HBCUs have failed to solicit consistent and substantial financial support from their alumni base. Robust alumni giving is foundational to an effective advancement program. Without substantial endowments and robust alumni giving, HBCUs will struggle with accreditation, student retention, faculty satisfaction, and leadership. Hence, the problem of practice: How can HBCUs improve alumni giving? This Action Research study aimed to improve alumni giving at an HBCU in the eastern region. Study participants were undergraduate alumni in classes 2015-2019. The phenomenological constructivist mixed methods approach was used in data collection and analysis. Based on Cycle 1 findings, the Cycle 2 action steps evaluated the effectiveness of the institution's messages/communications in engaging this cohort of alumni. Advancement is an inclusive process that engages positional leaders across the institution. The Cycle 2 proposed action steps included the faculty and the Student Affairs and Institutional Advancement staff creating messages/stories for dissemination among a focus group. Due to a staff shortage in Institutional Advancement and the disruption of the COVID-19 pandemic, their participation could not be secured. The action plan for Cycle 2 was modified. A case statement that incorporated published stories aligned with the institution's strategic plan was discussed by an alumni focus group. The Cycle 2 research concluded that to increase alumni giving, the institution needs to improve its alumni engagement practices. Implications for the organization include revising its communication strategy to create an awareness of its strategic focus. The strategy should define the appropriate media to send the message, and convert that awareness to an understanding of how gifts to the institution help respond to its strategic focus and advance its mission. Also, the strategy must include gift acknowledgment and gift reporting elements to better engage the alumni. [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://www.proquest.com/en-US/products/dissertations/individuals.shtml.]