For James A. Anderson, fundraising requires big risks to yield big gains. The Fayetteville State University Chancellor sets large goals, and he expects to obtain large returns on investment.
Recently, the oldest public institution in North Carolina kicked off the first phase of its $25 million, five-year capital campaign, the largest fundraiser in the school’s 147-year history. To date, the school has raised $7.1 million in cash and pledges during the first year, far exceeding the school’s one-year campaign high of $1.4 million. The second phase will kick off on Sept. 26.
“You have to set a target that sends a message that you have the ability to do significant fundraising,” said Anderson, who is in his fifth year at FSU. “As tough as it is fiscally for HBCUs, I don’t understand how they are not doing campaigns. This isn’t some arm-chair effort.”
Amid shrinking federal support, stalled alumni contributions and pundits questioning the need for historically Black institutions, a growing number of HBCUs are trying to move the funding needle by bolstering their fundraising efforts. They are becoming more strategic, pursuing new sources or partnerships, and utilizing nontraditional approaches such as social media. Their new business mindset is turning fundraising drives into donations and school pride into prosperity.
Campaigns are about more than just slogans, said Anderson. They expand multiple years, align with the strategic vision of the institution and focus on outcomes.
“The absence of a business model deludes institutions into believing they can continue doing programs with no return on investment,” he said, citing college athletics as a non-revenue-generating program at most institutions. “You never catch up and you never get ahead.”
