Many colleges are experiencing financial challenges because of decreasing student enrollment. The Association has completed and shared the studies based on real data on such possible future trends. The results of these studies have pointed out increasing pressures for many colleges to deal with their enrollment numbers. Especially for Liberal Arts Colleges and other “private institutions” to be able to attract enough students. We have learned that several colleges plan to lower their tuition as reported in the media. If the elasticity of demand for their services is greater than one, then lowering the tuition may lead to enrollment increases. Otherwise, it is just a wishful strategy.  In other words, lowering tuition will not always guarantee for enrollment to increase.