Date of Award

Spring 4-16-2021




Doctor of Education

Degree Type

Doctor of Education in Curriculum and Leadership


Teacher Education

First Advisor

Dr. Tina Butcher, PhD

Second Advisor

Dr. Jennifer Lovelace, PhD

Third Advisor

Dr. Margie Yates, PhD


This qualitative case study examined a Historically Black College or University (HBCU) recruitment practices that consolidated with Predominantly White Institutions (PWI) and the new HBCUs effort to increase non-Black students' enrollment. The purpose of this study is to examine the institutional recruitment practices, recruiting practices that target non-Black students, and non-Black students' perception of their recruitment experience. There is an extensive amount of literature regarding recruitment practices; however, literature regarding recruiting practices for non-Black at an HBCU is limited. The study participants included three Admissions Recruiters, an Associate Director of Admissions, a Vice President for Enrollment Management, and twenty-three non-Black students at the Southeast HBCU. Interviews were conducted with the Admission Recruiters, Associate Director of Admissions, and the Vice President for Enrollment Management; a survey was conducted with the non-Black students who attended the HBCU.

This study findings and implications indicate that more recruitment efforts are needed to target non-Black students at an HBCU. Also, recommendations for future research on non-Black students' interests in attending HBCU, specific recruitment practices at HBCUs to target non-Black students, and Black students' perception of diversifying HBCUs are discussed at the end of the study.