Soliciting Elites: The Framing Activities of the United Negro College Fund

Abstract

Framing is widely recognized as an effective tool for resource mobilization, and much attention has been devoted to understanding the use of frames to mobilize participants. Less attention has been devoted to the use of frames to solicit wealthy donors despite knowledge that resource mobilization often includes this task as well. In this article, the case of the United Negro College Fund (UNCF) is used to analyze framing designed to elicit financial support from wealthy constituents. A frame analysis of the UNCF's mobilizing efforts between 1944 and 1954 is performed using qualitative data and methods. Findings indicate that soliciting support from wealthy constituents requires framing movement activity as though it will not lead to widespread change, even if logic or history suggest otherwise.