when I raised my rate I gave everyone 1 year notice for new rate of $28 and then another 1.5 year notice for the additional $2. Any new families have all started out at $30.

I had thought of leaving their rate and only increasing for the new clients but decided to increase with lots of notice. I didn't have anyone leave due to an increase. Maybe the families are hesitant to book a spot with you because you are new? Do you have that posted somewhere? I found it was really hard to get new families at the beginning but now that I have been doing it for years people know I am committed.