St. John's College in Annapolis says its audacious tuition cut is paying off

St. John's College in Annapolis says its audacious tuition cut is paying off

"St. John's College, however, decided in 2018 to go in an entirely different direction, slashing tuition rates and making up the difference through a campaign to raise $300 million by June 30, 2023.

"The gamble has paid off, official say, with rising applications, a more diverse student body and a successful fundraising campaign about to wind up....

"The cut was just over 30%, with the yearly tab going from $52,000 to $35,000. The private liberal arts college has campuses in Annapolis and Santa Fe, New Mexico. Tuition for the 2022-23 school year is just over $36,000....

"Kelly Brown, vice president for advancement, said St. John's decided to reduce tuition because of a 'real understanding that the way colleges were presenting tuition numbers was deterring the middle class.'

"'Those of great wealth don't look at the tuition price as the first point of reference and those with great need understand that there are funds available, but in the middle class I think there is a sense that the sticker price is what you pay,' Brown said. 'In slashing (tuition), we made our front window, as it were, to be more appealing to the middle class.'"