Overcoming skepticism is crucial in reaching black donors.

By Paul Barbagallo

The Family Digest file gets a lot of fundraising mailers, Blume shares, because of the person who reads it: a family-oriented, potentially religious black woman.

Make the connection
Fundraisers fail in the black community when they sit down with a prospective donor and say, “We’d like you to give us money” — without explaining how their organization connects with that person.