Strategically Building Relationships With Communities of Color

Strategically Building Relationships With Communities of Color

Oct. 25, 2005

By Reine Shiffman

Statistics have long foretold that the white male would eventually lose his position of dominance within the fundraising spectrum and, in preparation, articles such as this have focused on philanthropic trends among other populations. And for good reason.

In 2000, the Census Bureau projected that whites and groups of color overall would be roughly equal in size by the year 2050. Already, in New York City, nearly half the people ages 5 and older -- 48 percent -- speak a language other than English at home.

Author Paul Kivel addresses an issue he terms "the culture of power," which he asserts evolves when a large group creates an environment that places its members as the "norm." Although the group might not intentionally make others uneasy, it's a human reaction. When we are inside a culture of power, we expect to have things our way, the way with which we are most comfortable.

For years philanthropy has operated within a culture of power that focuses on the assets of affluent white donors. That's problematic, says Laura Loescher, co-founder of Changemakers, a foundation that promotes progressive, community-based philanthropy, in her article "Building Community-based Philanthropy": "If a community-based philanthropy is going to thrive and fully realize its potential, we are going to have to break down the real and imagined barriers keeping us from building alliances beyond our own comfortable circles."

This is not an insurmountable task; yet it will require both forethought and introspection. Here are 10 ways to help your organization -- and you -- move forward.

1. Identify ways your organization inadvertently might have erected barriers to communities of color. Place value on the different perspectives of all individuals, and promote the process for all to feel included.

2. Ascertain how others perceive your organization. Is your board and staff representative of our diverse society? Many studies suggest that individuals of color might consider the diversity of an organization's efforts before supporting it. Are actions needed to change or clarify that perception?

3. It is critical that the organization have leadership not only willing to demonstrate their commitment, but also to establish ongoing strategies to make certain that initiatives and tone are permeated throughout the organization.

4. If you're targeting an audience versus an individual, make sure there's mutual value for doing so. Ask yourself: What is the benefit for this community to be associated with my organization? Where is the relevancy?

5. Be respectful of cultural differences. Watch how you communicate. Before using jargon with which you're attuned, make sure you employ native speakers from the target country to help "transadapt" based on cultural and language differences.

• Some cultures will see a conversation about estate gifts as rude. For many Latinos, these life-and-death conversations require a degree of trust that comes from having a relationship with others.
• How about the word endowment? How do you explain the concept to individuals from cultures where saving is not a norm?
• Even recognition can be interpreted differently. While you might view listing of names by gift size as a positive motivator, other cultures could see it as less than inspirational.

  6. Learn rather than teach: Invite individuals from cultures other than your own to teach you about their giving traditions and patterns. Hear how your efforts fit into the lives of their communities. Discuss solicitation practices you have used and ask whether they are appropriate within the communities they represent.

  7. Recognize that communities of color are at difference stages. In many there is still a general lack of knowledge about financial management and investment planning. This certainly is not a result of a lack of caring; rather, it's an issue of financial maturity.

  8. Earn trust by demonstrating your commitment to learning by becoming engaged in cultures other than your own. Similarly, if you are a member of community of color, reach out and invite someone to join you at a cultural or educational event.

  9. Understand cultural differences, but don't make collective assumptions. Even with communities of similar heritage there is wide diversity.

  10. Remember that regardless of the ethnicity of the person with whom you're speaking, your success will be based on an ability to establish a personal relationship with individuals based on that particular person's stature, interests and motivations.

  The fact is that this discussion extends well beyond building relationships with communities of color. There are myriad changes within the realm of fundraising, and the sooner we accept that the status quo to which we've become accustomed is behind us, not only will we be more successful in our fundraising endeavors, but we'll be more enriched in our personal lives as well.

  Reine Shiffman is owner of the nonprofit consultancy Shiffman & Associates and can be reached at 651.686.7509.