Guest Editorial: The Case for Increased Alumni Giving

Guest Editor

Ivy London

Alum-giving expresses admiration, satisfaction, and dedication to the institution. Alumnae are one of the most invested individuals in the institution and are the most prominent supporters once they graduate. For most alumni that “depart to serve” at Bethune-Cookman, we walk away with a strong sense of accomplishment, fulfilling the legacy and dream of Mary McLeod Bethune.

We proudly wear our paraphernalia as a badge of honor as we move swiftly in airports while traveling to show that we walked the hollowed grounds of our beloved institution. With the rise of attention and love for historically black colleges and universities, we find more reasons to sport our gear. Our pride is commendable, but a man’s heart is where his treasure is located. Your treasure (money) is where your attention and heart are located.  

Honesty & Transperency Matters

Mary McLeod Bethune demonstrated her relentless determination to raise funds for her school by selling sweet potato pies and the high-end ask from White millionaires vacationing in Daytona Beach. Honestly, she had no shame in her asking. It is documented that Bethune would correspond with anyone, including wealthy, prestigious individuals, share the school’s financial struggles, and ask for funds.

Bethune was transparent with the status of the debt, and she would request what she needed from strangers. Imagine for a moment, it’s the early 1900s, and a Black woman is approaching a White millionaire who is vacationing in Daytona Beach, Florida. She managed to secure over $60,000 from John D. Rockefeller. – The courage and outright audacity of this woman is remarkable. 

That same drive, motivation, and persistent spirit that Bethune possessed still lives on the campus, so where is this when it is time to give to our alma mater? Many students attended Bethune-Cookman because there was a story they heard, the spirit of Bethune was felt when they walked on campus, or this school was their only option. That love and esteem must be used in our voices through giving. 

Large universities with prominent alumni giving are noticed, and their voices are heard. Think about it – your most prominent supporter of your efforts will have your undivided attention. You will be sure that you keep their same feelings for you and your work to keep their support.  

Reasons to Give Back

• Demonstrating your appreciation and giving back. Alums at our beloved Bethune-Cookman tend to view the donation of funds to the institution, not the students. When pondering your decision to give, ask the institution to restrict your funds to a student.

• Make the connection. When you connect your direct dollars to a student or program at the school, inquire about hearing the story. There may be a student who faced the same challenges you faced, and having your funds support someone who mirrors your time at Bethune gives you joy and encouragement for the student. 

• Money talks and proves your interest. When large funders, including corporations, foundations, philanthropists, and donors, investigate what is occurring within the organization or institution, they inquire if the vested individuals are giving back before investing in the institution. Think about it. How often have we had someone ask us for something? We want to know if they have invested their time and energy into what they are asking. Are they close to their goal of raising the funds? Do they need the money? Before purchasing that Double Good popcorn, research whether the goal is met. This is the same for the school. Funders are looking to see what the alums are doing. 

Mary McLeod Bethune was a woman before her time. She didn’t wait for someone to show her how to ask for money. Bethune was daring, confident, unrelenting, and determined to start the school. But let’s remember her astonishing forethought to sustain the school; she merged the school with another institution to give birth to Bethune-Cookman. Nothing she did was ordinary or just enough. She was “doing the most.” All those attributes have made Bethune-Cookman the school it is today. Let’s walk in those attributes and continue the legacy of sustainability, being progressive, and enterprise thinking.