Choosing HBCUs: Why African Americans Choose HBCUs in the Twenty-First Century

Abstract Since the latter half of the twenty-first century, African American college enrollment has shifted from historically Black Colleges and Universities (HBCUs) toward Predominantly White institutions (PWIs). Despite these trends, HBCUs continue to disproportionally award bachelor’s degrees to African Americans. Although researchers have explored the experiences of African American college students at HBCUs, less is known about the factors that contribute to their initial decision to attend. Focusing on the “twenty-first century college student,” the purpose of this study is to increase our understanding of these factors and the characteristics of students who choose HBCUs. Findings from interviews with 51 HBCU recent alumni from 20 institutions reveal three major influences on the decision to attend an HBCU: the desire to be in a predominantly Black environment; the reputation of academic programs; and cost/financial aid. This chapter highlights the strategies useful for HBCUs interested in attracting students from diverse backgrounds, illustrating that students choose HBCUs to be connected with the unique culture and traditional practices associated with HBCU campus environments. Understanding the college choice motivations of successful HBCU students can provide insights into how to foster institutional policies and practices to recruit and retain the twenty-first century student and beyond.