In spite of the euphoria of the "Brown v. Board of Education of Topeka, Kansas" decision outlawing segregation, Black leaders and presidents of the member colleges of the United Negro College Fund (UNCF) understood that this critical point in history brought both opportunities and challenges to Black higher education. The "Brown" decision compelled Black college leaders to assess the role of their institutions in the larger society. How did they understand that role, and how did they present it to potential donors? This article will explore the United Negro College Fund's preparation for the "Brown" decision and its response in the immediate aftermath of the ruling. Specifically, it will examine the fund-raising materials used (i.e., letters, press releases, speeches, etc.), the Fund's attitude toward the "Brown" decision, and the response of the UNCF-member college presidents to the decision. What strategies were evident in the Fund's appeals? How did the UNCF attempt to deflect the idea that, in light of desegregation, all-Black institutions were irrelevant? And, how was the UNCF able to support both integration and the livelihood of its member institutions? Lastly, what changes, if any, did the Fund, through its publicity materials, anticipate for the future? For the purposes of this paper, the immediate aftermath of the "Brown" decision refers to the period from 1954 to 1959. The author has chosen to end this paper with 1959 because the situation of Black colleges significantly changed with the onset of the 1960s. The UNCF publicity took on a more black-centered approach as a result of student activism and the energy of the civil rights movement. (Contains 2 tables and 95 footnotes.)