Dear BI Career Consultants:
What types of programs can be implemented to educate and motivate Black alumni to increase
giving at their HBCU alma mater and HBCUs in general?

Trisa Long Paschal
Vice President for Institutional Advancement
Spelman College
Atlanta

Spelman College and other HBCUs have wrestled with this issue of increasing alumni giving for several years. There is a movement among HBCUs now to address the problem — a problem that exists because we have not strategically placed much emphasis on it in the past. I consider it our number one concern in the area of African American philanthropy, as alumni are the single base of support that is inherently our own.
We must first reconnect with our alumni. Many of us in the HBCU community have lost touch with our alumni. Much of this is due to inadequate record keeping over the years.  However, when we locate our alumni, our first inclination is to ask for money because the need at the institution is so great. A better option is to gauge their level of interest using face-to-face meetings, Web site chat rooms, or meetings in the form of focus groups to gain feedback. These types of meetings can provide valuable information for our institutions.
Secondly, education is critical. Our publications and presentations to alumni must be substantive and provide information on academic and administrative trends, our students and the impact of their gifts. During Spelman reunions, we host an "Officer's Forum" wherein each of the vice presidents give a report on their division.
Third, involvement is essential. Participation in alumni programs or serving as trained volunteer solicitors provides a sense of ownership in the college. We must develop programs geared toward their individual interests such as the multi-generational or market segmentation approaches that are being used widely. This demonstrates to alumni that we understand them and their needs.
Fourth, develop an alumni pride campaign. At Spelman College, our campaign is entitled Alumnae Empowerment and is one of the college's strategic initiatives. The Alumnae Empowerment Campaign includes leadership development, recognition, philanthropy and involvement.
Finally, make giving uncomplicated by using electronic funds transfer, online giving, etc. However, more seasoned alumni might want to continue to write the check. And after receiving the gift, don't forget good stewardship. Certainly, you will want them to continue their contributions.
We have experienced good results at Spelman using these techniques, resulting in breaking records in young alumni giving and overall reunion giving. We are not where we would like to be, but we are making great strides thanks to our alumnae.