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ERIC Number: ED474940
Record Type: Non-Journal
Publication Date: 2001-Apr
Pages: 25
Abstractor: N/A
Reference Count: N/A
Racial Sterotyping in Fundraising for Historically Black Colleges: A Historical Case Study.
Gasman, Marybeth
This study explored the appeals made in fund raising for Fisk University to both blacks and whites by the fundraising firm Marts and Lundy, Inc. In 1946, Charles S. Johnson, a noted scholar, became the first black president of Fisk. With the deadline of a major matching endowment challenge approaching, Johnson thought that the assistance of an established fundraising firm would help him meet his goals for the university. The methodology of the study was historical inquiry, using resources from the university's collection and several other archives to explore the policies and practices of Fisk University and Marts and Lundy. The findings show that Marts and Lundy used racist rhetoric in their fund raising appeals to whites, and that Johnson, who maintained silence about his attitude toward their approach, did not lend his name to their letters sent to the white community. Marts and Lundy, in their letters to potential white donors, made derogatory and condescending insinuations about blacks, insinuations that may not have offended the white citizens of Nashville, Tennessee, but would have offended blacks had they received the same publicity piece. In fact, the campaign did not succeed in raising enough money to meet the endowment challenge, and Fisk University did not continue to use Marts and Lundy, Inc. for fund raising. Among the lessons that can be drawn from this case study is that institutions need to supervise fundraising campaigns so that the goals and mission of the institution can remain at the forefront of the campaign. (SLD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A