The problem: The purpose of this study was to explore the characteristics, roles, and contributions of non-profit, small private universities to the overall quality of higher education in the United States, as well as leadership challenges and strategies in promoting a total quality education at small private higher education institutions. Method: The study employed a qualitative design and methodology. In-depth interviews were conducted with the participation of 25 key leaders in various leadership positions at five non-profit, small private universities in Southern California. Qualitative data were synthesized, systematized, generalized, and analyzed to clarify the research questions. Results: The findings revealed that small private universities, with unique characteristics and services, are making great contributions overall to higher education in the United States by satisfying the diverse needs for higher education in an increasingly heterogeneous marketplace. The study obtained thoughtful insights from diverse perspectives and practices of key leaders that may provide helpful data and meaningful experiences for those who are currently working at small private higher education institutions or for those who want to pursue a career in higher educational leadership and administration. Promoting high quality education has been a great challenge for key leaders at small private universities. Conclusions from the study support the belief that small private universities are striving for "quality" with a focused mission, an effective strategic plan, and an unfaltering commitment. Recommendations for leadership practices include effective strategies for enhancing a total quality education which promote productive and meaningful lives. It is recognized that effective leadership plays a crucial role in the transformation, advancement, and prosperity of small private higher education institutions. The brighter future of private higher education depends on the commitment and dedication of the courageous leaders who have a challenging vision, who dare to dream and dare to make strategic changes for the blossoming future of higher education. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]