Overcoming skepticism is crucial in reaching black donors.

By Paul Barbagallo

“The church doors were always open for people to gather, and therefore, is trusted,” Burnette confirms. “That’s why when you see community coalitions coming together around all kinds of subjects, the preachers are part of that. Because [African Americans] trust the church.”

Targeting prospects
There has been much talk swirling throughout the nonprofit community about renting catalog and publishing lists in lieu of nonprofit lists to more effectively reach prospective contributors. Some, however, contend that the best indicator that someone will give is if that person has given to related causes.