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HBCU Alumni Giving: Empowering Our Legacy Amid Organizational Challenges

By Steven O. Onukwuli, Ed.D. Owner of Kollege Korner LLC.

In the face of unprecedented financial challenges, Historically Black Colleges and Universities (HBCUs) are calling upon their greatest asset: their alumni. The importance of alumni giving has never been more critical as these institutions continue to shape the future of Black education and leadership in America. However, the current climate of chaotic administrative changes, inefficient alumni associations, and unskilled boards of trustees are contributing factors to the decline of alumni giving and the sense of belonging among graduates. To ensure that HBCUs thrive, addressing these internal challenges is just as important as alumni engagement efforts.

The Impact of Administrative Instability and Alumni Association Inefficiency

Administrative changes within HBCUs can create a sense of instability that affects alumni confidence in their alma mater. Frequent leadership turnovers, coupled with mismanagement and lack of strategic direction, can lead alumni to question the effectiveness of their financial contributions. Inefficient alumni associations, often burdened by outdated practices and lack of transparency, exacerbate the issue. Alumni may feel disconnected from their institutions when they perceive that their contributions are not being utilized effectively or when they experience poor communication from alumni organizations (Freeman & Gasman, 2023).

Additionally, unskilled boards of trustees can hinder the strategic growth and financial stability of HBCUs. Boards that lack the necessary expertise in higher education governance and financial management may struggle to make decisions that promote the long-term sustainability of the institution. This misalignment between board capabilities and institutional needs can further alienate alumni, particularly those who are looking for transparency and accountability in how their contributions are managed (Allen & Jewel, 2023).

The Need for National Alumni Associations to Evolve

National alumni associations of HBCUs must recognize that traditional methods of operation may no longer be sufficient in today’s fast-paced, digitally connected world. Alumni associations often rely on popularity-driven leadership elections and outdated methods of engagement that fail to resonate with younger generations of alumni. As a result, many associations struggle to attract and retain millennial and Gen Z members, leading to lower participation rates and reduced financial support (Rowley & Hurtado, 2023).

To address these challenges, national alumni associations must adopt new approaches that prioritize inclusivity, flexibility, and innovation. This includes offering a myriad of meeting options—such as virtual meetings, regional meetups, and hybrid events—that make participation more accessible for alumni who may not be able to attend traditional in-person meetings. Moreover, moving away from popularity-driven leadership selections and embracing merit-based approaches can help associations tap into the skills and talents of alumni who are best equipped to lead and innovate (Tobin & Gasman, 2023).

Trends in New Engagement Ideas to Reach Millennials and Gen Z

Engaging millennials and Gen Z alumni requires a shift in how HBCU alumni associations operate. These younger generations prioritize convenience, digital engagement, and a clear sense of impact. Trends that have proven effective in increasing engagement among these groups include:

1. Digital Platforms: Leveraging social media, mobile apps, and online platforms to facilitate communication, event planning, and fundraising efforts. For example, using Instagram or LinkedIn to spotlight alumni success stories and crowdfunding platforms for targeted fundraising campaigns can resonate with younger alumni (McClure & McAlister, 2023).
2. Experiential Engagement: Offering exclusive events, such as virtual networking sessions, career development workshops, and community service opportunities, tailored to the interests and needs of millennials and Gen Z (Gasman, 2023).
3. Impact-Driven Campaigns: Highlighting specific, tangible outcomes of alumni contributions, such as scholarship funds or infrastructure improvements, can motivate younger alumni who want to see the direct impact of their giving (Freeman & Gasman, 2023).

The Importance of Centralized Alumni Planning

For HBCU alumni associations to be truly effective, there is a critical need for centralized planning and coordination. National alumni associations should focus on three key strategies:

1. Centralizing Activities and Operations: Establishing a unified framework for all alumni activities across different chapters to ensure consistency and coherence. This centralization can help avoid duplication of efforts and ensure that all alumni initiatives align with the institution’s strategic goals (Allen & Jewel, 2023).
2. Creating Playbooks for Chapters: Developing standardized playbooks that outline best practices for local chapters. These playbooks can provide guidance on event planning, fundraising, and community outreach, enabling chapters to operate more effectively and efficiently (Rowley & Hurtado, 2023).
3. Moving as a Unified Body: National alumni associations must present a unified front when raising funds and advocating for their institutions. By coordinating efforts and pooling resources, alumni associations can make a more significant impact on HBCU initiatives, such as capital campaigns or scholarship programs (Tobin & Gasman, 2023).

It's Time For a SWIFT Change! We can DO MORE TOGETHER!

As HBCU alumni, our support is not just appreciated—it’s essential. However, to truly empower our legacy, we must address the internal challenges that hinder alumni engagement and giving. By modernizing national alumni associations, adopting new engagement strategies, and centralizing alumni efforts, we can ensure that HBCUs continue to thrive and produce future leaders. Let’s stand together and invest in the legacy of excellence that HBCUs represent.

References

Allen, W. R., & Jewel, J. O. (2023). Leadership and governance in HBCUs: The impact of board competencies on institutional sustainability. Journal of Higher Education Management, 35(2), 107-120.

Freeman, S., & Gasman, M. (2023). The role of alumni engagement in HBCU sustainability: Challenges and opportunities. Journal of College Advancement, 41(1), 45-62.

Gasman, M. (2023). Innovative strategies for engaging millennials and Gen Z in alumni associations. Journal of Higher Education Fundraising, 38(3), 72-85.

McClure, S., & McAlister, S. (2023). Digital engagement trends among millennial and Gen Z alumni: Implications for HBCU advancement. Journal of Educational Technology, 29(4), 87-102.

Rowley, L. L., & Hurtado, S. (2023). Reimagining alumni associations: Moving beyond tradition to engage diverse alumni populations. Journal of Diversity in Higher Education, 16(3), 158-173.

Tobin, R., & Gasman, M. (2023). Unified efforts for greater impact: Centralizing alumni associations’ role in HBCU fundraising. Journal of College Advancement, 41(2), 120-136.

United Negro College Fund (UNCF). (2023). Building HBCU endowments: The path to sustainability. United Negro College Fund. https://uncf.org/building-hbcu-endowments