This study investigates the relationship between social media engagement and alumni giving, focusing on its contemporary relevance within Historically Black Colleges and Universities (HBCUs). The purpose of the study was to explore alumni perceptions of various social media activities and examine differences based on education level and alumni membership status. Data were collected from diverse alumni in the southern United States, including undergraduates, graduates, distance learners, lifelong learners, and post-doctorates. Utilizing a correlational research design, the study aimed to determine the significance of social media engagement in alumni contributions. The Bell Survey on Alumni Social Media Engagement was utilized to collect data from graduates of an HBCU regarding their engagement with various social media platforms, such as Facebook, Instagram, Twitter, TikTok, and YouTube. With a focus on alumni who attained doctorate, master's, and bachelor's degrees, random sampling was employed for participant selection. The survey comprised closed-ended questions measured on a five-point Likert scale. The validity and reliability of the survey instrument were thoroughly tested, and data were collected using an online questionnaire format via Qualtrics. Statistical analysis was performed using the Statistical Package for the Social Sciences (SPSS). Descriptive statistics, including frequencies and percentages, were utilized alongside inferential statistics such as the Mann-Whitney U test and Kruskal Wallis Analysis of Variance (ANOVA). Instagram emerged as the most responsive channel, garnering significant engagement. Significant differences were found regarding the importance of alumni donations, the effectiveness of alumni association communication channels, and the likelihood of donation responses through social media and text messages. Alumni with association membership demonstrated higher support and engagement levels than non-members. In conclusion, this study highlights the pivotal role of social media in fostering alumni engagement and soliciting donations at HBCUs but also provides practical insights into effective strategies for enhancing alumni involvement and support within educational institutions. These findings can be readily applied and can directly contribute to improving alumni relations and fundraising efforts. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]