PAYING FOR COLLEGE:

DISTINGUISHING BETWEEN COST AND PRICE

DECEMBER 2009

By SANDY BAUM

1 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 ACKNOWLEDGEMENT
Jobs for the Future is grateful for the generous support of Lumina Foundation for Education that made
this publication possible. Lumina Foundation for Education, an Indianapolis-based, private, independent
foundation, strives to help people achieve their potential by expanding access to and success in education
beyond high school.

MAKING OPPORTUNITY AFFORDABLE

Making Opportunity Affordable is a multiyear initiative focused on increasing productivity within U.S.
higher education, particularly at two- and four-year public colleges and universities. The aim is to use
dollars invested by students, parents, and taxpayers to graduate more students. The initiative relies on
partner organizations working within various states to develop, promote, and implement policies and
practices that will help achieve this goal. For other resources on increasing productivity in U.S. higher
education, please visit http://www.makingopportunityaffordable.org.

JOBS FOR THE FUTURE

Through research, analysis, action, and advocacy, JFF develops promising education and labor market
models, expands successful models in communities across the country, and shapes the policy environment
that enables American families and companies to compete in a global economy. JFF provides research,
idea development, and grant management support for Making Opportunity Affordable.

ABOUT THE AUTHOR

Sandy Baum is Senior Policy Analyst at the College Board and former Professor of Economics at Skidmore
College. Dr. Baum earned her B.A. in sociology at Bryn Mawr College and her Ph.D. in economics at
Columbia University. She has written extensively on issues relating to college access, college pricing,
student aid policy, student debt, affordability and other aspects of higher education finance.

Dr. Baum is the co-author of Trends in Student Aid, Trends in College Pricing, and Education Pays: The
Benefits of Higher Education for Individuals and Society for the College Board. Other recent work includes
studies of setting benchmarks for manageable student debt levels and of tuition discounting in public and
private colleges and universities. She co-chaired of the Rethinking Student Aid study group, which recently
issued comprehensive proposals for reform of the federal student aid system.

i PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 TABLE OF CONTENTS
1 Introduction

2 Understanding the Basics: A Primer on Key Concepts in College Finance

2 Cost

3 Price

4 Net price

4 Subsidies

5 Revenues

6 Seeking Solutions: Slowing the Growth in the Cost of Providing Higher Education

6 Improving Financial Data Collection

6 Promising Strategies for Containing Costs

7 Conclusion

8 References

8 Endnotes

ii PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 INTRODUCTION
With tuition bills rising, incomes falling, and savings decimated, Conversations about cost generate intense emotions and
paying for college is more difficult than ever. Some students vigorous arguments. State policymakers often threaten
borrow tens of thousands of dollars, while others delay college, colleges with sanctions such as funding cuts if they do not
hoping to earn enough to attend in the future. Nevertheless, keep prices low. In turn, institutions often respond defensively,
college remains a wise investment at this time when the pointing to the difficulty of maintaining quality and increasing
vast majority of family-supporting jobs require a productivity without more resources.
postsecondary degree.
These challenges make moving the affordability agenda
Unfortunately, most public discussion about the best way to forward all the more important. Strengthening communication
ensure that college is financially accessible to anyone willing about the causes and effects of spiraling higher education
and able to benefit is too narrow, focusing only on the price of costs is an important step toward slowing their growth. Paying
college and the student resources available to pay that price. for College makes a start at advancing this conversation. It
The institutional-cost side of the higher education system outlines a simple framework for understanding concepts in
has only recently begun to receive the attention it deserves. college costs. Developing both clear language to describe
Prompted in part by the current fiscal crisis, public discussion the central elements of college finance and adequate data
of college access now includes talk of how institutions can do a to measure and compare trends are key components of the
better job of managing their expenditures. process. The paper also reviews basic college finance concepts,
explains existing evidence about costs, and describes some
Policymakers on college campuses, as well as state and federal
of the gaps in available data. The goal is to lay the
officials concerned with higher education, have a responsibility
groundwork for constructive efforts to hold down costs
to devise innovative approaches to reducing the cost of
without compromising quality or educational opportunities.
providing quality postsecondary education. Although there are
no simple solutions, the policy community is beginning to gain
access to data explaining expenditure trends across sectors
and over time. This is due in part to work of the Delta Project
on Postsecondary Costs, Productivity and Accountability over
the last two years. Founded in 2007, the Delta Cost Project is
dedicated to improving college affordability by providing better
information on patterns and trends related to institutional
costs and productivity to examine and analyze postsecondary
education revenues and expenditures over time.

