Q&A with HBCU Historian Dr. Marybeth Gasman
Recent controversy surrounding the proposed merger of Mississippi’s historically black colleges and universities has sparked national discussion on the financial and social merits of HBCUs in contemporary times. Several black media pundits have offered a startling perspective on the value of HBCUs to minority communities, and their importance in establishing social equity through education.
But research exists to not only validate the value of HBCUs, but explores the economic, social and cultural nuances that impact perspectives on their existence. A leading historian and researcher on HBCUs is Dr. Marybeth Gasman, associate professor in the University of Pennsylvania Graduate School of Education, editor of “Understanding Minority-Serving Institutions,” and leading expert on leadership, fundraising and alumni relations at historically black colleges and universities.
Dr. Gasman graciously answered a few questions for the HBCU Digest regarding the HBCU merger proposal in Mississippi, the importance of alumni support, and societal views on higher education and race.
A sizeable portion of your research has focused on philanthropy and fundraising within the HBCU culture; a significant issue at the heart of the Mississippi HBCU merger debate. Can you talk about how HBCUs can effectively mobilize alumni giving, and more, what kind of impact giving can have on legislative sway over HBCUs?
Alumni giving is absolutely crucial to the success of any college or university. It is very important to HBCUs, in particular. Having the support of alumni is a very clear sign to funders and that state and Federal government that an HBCU has an “internal” buy-in. In order to garner more alumni funds and participation, HBCUs must start to talk about giving back right away (when folks are students). Students need to know about the importance of giving back and how they are being supported by the contributions of others.
HBCUs cannot wait to ask their alumni; they must ask right away; even small amounts matter because participation is key. They need to engage alumni in various aspects of the campus and once engaged these alums will want to give. HBCUs need to avoid “crisis fundraising” — only asking for money when there’s a crisis. They need to get alumni in the habit of giving back. I think educating alumni on the impact of their gift is essential as well. When others see this support, they are more likely to give to an institution.
To many proponents of the merger, the consolidation of institutions is just combining campuses and student bodies. Can you speak to the cultural and social impact of merging HBCUs as it is relative to educational and social benefits among minority students and alumni?
If we are talking about merging two or more HBCUs, there are many factors to consider. In the case of Mississippi, the campuses are very different — one urban and two rural; different student populations; lots of miles in between them. I am not sure what the benefits are of merging institutions that are nowhere near each other. If we are talking about merging an HBCU and an HWI (white), I think the HBCU will end up taking the loss as these recommendations usually want the HBCU to merge into the HWI. There are questions of culture, alumni support, etc. that arise here.
You’ve worked with a wide variety of HBCUs, with varying degrees of alumni interest and investment. Can you talk about the culture of those HBCUs that foster excitement and participation, versus those HBCUs that don’t have a sustainable alumni outreach effort?
Those HBCUs that foster excitement have ample development staff that can steward their alumni. It is hard to do this without the staff. I’m not saying huge staffs but active, engaged advancement and alumni staffs. The colleges involve many people in fundraising — administrators, students, and faculty — they use an “all campus” approach. These HBCUs keep their alumni informed of changes, communicate regularly, and follow thru consistently. These colleges are creative, and use their alumni networks, engage fraternities, sororities, Links chapters, etc. I cannot stress how important asking alumni to give is — so many colleges don’t have good data on their alumni and many go unasked.
In your perspective, what kind of role should HBCU administration take in increasing talks of mergers, considering that they are state-funded employees?
If mergers are going to happen, they must be planned by HBCU insiders. This is the only fair thing to do based on the extreme racism that is at the core of most of these institutions’ foundings — meaning that many were founded because Whites wouldn’t allow Blacks to attend pre-existing colleges and universities. In some cases, I can see the need for mergers, but they need to be careful, thoughtful, and keep in mind the students being served. Honestly, right now, we need as many institutions as we can get to meet President Obama’s education goals.
Will we see more advocates for HBCU mergers growing in the future? And is there anything HBCUs can do now to cultivate support to stave off this growing sentiment?
I think there will be more calls to merge HBCUs because there are many who don’t understand why they still exist in a post-Brown v. Board nation. These people see a “Black” institution and see “segregated” — they don’t realize that most HBCUs are just as integrated as HWIs. It’s just that some people don’t see all white as segregated — they only see black that way. Tight resources will also be an impetus for mergers as there are those looking to garner funds wherever they can.
The best thing that HBCUs can do is provide the best academic program possible, focus on retention and graduation efforts, and cultivate alumni giving — all of these efforts make for a stronger HBCU and make it less vulnerable.
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