Barriers to Historically Black Colleges and Universities Alumni Giving in the Baby Boomer and Silent Generations: An Interpretive Phenomenology Analysis

Most HBCU alumni are not donating at rates substantial enough to aid in the sustainability of their alma maters. In this interpretative phenomenological analysis (IPA) study, the researchers addressed the lack of and barriers to giving for Baby Boomer and Silent Generations graduates.  The researchers chose this population because they are the wealthiest generations and their contributions could make a significant impact for their alma maters (Stillwell, 2014). The researchers also explored their perceptions on online giving due to the growing popularity of integrating online giving in fundraising strategies. The researchers also identified ways HBCUs could increase donations in the Baby Boomer and Silent Generations.

The researchers confirmed most older alumni are reluctant to donate online because of their limited knowledge of the process and mistrust of the security process. The researchers also found the more connected participants were with their alma mater, the more likely they were to donate. To circumvent barriers to alumni giving at HBCUs, the researchers recommend relationship building activities, peer-to-peer fundraising, cultivating a spirit of philanthropy in undergraduate students, educating alumni on the importance of giving, and addressing the security concerns regarding online giving.