1 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 UNDERSTANDING THE BASICS: A PRIMER ON
KEY CONCEPTS IN COLLEGE FINANCE
Before developing potential solutions to the problem of college affordability, it is essential to understand the basic
tenets of college finance and how key concepts fit into the big picture of making educational opportunity affordable.
Although the concepts may not appear complicated, misconceptions about how institutions receive funding and
what they do with it commonly lead to misunderstandings about the feasibility of various approaches to solving
their financial problems.

COST
The term “cost” is best reserved for describing the amount did when Beethoven was alive. It is not possible for musicians
of money colleges and universities spend to produce and to produce any more music per hour in the 21st century than
provide education and related student services. The total several hundred years ago, though their pay rises over time
cost includes the costs of all goods and services institutions (along with wages of other service providers) to keep the
must purchase in order to function. Historically, faculty and industry relatively competitive for talent. There can certainly
other staff salaries and benefits have constituted the largest be variation in the number of courses faculty members teach
cost for each institution. Building construction, maintenance, and innovations in classroom technology hold significant
technology, energy, insurance, and library books are among promise, but real progress in managing costs is likely to come
the other major costs. in other areas of campus operation. This is particularly true
because non-instructional costs have grown most rapidly
The per-year cost of educating a student at a public four-year
over time.
college or university is about three times higher than at a two-
year public college (NCES 2007, Table 348). Private four-year In fact, these non-instructional expenses tend to rise faster
institutions spend considerably more than public institutions than prices of other goods or services in the overall economy.
on aspects of students’ educational experiences—faculty The trend is clear, according to a comparison of the Consumer
salaries, dormitory services, and other amenities, to name a Price Index to the Higher Education Price Index, which
few. The cost of educating a student per year at a private four- measures price changes of the goods and services colleges
1
year college or university is about 20 percent more than at a and universities purchase. Starting from a base of 100 in
public four-year institution (NCES 2007, Table 350). 1983, the HEPI rose to 168 in 1995, and reached 270 in 2008.
In contrast, the CPI was 153 in 1995 and 216 in 2008. Over the
In addition, the cost of educating students has risen
past decade, the average annual HEPI increase has been 3.9
more rapidly than the cost of production in many other
percent, compared to a 2.7 percent annual increase for the CPI
industries. One explanation is the labor-intensive nature 2
(Commonfund Institute, HEPI 2007).
of providing education, although it is not the only reason.
While manufacturing industries strive to increase production Although salaries are a major component of the HEPI, they
without increasing costs, this is difficult to achieve in service have not been the driving force in its growth. From 2001
industries like education without sacrificing quality. Forty through 2007, when average prices paid by colleges and
years ago, economist William Baumol famously used the universities increased just over 4 percent per year, colleges
example of a string quartet to illustrate what has become and universities paid more than they had previously for
known as “Baumol’s cost disease” (Baumol 1967). He posited particular services. For example, fringe benefits rose 5.5
that it takes the same number of people roughly the same percent and utility prices rose 8 percent per year, creating
amount of time to play a Beethoven string quartet today as it particular pressures on colleges and universities.

2 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 Table 1.
Average Published Tuition, Fee, Room, and Board Charges at U.S. Colleges and Universities,
1988-89 to 2008-09, in Constant 2008 Dollars
(with percentage increase from 10 years earlier, after adjusting for inflation)

1988-89 1998-99 2008-09

Public, Four-Year

Tuition and fees $2,929 (+27%) $4,376 (+49%) $6.585 (+50%)

Tuition, fees, room and board $8,270 (+15%) $10,471 (+27%) $14,333 (+37%)

Private, Nonprofit, Four-Year

Tuition and fees $14,857 (+50%) $19,825 (+33%) $25,143 (+27%)

Tuition, fees, room, and board $21,644 (+40%) $ 27,580 (+27%) $34,132 (+24%)

Public, Two-Year

Tuition and fees $1,483 (+35%) $2,095 (+41%) $2,402 (+15%)

Source: The College Board, Trends in College Pricing 2008, www.collegeboard.com/html/costs/pricing

