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Colleges and university missions often espouse ideals such as creating an active and engaged citizen. The concept, principles and manifestation of citizenship can take many forms. One such form is that of prosocial behavior, or voluntary actions towards others. Philanthropy is one example of prosocial behavior. This study enhances our knowledge of how institutions instill the idea of ‘giving back’ in students and why young people decide to support higher education through a case study of the United Negro College Fund's (UNCF) National Pre-Alumni Council (NPAC). Guided by prosocial behavior theory this case study explores how NPAC instills the importance of giving to students and what influences participants’ philanthropic behaviors. The major findings include how NPAC instills prosocial behaviors in a way that (1) is correct for their developmental stage and age group, using a combination of extrinsic and intrinsic motivations; (2) educates student on being philanthropic and the need for personal and alumni support of the UNCF and Black colleges; and (3) acknowledges the African-American experience, by encouraging service within the surrounding communities and tying their work to messages of racial and community uplift. The study includes 25 interviews of NPAC participants and advisors from 13 institutions, representing one-third of the UNCF.

Private Black colleges’ encouragement of student giving and volunteerism: An examination of prosocial behavior development