Tuition discount rates on the riseThe percentage of tuition and fee revenue that private colleges and universities plow back into financial aid to compete for students has steadily risen the past decade and is nearly half — 46 percent for all undergraduates and 52 percent for first-time full-time freshmen. The numbers from the National Association of College and University Business Officers are based on responses from 405 research, comprehensive and small campuses.AVERAGE INSTITUTIONAL TUITION DISCOUNT RATE, 2007-19*

Note: Tuition discount rate is total grant aid awarded to freshmen expressed as percentage of gross tuition and fee revenue.*2019 data are preliminary estimates. Data are as of the fall of each academic year.Source: NACUBO Tuition Discounting Study | graphic: Chance Brinkman-Sull/Post-Gazette