It’s Approaching That Time Again… How to Talk to Parents About Fee Increases

Does anybody ever like having to hear about or notify others about fee increases?

In short, it’s a big fat no.

Especially with the cost-of-living crisis looming large and the instability of the economy on the whole, discussing fee increases is a minefield.

To help, we’ve compiled our top tips for making the conversation about fee increases at your independent school a little less daunting.

1. Be transparent

The best way to maintain the trust you’ve worked so hard to build with your parents is to be utterly transparent.

While fee increases are never welcome news for families, leading with honesty will help them understand why they are necessary.

This could be due to the rising costs of utilities, inflation, increases in staff salaries (and pension contributions) to remain competitive, or improvements to your academic offer or facilities. Whatever your reason, tell them.

2. Be supportive

Parents will undoubtedly have many questions and concerns, so it’s important to reassure them they can talk to you. A commitment to good communication processes when sharing less than positive news is vital if you want to keep parents onside.

Signpost them to key members of staff so they’re clear on where to direct their queries. This could be the Chair of Governors, Head or Bursar. Put them in touch with the people who have the answers.

3. Be relatable

Sentiment and feeling can often get lost in an email or formal letter, so if the relevant people or parties, such as the Chair of Governors, are comfortable doing so, a short video can go a long way in adding a human touch to the announcement.

Being able to see a face (even if you can only manage a photo) reminds parents of the people who are working hard to deliver exceptional service to their children. Connection is key.

Lean on us…

We can help you to attract and retain families during these turbulent times.

We help UK and international school leaders, bursars and marketing & admissions folks to boost revenue with strategic, simple and savvy pupil recruitment and retention services.

So, if you’re navigating the complexities of fee increases or struggling, in general, with marketing and admissions at your independent school, we’re here to support you.

Book a FREE marketing school call

Stay on the front foot

First Name*

Last Name*

Email*

Job title*

Name of school*

School Type*

Making sure you're human!*

How To Talk To Your Parents About School Fee Increases