Overcoming skepticism is crucial in reaching black donors.

By Paul Barbagallo

More recently, the Center on Philanthropy at Indiana University conducted a national survey of 4,200 households, yielding a report, “The Effects of Race, Gender, and Survey Methodologies on Giving in the U.S.”

“When you look at the raw averages, white households reported giving 40 percent more than non-white households, but when you control for differences in income, education, age and marital status, that percentage difference disappears,” says Patrick Rooney, director of research for the center. “What we found was that there are many differences in terms of where [donations] go.”