And Still We Rise: How a Black College Survives the Economic Recession

Abstract:This study examines how a Black college, referred to as Southern College, used a number of resources and strategies to remain a credible institution of choice in the community while also reversing a severe financial deficit. Qualitative research methods are used to understand strategies embraced by Southern College to stay afloat of the many negative criticisms HBCUs are receiving in the 21st century as a result of declining enrollments, low endowments, and high revocation of accreditation. The success tactics deemed significant in Southern College’s successful operation throughout the economic downturn surfaced as four major themes: (a) pruning operationally and enforcing strict fiscal policies, (b) implementing effective marketing strategies, (c) involving faculty in strategic planning, and (d) revising and implementing tenure and promotion policies.