Abstract
During tough economic times, fundraising can become increasingly difficult. At the nation's Historically Black College and Universities (HBCUs), the situation is exacerbated by a legacy of underfunding by various public and private entities as well as a commitment to educating mainly low-income, first generation students who need considerable financial aid. This article focuses on fundraising within the HBCU context during dire economic times. From the perspective of an informed practitioner, I discuss the various approaches used by HBCUs to weather the economic storm, including increased alumni engagement, outcomes fundraising (instead of crisis fundraising), faculty involvement, and pro-active public relations. I juxtapose my practitioner perspective with the literature on fundraising to illuminate concrete strategies for moving HBCUs from mere survival to success. In terms of data sources, I use the strategies employed by Prairie View A M University, an HBCU, in the areas of alumni relations, all campus fundraising, and public relations as well as donor letters and other solicitations. I analyze these strategies and provide recommendations for other HBCUs and minority serving institutions. Given that many HBCUs are having life-threatening financial problems right now (for example Morris Brown and Paul Quinn Colleges), uncovering successful fundraising strategies that can be replicated by others is absolutely essential.
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Bowman, N. Fundraising during an economic downturn within the Historically Black College and University environment. Int J Educ Adv 9, 266–272 (2010). https://doi.org/10.1057/ijea.2009.45
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DOI: https://doi.org/10.1057/ijea.2009.45