Saluting a Black fundraising pioneer – James Alston

Please join us in saluting our dear friend and professional fundraising pioneer Mr. James “Jim” Alston. Known across the country to so many people who worked tirelessly to raise funds for UNCF, Alston left us to join the great fundraisers in the sky. 

Born and raised in Society Hill, South Carolina, Alston rose through the ranks of the United Negro College Fund for 39 years, retiring in 2012 as the senior Vice President, Northern Field Development. A member of the first generation of fundraisers for our country’s historically Black colleges and universities, Alston engaged and directed staff and volunteers raising tens of millions of dollars on an annual basis. Over the years he led regional and national efforts that raised more than $1.1 billion for UNCF. One of the things that put him – and UNCF – on the map was his work in developing and producing the “Lou Rawls Parade of Stars.” For years he teamed with Mel Shaw as one of the show’s producers. He was a member of the trio who convened in Galveston, Texas to create the original framework for what became affectionately known as “the telethon.” He co-developed the community campaign fundraising model and stimulated what is known as “individual giving” to UNCF at the local and regional levels.

Alston was a consummate fundraiser. He participated at a leadership level in UNCF’s capital campaigns: one had a goal of $50 million and concluded with $62 million; the other had a goal of $250 million and concluded with $280 million. Each year he worked with staff throughout the country to identify and engage corporate leadership at the local level resulting in significant financial growth as well as gifts in-kind. He worked directly with the senior management team to create local UNCF offices in 11 cities across the country, expanding the UNCF brand and measurably increasing fundraising at the local level.

Prior to joining UNCF Jim served as the Director of Alumni Affairs at his alma mater Benedict College, and as a teacher of secondary mathematics at Long High School in Cheraw, SC. He received a master’s degree in Educational Administration from the University of South Carolina, Columbia; completed the Advanced Management Program at Harvard University; and received an Honorary Doctorate from Benedict College in 1994. He served on the board of the Blue & Gold Scholarship Fund in Hackensack, NJ and on the NJ State Advisory Board of the Salvation Army. He was a life member of the Kappa Alpha Psi Fraternity, and an active member of the Benedict College National Alumni Association. A deeply religious man, he served as Vice Chairman of the Board of Trustees of Union Baptist Church in Passaic, NJ.

Alston was a Vietnam veteran, a devoted husband, father, grandfather, and friend. He leaves behind his wife Diane, daughters Melanie and Alisa, son-in-law Erlangga, grandson James, and granddaughter Serena. He was a great dresser and a fabulous orator who could hold a group spellbound. He loved cowboy movies and soul food with a passion. His word was his bond – he embodied the word commitment. He mentored generations of fundraisers and will forever be cherished in our hearts.

Personal Memories

Mel, Lou Rawls, & Jim Alston – UNCF

Jim was our dearest friend. Mel met him in 1968 at the Fountain Blue Hotel in Miami at a fundraising training session when Jim was working at Benedict College and Mel was working at Lane College. At that time Black colleges did not have fund development departments and they were two of the first to be introduced to formal fundraising principles and practices. Their working relationship and friendship spanned more than 50 years. Jim often recalled his first impression of Mel, doing a cannonball into a pool full of white people. Jim was introduced to Pearl in 2003, and he took to constantly teasing her as well with his wit and charm. 

A word from Mel

Jim put the business of fundraising into play at UNCF. Every year he teamed with me as one of the producers: We were side-by-side producing the show, year after year. He was so well liked and respected by volunteer leadership, UNCF presidents, and most of all UNCF staff. He was professionally conservative: he was not going to put the college fund at risk unless he understood the pros and cons of what was being proposed. His leadership and management style enabled the college fund to make the quantum leaps that it did in the 1970’s, 80’s and 90’s. One thing you could count on with Jim was trust. His word meant everything: his loyalty stands out more than anything. 

Serious as he was – always priding himself as a mathematician – Alston was also a free spirit. He  hosted our lip-sync contest at UNCF staff retreats, loved to drive fast, and famously parachuted from an airplane for his 70th anniversary. 

He never sought the limelight – he had no problem working behind the scenes.  He was very comfortable in recruiting and utilizing volunteers in support of UNCF, working closely with Billye and Hank Aaron for years as they hosted the UNCF Atlanta Mayor’s Masked Ball. 

He had such a sensitivity to his staff both personally and professionally: you had to prove to him that you were not worthy of the work. He never had preconceived ideas of people’s abilities – he gave each the opportunity to shine. He was the ultimate nonprofit manager. He excelled at all the qualities that are key: leadership, planning, implementation (he was excellent at implementation!), follow up, acknowledging the work of volunteers and staff, and being a team player. He was committed to UNCF – it was in his blood. His career was all about raising funds for our historically Black colleges and universities, and the generations of students who have attended and graduated. He mentored generations of professional and volunteer fundraisers, and his work lives through all those whose lives he touched.

Being a fundraiser for a nonprofit is not a glamorous job. It is a lot of pressure from all directions. When you are successful, others receive the glory. When things don’t go as planned it is always your fault. Jim knew these truths all too well and yet he persevered, dedicated as he was to his people and our future. We love you Jim, we will see you on the other side.

Learn more about the history of the Lou Rawls Parade of Stars and Black fundraising history.  Three related stories:

• NATIONAL FUNDRAISING — THE POWER AND IMPACT OF LOCAL VOLUNTEERS
• MAKING THE NEEDLE MOVE: THE BIRTH OF THE UNCF TELETHON – Part One
• MAKING THE NEEDLE MOVE: CORPORATE MEN BEHIND THE BIRTH OF THE UNCF TELETHON– Part Two

Copyright 2022 – Mel and Pearl Shaw of Saad&Shaw – Comprehensive Fund Development Services. Let us help you plan for 2022! Video and phone conferencing services are always available. Call us at (901) 522-8727. www.saadandshaw.com.