Institutional grant aid (financial assistance to students

PRICE
from the college or university they attend) has also been
The annual price of college to students and their families
consuming a growing share of campus budgets. Much of this
includes charges for tuition, fees, room and board, and other
aid is dedicated to making college affordable for students who
expenses such as books. These are the figures that generate
would not be able to enroll without it. Cutting this portion of
the most public attention and debate. Just as clothing store
the budget could increase the price students actually pay and
customers are typically more concerned with a shirt’s price tag
reduce educational opportunities. However, colleges use a
than how much the manufacturer paid garment workers
significant portion of institutional aid to compete for particular
to make the shirt or how much it cost to transport the shirt
types of students, such as strong academic performers,
to the mall, college students and their families are generally
sometimes regardless of financial need. This competition
much more concerned with the price of college rather than
contributes to upward pressure on costs and price as larger
the cost of all the factors that go into producing the
tuition discounts are given to some students, whereas others’
educational experience.
financial needs are not met.
In 2008-09, the average published—or price-tag price—of
Both public and private colleges are offering more elaborate
tuition and fees at four-year public colleges and universities
amenities (e.g., new exercise facilities) and more extensive
was $6,585 for in-state students, plus $7,748 for room and
services (e.g., dorm rooms equipped with state-of-the-art
board for students living on campus. The $14,333 total
technology) in addition to spending considerable amounts
represented a one-year increase of nearly 6 percent—and was
on marketing so they can increase the size of their student
37 percent higher than the average price a decade earlier
bodies, the success of their athletic teams, or their prestige
(adjusting for inflation). While prices for private, nonprofit
in rankings.

3 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 Table 2.
3
Institutional Aid, Published Price, Net Price: 2007-08

Public, Four-Year Private, Nonprofit, Public, Two-Year Private, For-Profit

Four-Year

Percent receiving 30% 67% 17% 7%

institutional aid

Average institutional $3,900 $10,400 $1,200 $1,600

4
grant award

Institutional grant funds $1,170 $6,968 $204 $112

5
per student

Average tuition and fees $7,100 $23,400 $2,400 $11,900

Net tuition and fees $5,930 $16,432 $2,196 $11,788

Ratio of net tuition and 0.84 0.70 0.92 0.99

fees to published tuition
and fees

Source: National Center for Education Statistics, Undergraduate Financial Aid Estimates by type of institution in 2007-08: Web Tables, NCES 2009-201.

colleges and universities have risen at a fairly steady rate over

SUBSIDIES
the past three decades, the increase rate at public four-year
In most cases, the published tuition and fees at public and
institutions has been accelerating. At public two-year colleges,
private nonprofit colleges and universities are too low to
tuition and fees rose rapidly between 1986-87 and 1996-97 but
cover all the costs the institution incurs to educate students.
have since slowed (see Table 1).
Even if all students paid the published price, the institution
would depend on revenues from other sources to supplement
NET PRICE tuition revenues. The difference between the undiscounted
Just as the price tag on a shirt may feature a regular price price of obtaining a college education and the average
that is crossed out and replaced with a sale price, the cost of providing the education is the “general subsidy.”
sticker price of a college education is frequently discounted. Every student enrolled in the institution receives this
In addition, many students get financial assistance from general subsidy. It is sometimes called an institutional
government and other sources. As a result, many students pay subsidy or an indirect subsidy.
a net price that is significantly lower than the total amount of
General subsidies at public institutions are a familiar concept.
tuition, fees, room, and board published in the college catalog.
State and local governments appropriate funds for public
Based on the institutional aid awarded, the average net tuition colleges and universities with the intention of providing
and fees that private four-year colleges and universities widely accessible higher education. In fiscal year 2009, states
charge their students attending full-time and for the whole appropriated a total of $78.5 billion for operating expenses
6
academic year is about three-quarters of the published rate. of public higher education institutions. Local governments
Although they discount less, public colleges and universities also contribute, particularly to community colleges. However,
also charge net prices that are significantly lower than the tax appropriations per student have failed to keep pace with
published prices (see Table 2). inflation in recent years, increasing the reliance on tuition

4 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 revenues at public institutions. It is also important to note that
the level of state subsidy varies considerably across states. For Figure 1.
example, Wyoming and Alaska contribute more than twice as Total Cost of Education = General Subsidy + Grant Aid + Net Price
much per student as the national average, while Vermont and Net Price = Total Cost of Education – General Subsidy – Grant Aid
New Hampshire contribute less than half the
7
national average.

Although prices are higher at private, nonprofit colleges

and universities, these institutions also charge average
prices that are less than the average cost of producing the
education. The general subsidies to students in the private
sector come primarily from private funds, including income
from endowments and annual giving. Wealthier colleges can
subsidize their students more generously than those without
8
healthy endowments or strong donor bases.

