Date of Award


Document Type


Degree Name

Doctor of Philosophy (PhD)


Educational Leadership - Higher Education

Committee Chair/Advisor

Dr. Tony Cawthon

Committee Member

Dr. Michelle Boettcher

Committee Member

Dr. Cynthia Deaton

Committee Member

Dr. Elizabeth Clark-Lewis


This qualitative descriptive study explores alumni giving behavior at a private North Carolina Historically Black College and University (HBCU). Specifically, this research examined HBCU alumni experiences, perceptions, and motivations and how these factors influence their decision-making process when contributing financially to their alma mater. This research provides the historical background of HBCUs and how these institutions have been critical in shaping their education and communities. The findings of this study provide the basis for future research on HBCU alumni donors and non-donors. It exposes commonalities and differences between donors and non-donors. In all, this study may act as a reference for advancement administrators by presenting a body of literature that guides the development of fundraising strategies for understanding experiences, perceptions, and motivation of alumni. This research can help shape philanthropic practices of HBCUs similar in size and fundraising obstacles. This research also has practical implications between HBCUs and their alumni, including strategies to motivate non-donors and to sustain active donors to contribute financially. Additional research should be conducted on the development staff of HBCUs and how leadership and funding impact their ability to fundraise. Conduct studies on the institutional implications of culture on alumni giving and how priorities and trends impact individual giving.



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