ERIC Number: EJ902530
Record Type: Journal
Publication Date: 2006-May
Abstractor: As Provided
Reference Count: 0
Black College Alumni Giving: A Study of the Perceptions, Attitudes, and Giving Behaviors of Alumni Donors at Selected Historically Black Colleges and Universities
Cohen, Rodney T.
International Journal of Educational Advancement, v6 n3 p200-220 May 2006
Historically, Historically Black Colleges and Universities (HBCUs) have struggled in their attempt to solicit financial gifts from its alumni. Traditionally, black college alumni have appeared to show negligence in their effort to support their alma maters. As a result, many black colleges have ignored them as potential donors. This lack of attention may be crucial to the very survival of HBCUs. Historically, many of these colleges have depended on the support of foundations and corporations. However, with the shift in funding priorities by many foundations and corporations and an increased competition for support by other institutions, funding from these funding sources has become limited and in some cases nonexisting. Therefore, the need for many HBCUs to garner financial support from its alumni is vital for their survival. The purpose of this study was to improve on the knowledge and understanding regarding black college alumni as it relates to their alma mater and the philanthropic process. Since contributions from alumni play such a significant role in the life of an institution, the question is "what can be expected from alumni giving at black colleges in the coming decades?" In response, this study sought to investigate the perceptions, attitudes, and giving behaviors of alumni donors at a selected group of HBCUs. The research study was conducted among 1000 alumni donors of four historically black colleges and universities. The results of the study uncovered some interesting findings, which paralleled and contradicted some previous studies dedicated to African American giving. The findings uncovered the fact that alumni literature has not influenced them to give financially. Although alumni donors in this study tended to show high levels of dedication and desire towards giving, however, they felt that their alma mater could exist in the future without their support. Finally, alumni believed that their alma mater was not in the best position financially. Consistent with past studies regarding African American philanthropy, alumni in this study support the church almost four times that of the alma mater.
Descriptors: Black Colleges, Donors, Alumni, Corporations, Private Financial Support, Institutional Advancement, Educational Finance, Fund Raising, Philanthropic Foundations, Surveys, African American Attitudes
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A