However, general subsidies are frequently invisible to students

and their families. Those who also receive direct subsidies—aid
from institutions or other sources—are aware that they are
not paying the full price. Those who pay the full sticker price
but enjoy the same general subsidy as other students at their
Aided Student Full-Pay Student
institution may be under the false impression that they are
paying the entire cost—or even more than the entire cost—of
Net Price Grant Aid General Subsidy
their education. This misunderstanding sometimes leads to
the concern that full-pay students are subsidizing the students
who receive institutional financial aid. It is true that if a college
could fill its class without granting any price discounts, the REVENUES
sticker price could be lower. But it is more accurate to say State and local government appropriations account for about
that most full-pay students simply receive smaller subsidies 27 percent of the revenues at public colleges and universities
from the institution than classmates receiving grant aid (NCES 2005, Table 338). Tuition revenue constitutes less than
(see Figure 1). 20 percent of total revenue. Hospitals and auxiliary enterprises
such as dormitories, college stores, and health services
generate a similar amount of revenue (NCES 2005, Table 330).
These enterprises are generally self-supporting and, in some
cases, may include profit centers.

Although tuition and fees provide about one third of the

revenues at private, nonprofit institutions, hospitals and
auxiliary enterprises provide a proportion similar to that in the
public sector. Appropriations, grants, contracts, and gifts from
the federal government and from private sources combine
to be almost as important as tuition (NCES 2005, Table 334).
Some institutions are seeking new sources of revenue from
undertakings such as retirement communities or conference
centers. Non-instructional revenues can be used to supplement
tuition revenues, increasing the general subsidy and keeping
the tuition price lower than it otherwise would be.

5 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 SEEKING SOLUTIONS: SLOWING THE GROWTH IN
THE COST OF PROVIDING HIGHER EDUCATION

Cost-saving measures do not always lead to price restraint. But unless colleges and universities take such steps,
either the price of a postsecondary education will continue to grow at unacceptable rates or the quality of the
educational experience will decline. While managing costs is more difficult in education than in non-service
industries, colleges must make every effort to find more cost-effective ways of producing high-quality educational
opportunities. Slowing the growth in the cost of providing higher education is not in itself sufficient to ensure
college access to anyone, regardless of financial circumstances, but it is certainly necessary.

IMPROVING FINANCIAL P R O M I S I N G S T R AT E G I E S
D ATA C O L L E C T I O N F O R C O N TA I N I N G C O S T S
An important first step toward controlling the cost of higher The differences in missions among the wide variety of
education is improving the government’s capacity to collect postsecondary institutions in the United States make
accurate, up-to-date, and relevant data regarding institutional generalizations about appropriate cost-management measures
expenditures and revenues. Expenditure and revenue patterns difficult. This is one explanation for resistance on campuses
differ significantly across the sectors of higher education. and among college advocates to public conversations about
Detailed financial data must be available for each. For example, improving efficiency. There may be technologies that can
while public doctoral universities devote about 17 percent greatly enhance teaching effectiveness and reduce costs in
of their budgets to research, this category is negligible for some courses on some campuses, but that would significantly
public two-year colleges, which spend about 39 percent of alter the essence of the classroom experience in other courses
their budgets on instruction (Delta Cost Project 2007, Table on other campuses. Elaborate academic student services
A5; NCES 2007, Table 348). In public, four-year institutions, that are vital to student success on some campuses may be
spending on scholarships, fellowships, research, public service, superfluous on other campuses. Fear of “one-size-fits-all”
and operation of hospitals has increased since 1980, while approaches contributes to resistance of organized efforts to
instruction, plant operation, maintenance, and auxiliary reduce costs.
enterprises have become smaller parts of the budget.
This does not make waste-reducing efforts on individual
It is difficult to compare public and private institutions because campuses less important or less feasible. Promising practices
of differences in their accounting systems and the time periods to increase cost effectiveness that have been implemented
for which data are available. Moreover, much more detailed on some campuses include purchasing consortia, the sharing
standardized data on expenditures are needed. In 2008, the of resources across campuses, energy conservation, and
Delta Project on Postsecondary Education Costs, Productivity innovations in teaching technologies.
and Accountability developed measures, using data from the
It may be tempting to focus on reducing student aid—a growing
Integrated Postsecondary Education Data System (IPEDS), to
component of the budget—as a strategy for managing costs.
allow for evaluation over time, and to compare information
However, as reflected in the new accounting standards for
within states or sectors. This work also included reconciling
private colleges, most financial aid is actually a discount off
data inconsistencies, allowing for discussions of campus costs
the tuition price, not an expenditure. Institutions frequently
that previously relied on data from 1995-96, the last point in
would be unable to fill their seats and generate their current
time when comparisons were possible. Much work remains to
levels of revenue without these discounts. Although some
be done.
need-based student aid may not serve to increase net revenue,

6 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 cutting this type of financial assistance in an effort to hold
down published prices is likely to be counter-productive
as well. When the goal is to make college more affordable,
raising net prices for those with the most limited means is
hardly a constructive solution. However, it would be helpful if
institutions provided clearer information about the net prices
students should expect to pay.

