Fee increases are one of the conversations childcare directors dread most. Parents are already stretched. The cost of living conversation is everywhere. And the relationship you have built with families feels like it is being tested the moment you put a number on it.
But not raising fees when your costs have increased is not kindness, it is a path to a centre that cannot survive. And a centre that cannot survive helps nobody.
Lead with context, not apology
The tone of a fee increase communication sets everything. If you frame it apologetically, “we really hate doing this but…”, you signal that the increase is somehow wrong, which invites resentment. If you frame it clearly and confidently, “here is what has changed in our costs, here is what we are committed to maintaining”, it lands very differently.
Parents understand that costs go up. They are experiencing it themselves. What they need is honesty and reassurance that the quality of care their child receives is not changing.
What to include in the communication
Give adequate notice, a minimum of four weeks, ideally more. Explain briefly what has driven the increase (wages, energy costs, food, insurance, pick the ones most relevant to your situation). Affirm your commitment to the things families value most about your centre. And make it personal where possible, a director’s note carries more weight than a form letter.
Handle individual conversations with care
Some families will reach out. They might be stressed, they might push back, they might need a conversation about payment plans or timing. Have those conversations individually and with genuine care. In most cases, a family that has been with you for two years is not leaving over a $10 weekly increase, they just need to feel heard.
The families who leave were probably already ambivalent. The ones who matter will stay, especially if they trust you.
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