HBCUs Get Savvy About Fund Raising

Today, anyone interested in donating to the United Negro College Fund (UNCF) can do so online. Howard University scored a coup when it recently hired the long-time UNCF fundraising director. And, Hampton became the first HBCU to complete a $200 million capital campaign.

Everywhere, there is evidence that HBCUs and their supportive organizations are becoming more savvy and aggressive about fund raising and development. More and more, these schools are adopting advancement models to enable them to craft a more cohesive and lucrative approach to development. Certainly, what we are seeing is not your run-of-the-mill HBCU fund raising anymore.

“Advancement is different because it attempts to move the institution forward instead of just raising money,” says Alice Green Burnette, founder and principal of Advancement Solutions, a development consulting firm in Palm Coast, Fla.

“Corporations are interested in getting the biggest bang for our buck,” says Noel Hankin, vice president of multicultural marketing at Schieffelin & Somerset and a member of the Thurgood Marshall Scholarship Fund board. “We want to be sure the contributions we make are being well spent.”

Howard President H. Patrick Swygert, is thrilled about having a former UNCF Chief lead his advancement team, is looking forward to exploring new opportunities with alumni.

“Estate gifts, if properly cultivated and pursued will have an impact,” he says. Howard also intends to prospect among the emerging crop of African American millionaires who are in their 20s and 30s.

As far as students go, Swygert says college is a good time to begin instilling the notion of responsible giving. “So they can understand that they have an obligation to give back,” he says. “We can do a better job of drilling that message.” He adds that it is a lot easier to start when people are students than it is once they become mature adults who are accustomed to enjoying the benefits of alumni status with no investment.