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HBCU LEADERS’ STRATEGIES FOR INCREASING ALUMNI DONATIONS
BY DR. DUB C. TAYLOR
Tuition. Public Money. Private Money. We’re all familiar with the revenue sources that sustain our HCBUs, but there is less familiarity with the strategies that HBCU leaders use to encourage alumni to be active donors. Additionally, there has been some uncertainty about the roles that HBCU leaders play in alumni engagement and solicitation. In my capstone research, I had an opportunity to interview six HBCU leaders to learn more about the strategies they used to increase alumni engagement and donations.
Exploring Innovative New Methods When it came to the methods that they were using to keep alumni engaged, nearly every HBCU leader discussed the ways they were using technology. With the onset of the global COVID-19 pandemic, many of the HBCU leaders had to figure out how to expand their reach without having in-person events. In addition to sending their traditional mailers, the HBCU leaders also turned to sending mass emails and other mass messaging tools. When the pandemic halted all in-person activities, HBCU leaders had to consider new ways to host traditional, in- person engagement events to keep the money coming into the university. To do so, many turned to virtual
meeting spaces. Related to technology, HBCU leaders also mentioned that they instructed leaders to increase their institutions’ presence on social media in order to appeal to younger alumni. Social media profiles were used to communicate noteworthy information about the institution and make solicitations for alumni support. Honoring Tradition While the participating HBCU leaders lifted the importance of innovation, they also clearly understood the importance of valuing tradition when it came to enlisting and retaining alumni donations. This was especially true when it came to managing giving relationships. Many of the participants noted leveraging the innovative
use of technology with younger alumni and
students, while honoring more traditional methods for their more seasoned alumni. Outside of direct mailers, HBCU leaders were also utilizing phone calls to enlist alumni to give. Another method for giving was to utilize in-person fundraising events. These were a very traditional approach to alumni giving. Homecoming celebrations were a major area of engagement for HBCU leaders. Diversifying Giving Methods The participating HBCU leaders also reported that they increased alumni giving by diversifying the ways that alumni could give to the institution. That normally happened with CashApp, Givelify,
There were five areas of focus in their answers.
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