A Sacred Search

Heaven help the University of California system’s diversity initiatives. After UC’s Black alumni association accused the system of “institutionalized segregation,” UCLA admissions officials headed to church, but not to pray for help. Black churches are fertile recruiting ground. Currently, only 2 percent of the 4,850 students expected to enroll in UCLA this September are Black, the lowest level in 30 years. Most fault Proposition 209, which has prohibited the use of race in admissions since the late 1990s.

Speaking of creative recruiting methods, the University of Arkansas recently paid $300,000 to a local marketing company to create a strategy to recruit more Black and Hispanic applicants. Among the many suggestions was to increase television and radio advertising during the NBA finals, because studies show that one-third of viewers are Black.



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