The Virginia-based corporation offered to donate half a million dollars to the historically Black university outside Dayton, Ohio. "It was like manna from heaven," Coles said, reflecting on the unexpected gift that partly funded technology needs for students during the pandemic-induced campus closure.
Historically Black colleges and universities (HBCUs) have experienced a dwindling stream of financial support from foundations in recent years. However, recent societal introspection, ignited by the tragic murder of George Floyd, has motivated corporations and corporate foundations to reevaluate their giving priorities. Consequently, HBCUs are noticing an uptick in their donations.
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Companies have been pushed to reassess their role in addressing racial injustice, and in doing so, they have begun to acknowledge the societal value that HBCUs provide. This awareness has been compounded by the influence of Black employees within these corporations. An example of this trend is Diageo North America's beverage company, where an African American employee resource group championed a program that has resulted in nearly $12 million in donations to HBCUs. The funds are being utilized to provide scholarships at 29 schools to reduce the financial burden on Black graduates.
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Danielle Robinson, the leader of community engagement and partnerships at Diageo, explains the driving force behind this initiative: "We talked about a lot of different things, but one of the things that kept coming up was the generational wealth gap."
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The recent shift towards HBCUs by corporations is noteworthy, as it breaks with the pre-2020 trend when these institutions were largely overlooked, according to Marybeth Gasman, a Rutgers University professor specializing in HBCUs. She attributes this change to the compelling argument presented by HBCUs: these institutions provide significant returns on investments in student mobility.
However, HBCUs often face funding disparities compared to other universities due to smaller endowments and lesser public support. Recent data indicates a 30% reduction in foundation support for HBCUs between 2002 and 2019. However, there is a silver lining, as there have been recent reports of sustained increases in corporate and philanthropic donations.
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MacKenzie Scott, the ex-wife of Jeff Bezos, donated $20 million to Delaware State University in 2020, a fraction of the $560 million she gave to HBCUs. This generous gift has transformed the university, enabling it to rescue a struggling local college and enhance its facilities.
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However, despite the apparent surge in support, HBCUs are often at a disadvantage compared to their predominantly white counterparts, particularly regarding the restrictions placed on their gifts, according to Vita Pickrum, Vice President of institutional advancement at Delaware State University. "Trust the institutions to be able to address the problem that the foundation is trying to address in the most efficient way that they see fit," Pickrum said.
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According to Michael Lomax, CEO of the United Negro College Fund, while philanthropy to HBCUs has seen recent growth, it is the better-known institutions, such as large private and land-grant universities, that tend to attract more donors. This leaves more minor yet equally important institutions in the shadows. These schools often function as pillars of economic mobility, lifting students from poverty and offering nearly unrestricted access to higher education.
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Moreover, while HBCUs have produced high-profile entrepreneurs, scientists, and doctors, they have also been instrumental in training teachers, nurses, and other critical societal roles. Lomax urges American philanthropy to recognize this crucial role of HBCUs and continue supporting them.
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At Wilberforce University, Dominion Energy's donation has facilitated scholarships, a lecture series on racial inequality, and technological advancements. The modest amount of half a million dollars has been stretched to meet various needs, demonstrating the efficient allocation of resources characteristic of HBCUs. "I would really applaud my fellow African Americans for really pushing things within corporate America to make certain that the George Floyd incident was a movement, a long-term movement, not just a one-off," Coles stated.
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Spelman College in Georgia has also benefitted from increased donations, enabling the institution to bolster financial aid and establish centers for Black entrepreneurship and the arts. The racial justice movement of 2020 provided HBCUs with increased visibility and an opportunity to appeal to new potential donors. Jessie Brooks, senior Vice President for institutional advancement, said that demonstrating the impact of their donations encourages donors to continue giving.
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"'If a donor gives you the resources, and you can show impact in terms of how their gift made a difference, they will continue to give," Brooks said.
However, whether corporations will support HBCUs in the long run remains. Shawnta Friday-Stroud, Vice President of advancement at Florida Agricultural and Mechanical University, points out that corporate and philanthropic donations have nearly doubled since last year. The university has received $5.3 million in grants this year, compared to $2.4 million around the same time the previous year.
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What Friday-Stroud finds encouraging is that corporate foundations are making multi-year funding commitments and demonstrating an interest in establishing partnerships with the institutions rather than merely writing a check and stepping back. The donations have been allocated towards scholarships and professional development training.
"My hope is that that continues, let's say, over the next three, four or five years," she said. "And I think that's what's going to be the actual test."
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