"During tough economic times, socking money away for the kids' college fund may be the last thing on parents' minds. But efforts are under way to turn saving into something too good to refuse," The Christian Science Monitor reports. "Savings in the I-529 and state-sponsored 529 plans also offer significant tax advantages. To encourage participation, 12 states currently have a 529 matching-grant program or pilot, typically geared to lower-income families. Several states also offer scholarships or discounts linked to their 529 plans. Parents of high school seniors are prepared to meet only about 13 percent of the average total cost of four years of college (about $100,000), according to Fidelity Investments, which manages several state 529 plans. Parents of 15- to 18-year-olds are on track to cover a quarter of the costs, but those who have college savings accounts are on track to cover nearly half. Many parents mistakenly believe savings count heavily against them in calculating financial aid."