It is important to remember that reducing the cost of

educating students will help expand college access only if
the cost reductions are passed to students in the form of
lower tuition. Frequently, cost reductions in one part of an
institutional budget are associated instead with increased
expenditures in other areas or the addition of new programs or
services. Administrative expenses have risen more rapidly than
either instructional or research expenses, and this imbalance
surely contributes to cost containment difficulties as well.

CONCLUSION
The prices that students pay for college are determined by the unpredictable and erratic changes in non-tuition revenues,
convergence of several forces. Financial aid, either from the such as shrinking endowment payouts in the nonprofit
institution itself or from other sources, lowers the net price sector, frequently lead to short-term fixes that cut directly
and makes college more affordable to many more students into educational offerings, rather than to long-term planning
than what the published price might suggest. But important for increasing cost effectiveness. Innovative approaches
forces behind the published price enhance or diminish to teaching, successful purchasing cooperatives, sharing
affordability. The rising cost of providing education is at the of resources across institutions, and other real cost-saving
core of the increasing share of income many students and approaches require careful planning and cooperation across
their families must dedicate to higher education bills. More constituencies.
generous public subsidies can be a powerful force in mitigating
Our country can certainly make it a goal to provide access
the impact of rising student costs. But this can only happen if
to high-quality higher education for all who would benefit
the available resources are used as efficiently and effectively
from it. The importance of offering a variety of educational
as possible to keep the price at a manageable level.
experiences—and the range of costs inherent in providing that
To make higher education affordable, reliable funding—both variety—must be acknowledged. But to reduce barriers to
for the provision of general subsidies and for student aid— college access and a middle-class lifestyle—and to strengthen
must be combined with institutional efforts to hold down the the U.S. economy—the college affordability problem must be
cost of providing quality higher education. Unfortunately, tackled from both sides of the balance sheet.

7 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
 REFERENCES 4. Average amount of grant aid received by full-time, full-year
undergraduate students during the
Baumol, William J. 1967. “Macroeconomics of Unbalanced
2007-08 academic year that was funded by the
Growth: The Anatomy of Urban Crisis.” American Economic
postsecondary institution attended.
Review, Vol. 57, No. 3.
5. Amount of institutional grant aid divided by the number of
Delta Cost Project. 2008. Trends in College Spending: Where
students receiving aid funded by the postsecondary institution
Does the Money Come From? Where Does It Go? Washington,
attended during the 2007-2008 academic year.
DC: Delta Project on Postsecondary Education Costs,
Productivity, and Accountability. 6. Source: www.grapevine.ilstu.edu/fifty_state_summary.htm.

NCES. 2005. Digest of Education Statistics 2005. Washington, 7. National Center for Higher Education Management Systems,
DC: National Center for Education Statistics. Information Center for Higher Education Policymaking and
Analysis (www.higheredinfo.org). State and local public higher
NCES. 2007. Digest of Education Statistics 2007. Washington,
education support per full-time equivalent student. From
DC: National Center for Education Statistics.
State Higher Education Finance Report, 2007. State Higher
NCES. 2009. National Postsecuondary Student Aid Study. Education Executive Officers.
Web Tables: Undergraduate Financial Aid Estimates by Type
8. Although many institutions charge higher prices for
of Institution in 2007-2008. Washington, DC: National Center
students enrolled in more expensive programs such as
for Education Statistics.
engineering, there is also some cross-subsidization within
universities. Despite this variation in general subsidy levels
ENDNOTES within campuses, there is greater variation across institutions,
1 The Higher Education Price Index (HEPI), which tracks the in both the public and the private nonprofit sectors.
main cost drivers in higher education, is issued annually by
Commonfund Institute and distributed free to educational
institutions. HEPI is considered a more accurate indicator
of cost changes for colleges and universities than the more
familiar Consumer Price Index. HEPI measures the average
relative level of prices in a fixed basket of goods and services
purchased by colleges and universities each year through
current fund educational and general expenditures, excluding
research. HEPI is compiled from data reported and published
by government and economic agencies. The eight categories
cover current operational costs of colleges and universities:
utilities; supplies and materials; miscellaneous services;
and salaries and fringe benefits for faculty, administrative
employees, clerical employees, and service employees.

2. Based on 1998-2008 averages of the HEPI and CPI.

3. All data reported, in Table 2 is based on NCES data for

full-time, full-year undergraduate students.

8 PAYING FOR COLLEGE: DISTINGUISHING BETWEEN COST AND PRICE | MAKING OPPORTUNITY AFFORDABLE
JOBS FOR THE FUTURE
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