On analyzing HBCU admissions and recruitment material

In light of shifting African American student enrollment patterns at Historically Black Colleges and Universities (HBCUs), this study examines admissions and recruitment materials mailed to prospective students from 13 HBCUs. The material was analyzed using factors from the Search stage of Hossler and Gallagher’s (1987) college choice model. Results revealed variations in quality among public and private Black Colleges. The significance of these results, specific recommendations for recruitment, and implications for future research are also included.