Donor Focus: African Americans
Overcoming skepticism is crucial in reaching black donors.
“African Americans are skeptical, though,” Burnette adds. “People don’t want to be wanted so that they could give money.”
Burnette cites a consulting experience with a majority educational institution where many African-American alumni failed to respond to a year-end direct mail campaign. The institution was dumfounded by the results.
Related Content
The Art & Science of Building Long-Term Donor Relationships through Recurring Gifts
Fundraising Intelligence Cheat Sheet
Wealth Screening For Your Nonprofit Cheat Sheet
Wealth and Capacity Ratings Cheat Sheet
Donor Management Strategies: How to Organize Your Donor Data
Comments
