5% and 6.5% each year, it sounds like a good deal, right?

But colleges and universities trying this approach are finding it a tough sell.

Two universities currently giving the program a try are the University of Texas at Dallas and Oklahoma City University. But others, including Central Michigan University and Pace University, have already given up the idea.

This is the problem:

Locking in tuition naturally means no yearly increases. To make up for that, institutions must boost tuition for each incoming freshman class in a big way – often up to 12% more than the year before.

When families consider sending their child to college, they’re generally focused on the cost of that freshman year. And at a tuition-guaranteed college, they’re looking at bigger-than-usual numbers – even though there’ll be substantial savings over the course of four years.

Short-sighted on the part of families?  Perhaps. But no matter how you look at it, it’s one big marketing headache for higher ed institutions.

Has your institution considered locking in tuition rates? Let us know in the comments section below.

Tags: Central Michigan University, Oklahoma City University, Pace University, tuition, University of Texas