As many FAMU Alumni prepare to gather in Birmingham, AL, today and throughout the weekend for the FAMU National Alumni Association Convention many will express their love and support for dear old alma mater.
FAMU like many HBCUs, have a longstanding culture of proud alums. But, unfortunately, these alums are not engaged in a way that helps with advancement. Very often FAMU alums are “psyched” about spending hundreds of dollars to come back for homecoming or a Classic game, but not engaged in a way to give back in a significant way.
Historically, FAMU’s advancement (fundraising) focus has targeted private corporations, philanthropic foundations, and government funds earmarked for minorities/HBCUs (funding for minority students, minority faculty, and minority research). Those corporate and philanthropic foundation sources have dried up since the recession in 2008, just as federal or state funding for minorities has been cut or diminished since then.
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This old model of relying on corporations and government largesse has caused many alumni to become too complacent, believing that some outsider with big pockets will swoop in with a big check and fund our needs. We’ve all heard the all too frequent refrain about our athletic facilities
“they (FAMU)” should build a new stadium, “they” should fix the run-down dorms, or “they” should do this or that. What we fail to realize is that we (alums) are the they.
“they (FAMU)” should build a new stadium, “they” should fix the run-down dorms, or “they” should do this or that. What we fail to realize is that we (alums) are the they.
No doubt, the FAMU NAA National Convention this week will have more than its share of rabid “seasoned Rattlers,” many of whom are on fixed (retirement) incomes who have helped sustain the university in the past, and still, contribute to its wellbeing today. But, we must realize that those baby boomers can’t give donations forever.
Alumni engagement has to adapt to connect to younger, tech-savvy generations that may not have the same connection to FAMU that previous generations did. That connection has to be cultivated differently. Ultimately, engagement is the key—communicating, listening, asking, sharing, knowing, and building relationships with students and alumni.
Very often, FAMU just isn’t connecting with alumni in a meaningful way and asking them to give. And when it does, it is often late and half-baked like this year’s rollout for the athletic departments Investing In Champions Campaign.
FAMU must show how, with as little or as much as you can give, a passionate belief in the institution can make a difference. Truly engaged alumni believe that they are obligated to support the opportunities the institution represents to students and communities. Alumni often think, the institution will be fine, they don’t need donations. This is what tuition covers, this is what federal funding covers. This is what corporate funding covers.
Alums should understand the value of their investment. So, lay it out. Lay out the funding shortfall. Let alumni know where funding is needed, and why. And demonstrate the value of giving—giving any amount. And, by all means, the university must thank donors large and small.
Alums should understand the value of their investment. So, lay it out. Lay out the funding shortfall. Let alumni know where funding is needed, and why. And demonstrate the value of giving—giving any amount. And, by all means, the university must thank donors large and small.
There aren’t quick fixes. Engagement and development is a long, dedicated process that yields stronger relationships and stronger, giving the longer it’s maintained.