Black male students are falling behind in college degree attainment with a retention rate of about 32-34%. Several institutions have been creative in identifying programs to increase retention rates for this population. This study acquired the perspective of students, managers, and executive leaders regarding how programming for a specific demographic, African American male students, influences retention. The importance of a post-secondary degree has never been greater. Beyond earning a diploma, college degrees are associated with better quality of life for individuals, communities, and the broader American society. Consumer retention is vital for any industry; low retention is causing a financial strain on higher education institutions. Over the past few years, the realm of higher education has fundamentally changed. One of those changes is moving towards the commodification and self-sufficiency of higher education in a process that depicts students as fee-paying customers. [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.]