'Demographics Are Destiny'

Here are my five reasons why you should start thinking about diversifying your fundraising, by race and ethnicity — now!

1. Get a leg up on the competition

Think about it. If other charities in your geographic or issue area are not actively reaching out to diverse communities, you will gain a competitive advantage by taking the lead. Just as for-profit marketers scrambled to connect with the "women's market" 10 years ago, savvy charities that reach out to diverse donors now will reap the rewards.