Motivations for Philanthropic Giving in the African American Church: Implications for Black College Fundraising

Since its inception, the Black church has been the center of African American fundraising and the single most effective fundraising mechanism for Blacks. The majority of African Americans are taught from a young age that they have an obligation to give to the church. According to Cheryl Hall-Russell, African Americans are experts at educating their prospective donors in the church setting. Both Hall-Russell and Emmett D. Carson suggest that a formalized structure, like that of the church could aid colleges and universities in their acquisition of African American contributions. Consequently, a study of the Black church and its African American congregants can be a vital source of information for those interested in improving the fundraising capabilities of Black colleges. Through historical inquiry and qualitative interviews with Black college alumni/church members, we explore these important issues.