Donor Focus: African Americans

Today, more than ever, when the need for contributions is higher and revenue sources are shrinking, the African-American donor is a far more influential individual on the fundraising landscape.

“[This] much-touted demographic change has made some nonprofit organizations sit back on their heels and say, ‘We don’t know these people. We have to get to know these people so we can raise money from them,’ “ says Alice Green Burnette, principal of Advancement Solutions in Palm Coast, FL, and a fundraising veteran since 1964. In the late 1990s, Burnette compiled “The Privilege to Ask,” a qualitative national report on how African Americans view philanthropy and fundraising in the United States. What Burnette discovered is that fundraisers must overcome the skepticism and discomfort felt by many black potential donors.