Florida A&M University is finding innovative ways to boost donations amid a sharp decline in alumni giving. The HBCU’s donations dropped below $20 million this fiscal year, after receiving increasing contributions in the years prior. FAMU’s Board of Trustees addressed this concern in a recent meeting, while the university launched a donation app last week.
FAMU’s alumni donations have dropped below $20 million this fiscal year
Alumni donations were trending upward from 2019 through 2024. During the 2024-25 fiscal year, fundraising dropped below $25 million. In 2025, it was recorded to be below $20 million.
“With continued support from the board, we can convert the momentum of the last several years into lasting strength through major gifts, strategic engagement and targeted investment,” Brandi Tatum-Fedrick, FAMU’s acting vice president of university advancement, said during a Thursday meeting, according to The Tallahassee Democrat. “In short, the environment is changing, but the foundation we are building positions FAMU to continue moving forward with confidence.”
Some members of the board disagreed with this take and have called out what they see as FAMU’s failing reputation, administrative issues and leadership under FAMU President Marva Johnson.
“The university’s administrative house is not in order. FAMU’s financial house is falling off the cliff, and sadly, our reputation as being among the elite HBCUs is going up in flames,” FAMU alum and former ABC News President Kimberly Godwin said. “Donations are way down, and alumni are disenfranchised and upset – not because of my protest, but because of this administration’s presence.”
Johnson completed her first 100 days as FAMU president on Nov. 9. She recently shared a message to the campus community and university alumni. Still, she did not address fundraising, which the Board of Trustees has criticized.
“Although they’re called the president’s goals… my goals are actually goals that we worked on as an executive leadership team,” Johnson told the board. “There’s something in the scope of these goals that everyone on our team is accountable for contributing to. We all collectively lift the weight.”
FAMU Foundation board member Chekesha Kidd said Johnson should use her connections to attract fundraising efforts.
“Fundraising is her job,” Kidd said. “As fundraiser in chief, the goals of the annual giving campaign should be tied to her performance. These are her relationships that she should be bringing to the Foundation – not the Foundation doing that work alone.”
As Blavity reported, both Godwin and Kidd had previously opposed Johnson’s candidacy as FAMU president due to her ties to Florida Governor Ron DeSantis and Republican Senator Rick Scott. Johnson received the nickname “MAGA Marva” from her critics.
FAMU launched a donation app to increase funding
The university launched the FAMU Change app on Nov. 25. It is FAMU’s “first micro-donation platform designed to turn everyday purchases into powerful acts of philanthropy,” according to a press release. The goal of the app is to invite alumni, students and parents to donate small amounts to FAMU while completing everyday purchases. If spare change reaches $5, it is donated directly to the HBCU.
“This isn’t just about giving—it’s about reconnecting with the FAMUly from across the country,” Johnson said in the press release. “Every coffee, every tank of gas—it all adds up to something bigger. Together, we’re building a stronger FAMU, one transaction at a time. Together we can Make Change, Bragg Different.”
FAMU is hoping to reach 25,000 downloads by the end of 2025. It said 4,000 active users could generate over $100,000 each year. According to the HBCU, nearly 10,000 students are enrolled.