As private colleges nationwide worry that the recession may drive students away to lower-priced public schools, one West Virginia campus is trying out a novel approach.
It's matching public campus prices.
Davis and Elkins College, a liberal arts campus of 600 students in the east-central part of the state, promises to hold its tuition equal to the tuition and fees at the state's flagship school, West Virginia University.
It's a move that also will bring Davis and Elkins much closer to rates at other public campuses with which it competes, including Fairmont State University.
The offer -- a reduction of more than $14,000 per year -- will be available starting this fall to full-time applicants who graduate from high school this spring with at least a 2.5 grade average and live in one of seven counties near the campus.
The National Association of Independent Colleges and Universities, a group of 952 private campuses, said it knew of only one other school, California Lutheran University in Thousand Oaks, Calif., that makes a similar pledge.
The offer comes as growing joblessness and worries about financial aid availability are making this recruiting season arguably the most unpredictable in decades. Many private campuses are taking added steps to hold down costs, and some are likely to offer even deeper discounts than usual off their "sticker price" once students go through the financial aid process. But this offer is more direct.
"There is something to be said for the clarity and transparency of being told, up front, this is what you can expect to pay," said Tony Pals, a spokesman for the National Association of Independent Colleges and Universities in Washington, D.C.
"This is an especially innovative approach," he said. "It's one that will be watched closely by other private colleges, especially if enrollment at our institutions decreases this year."
The school in Elkins says its moves explain why applications this year already top 1,000, triple last year's pace.
Almost 90 percent of its students are from instate or from neighboring Pennsylvania, Virginia, Maryland and Ohio. But the school is attracting fewer students from just beyond its front door, specifically Randolph, Upshur, Barbour, Pocahontas, Tucker, Pendleton and Webster counties. Out of 175 full-time freshmen this year, 55 are from those counties, down from 77 last year.
Price is a factor, says the college, noting the area's relatively low household income.
Rates for next year aren't set, but tuition this year at Davis and Elkins is $19,320, not counting $520 in fees. By comparison, a year's in-state tuition and fees total $5,100 at West Virginia University and $5,024 at Fairmont State.
"Kids were driving by us and going to Fairmont State and WVU," said Kevin Wilson, vice president for enrollment management and chief operating officer.
Those students will soon have a similarly priced alternative near home, thanks to what Davis and Elkins calls its Highlands Scholar program.
Bill Schackner can be reached at bschackner(at)post-gazette.com. For more stories visit scrippsnews.com
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