Diversity in Fundraising, Second Installment In the latest Director’s Message, we looked at the value of diversity in our institutions and our fundraising programs. In this month’s message we will consider some valuable generalizations that can guide our practice.
Philanthropy in diverse populations often begins with the nuclear family. Although this is usually not considered philanthropy, it does present a groundwork for developing philanthropic habits and practices. Also, in many cultures family reaches beyond the immediate members to extended family which include some relatives as well as those viewed as relatives even though not blood kin.
Religion often plays a significant role. Special occasions, such as birthdays and confirmations, are a platform for giving and volunteering. The religious traditions of Protestants, Catholics, and most other religions all promote and teach philanthropic values, although with differing emphases.
Other similarities in giving can be seen across cultures. People of color are generous philanthropists but in ways not recognized by nonprofit world and IRS. Much ethnic philanthropy is informal and not recorded in tax returns and Gallup polls. Some identifiable similarities of giving among diverse populations are:
o Convergence of wealth accumulation, education, career growth and increased earning capacity allows many to become philanthropists in their own right.
o For many cultures, philanthropy is seen in the broadest sense–gifts of time, talent and treasure–and revolve around family, church and education.
o There is direct and informal support to children, elderly, community members.
o Level of immediate need is important.
o Planned giving is seldom priority.
o There is some distrust of traditional nonprofits.
o Most groups are highly influenced by leaders--religious, community, professional, social and family.
o Diverse populations groups often give for reasons unrelated to tax and economic issues.
o Much philanthropy is focused outside of the United States without regard of tax benefits.
o Reciprocity is an accepted concept. Helping those in ways they themselves were helped often motivates giving in diverse populations.
o Caretaking activities provided by government and nonprofit groups are usually taken for granted among Anglo populations. This is usually not the case among other ethnic groups, who see caretaking responsibilities as their own.
The implications of the above generalizations, cautiously presented, are significant for Adventist institutions of all kinds, including churches.
A review of the literature in fundraising among diverse populations indicates that traditional fundraising principles have to adapted to changing donor populations. The fundraising professional needs to consider variations on donor approaches, including one-on-one solicitation, direct mail, use of the Internet, and telephone solicitation. Prospect research strategies must be redefined to capture information that is relevant and suitable to diverse donor identification and cultivation. Volunteers representing various ethnic groups will need to be recruited and trained.
Given the diverse populations of the United States and the fact that what we now call minorities will make up nearly half of the population by 2050, nonprofit organizations have a stellar opportunity to increase giving from diverse groups in the coming years. This fact provides our organizations with numerous opportunities to understand and interact with rich differences in languages, values, and cultural practices. It is a movement away from homogenizing everyone to accepting and embracing cultural richness in our American lives.
