Fundraising during an economic downturn within the Historically Black College and University environment

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. © 2010 Macmillan Publishers Ltd.