Note: Today’s blog post is co-authored with Nelson Bowman III, the Director of Development at Prairie View A&M University (PVAMU) in Texas. PVAMU is a historically Black university.
If you take a look at many of the fundraising and admissions brochures for our nation’s HBCU’s, one thing becomes clear: Sports and the marching band are valued. There is nothing wrong with having school spirit and valuing athletic competition. Likewise, HBCU’s have boasted amazing marching bands for decades. However, sports and the marching band should be ancillary to academics in truth and image. Although sports are often a window into the college or university experience for potential students, as the NCAA has mentioned in their recent ad campaign, the majority of student athletes “go pro” in something other than sports. All institutions of higher education should emphasize academics first.
Yes, the images of winning football and basketball teams, with all of the glorious colors of the institutions, are engaging, but they should not be the central images in fundraising and admissions materials. Yes, giving tends to increase after an institution wins a championship—but only for one year. The majority of donors, especially African-Americans, give to higher education to support scholarships; donors are not typically motivated by sports images. Giving is stronger when an institution highlights its signature academic programs.
Donors are finicky; they have particular likes and dislikes. If they go to a Web site and don’t see a program that meshes with their interests, they may leave immediately. Likewise, if they go to a Web site or receive a brochure that has more of a focus on sports than academics, they are sometimes left with an image in their mind—“this institution isn’t serious about academics.” In reality, HBCU’s are serious about academics.
Highlighting sports over academics is a marketing issue and one that has a lasting impact. It tends to reinforce stereotypes about African-Americans, implying that they are better at physical activity than intellectual activity. HBCU’s need to work hard to dispel the myths around African-American intelligence and achievement. Emphasizing the great minds at HBCU’s not only empowers future students, it inspires donors, and changes perceptions.


9 Responses to Sending the Wrong Message About Historically Black Colleges
annon1234 - August 12, 2010 at 8:03 am
I work at a HBCU. The reason why some emphasize sports and marching band is that the academics can suck big time so what is there to boast about? The place I work is “if you are breathing not only will we admit you, we will do our level best to pass you on whether or not you learned anything”. Our president even commented last year that we need to do something about the students who view financial aid as an “alternative income stream” and aren’t otherwise interested in college. In order to boast about academics (at HBCU’s or otherwise as there are plenty of non-HBCU’s in the same boat) there needs to be academic standards for admission, for passing a class and for continued performance overall. Students who don’t perform need assistance and if they still don’t perform they need flunked out not passed on with a C.
softshellcrab - August 12, 2010 at 8:06 am
Here’s an idea. Close them. Or I guess leave them be, since they have the right to keep them open if they want to, but cut off every single penny of federal and state aid for these schools AND their students since that is the same thing as aid to the school. Why should other Americans fund racist institutions that have no place in a world where blacks can go to any school, and other schools are just as cheap or cheaper and generally better anyway? There is no reason to continue to support them.
softshellcrab - August 12, 2010 at 8:12 am
By the way, annon1234 tangentially raises a good point, and one I should point out is not at all limited to HBCU’s. It is the whole practice today of lack of standards and passing students through just to get their money. I do believe it is common in HBCU’s to pass students through and graduate ones who should not be graduated, maybe that is part of the reason many minorities support these schools, just to get more minority college grads out there, even ones who could not have graduated from a school with real standards. I would add however that the same “pass everyone” practice is going on in pretty much all for-profits, and also at a lot of small private schools that are feeling the financial pinch.
11299243 - August 12, 2010 at 8:32 am
Discussion?
laker - August 12, 2010 at 9:48 am
The issue for me is the tarring of all HBCUs with the same brush. Not all are failing, nor are all falling into the “pass them through” mentality cited in comparing them to For Profits. I work in a Community College where admission standards are open, but academic standards are adhered to. The low quality HBCUs, and many other non-HBCUs who are failing to meet their mission, are hurting all of HE by credentialing students who don’t meet standards, assuming that the standards are appropriately high.I am re-reading “The Higher Education in America” by R. M. Hutchins, and while I do not share his elitist views, I do find great merit in his definitions of an educated person. We’ll never reach consensus about that definition, but we need to have some greater consistency around credentials. A BA ought to mean something, regardless of where it is earned.
honore - August 12, 2010 at 10:14 am
Mary, if you replace “HBCU” with “many American institutions of Higher Learning”, all of your points are still valid. The sad fact is that academic “standards” in H/E have become very fluid today (in a downward direction. Trendy, “feel-good-at-any-cost”, FAKE-diversity and “no-slacker-left-behind” admissions and grading policies have brought us to where we are today.Fundraising and its step-child alumni affair KNOW that they have to drop their appeal to the lowest common denominator if they are to rake in those dollars. So what do they do? They solicit the “support” of their audiences by giving them what they want…glowing trophies, photos of voluptuous cheerleaders doing splits and flowering press releases and MORE photos of upper administrators hugging tattoo’d undergrads.I have worked at IVY, R-1s and highly competitive SLACs and ALL the points you make in your article were glaringly present there as well, just better camouflaged with an extra flourish of pretentiousness. HBCUs are just following the lemming trend over the cliff.
cwinton - August 12, 2010 at 11:40 am
There are ways to have open admissions and still have a good academic reputation. One is to have a selective admission honors college or similar internal structure that students can apply for. Another is to avoid a climate of everyone passes (something that characterizes expensive private institutions as well as HBCUs). Schools that call faculty on the carpet (whether explicitly or implicitly) for not passing enough students are already in trouble. A third way is to have a few programs that are truly noteworthy (and not noteworthy just because you say they are), which means they get some extra attention and resources. None of these are necessarily easy to implement (including changing a culture where the expectation is that everyone passes), but long term viability requires instutional evolution that arguably enhances academic reputation.
terryhealth - August 12, 2010 at 8:15 pm
I am a little confused; softshellcrab can you explain to me your phrase, “racist institutions that have no place in a world”. I attended a HBCU, was highly motivated and educationally prepared by the faculty, earned a Doctorate degree along with six of my closest friends who also graduated from HBCUs. As a point of reference, we all went to a HBCU medical school and have been very successful in life; both as professionals and citizens! And let me add another caveat, we are all Black males. So while you might not see a utility/need for HBCUs, let me alert you, they turn out some outstanding professions; a Nobel Prize winner, a Supreme Court Justice, an Ambassador to the UN….wow, I can’t wait until my grandsons are ready for college. Where are they going and where am I sending my money? You guessed it…HBCU!
goxewu - August 13, 2010 at 7:04 pm
The word that the “H” in HBCU stands for says it all. It’s a hedge that tries to say, “They’ve been de facto ‘black’ schools for a long time, so let’s thow in the word ‘historically’ to more or less keep them that way.” HBCUs are products of a de jure racially segregated world of public higher education that no longer exists,* and they simply ought to drop the designation and, from here on out, function as public colleges, period. Either that or, say, the Universities of Alabama, Florida, Mississippi, Georgia, etc., ought to designate themselves officially, “Historically White Universities.”* Especially when race in America is no longer strictly a (pardon the pun) black and white affair.