When you, as School Head, set and announce tuitions, you fear parents will protest any increase. Reduce your concerns by planning carefully and developing a solid “case,” focusing on the student benefits garnered from the school’s financial stability. When you are confident about the strategic plan you and the Board have for the future—and when you understand the way parents think about your school—you can reinforce the value they receive for their tuition “investment.” (ISM’s research demonstrates that parents don't question the tuition for school experiences that provide value.)