Tapping Into the Power of Multicultural Philanthropy
Tapping Into the Power of Multicultural Philanthropy
Nov. 29, 2005
By Kelley Chunn
The estimated economic clout of Asians, Latinos, African-Americans and Native Americans exceeds $1.3 trillion, and they aren't afraid to flex their economic muscle -- especially in terms of philanthropy.
Shortly after Hurricane Katrina, for example, The Twenty-First Century Foundation, an African-American philanthropic organization, reportedly raised $400,000 for black survivors. The Associated Press reported that when two storms slammed Central America this fall, it brought into sharp focus a trend among U.S.-based development organizations and Hispanic community groups: When disaster strikes, many groups send money directly to community organizations in the affected countries because donors do not want corrupt governments to get access to the funds.
So how can nonprofit organizations tap into this powerful giving demographic?
Effective outreach and culturally sensitive messages help create strong relationships with these groups. The first critical step to conduct outreach to communities of color is to understand their "cultures of caring." How do they give? Why do they give? What is their history of giving? Outreach also begins with sensitivity to cultural differences, an awareness of how audiences respond to cultural messages and the nuances of language.
Internally, diversity begins with the extent to which your organization is multi-ethnic. This includes your staff, board, committees, helpline, support groups and speakers bureau. Donors of color want to know their dollars are going to an organization that is committed to diversity internally and externally.
Here are some strategies to help nonprofits learn about and better connect with racially and ethnically diverse audiences:
- Understand the complexity of the ethnic markets: African-American, Latino, Asian and Native American audiences respond to different kinds of cultural messages and have different kinds of language concerns. For example, Asian audiences comprise several subsets including Cambodian,Vietnamese, Chinese and Japanese. Latinos include, among others, Mexicans, Cubans, Puerto Ricans and Dominicans. African-American subsets include the Caribbean community; African immigrants such as Somalians and Nigerians; Cape Verdeans; and Haitians. Further, as in the mainstream market, there are class, age, gender and economic differences within these groups.
- Test the market: Go to diverse audiences and seek feedback on your fundraising and education materials. Do your Web site, brochures, annual reports and other material reflect a multi-ethnic context? Do you translate into other languages, and do those translations include linguistic nuances?
- Increase fundraiser diversity: Groups such as the National Association of Fundraising Professionals have launched local initiatives designed to increase the number of fundraisers of color. For example, the AFP'S Massachusetts Chapter has launched the Diversity Fellowship Initiative, a two-year program that matches fellows with mentors and provides ongoing career development and training, and assists the fellows in building their organization's capacity.
- Build strategic alliances: Build relationships with the "influentials" in these communities. These often are community-based religious, civic or business leaders whose attitudes and opinions matter because they have a sphere of influence. Having credibility and the trust of the community, these influentials help spread the word and can affect whether people give. Ethnic print, broadcast and online media play a similar role in spreading the word and shaping public opinion.
- Know the key trends: Ethnic groups now are collaborating in such groundbreaking initiatives as the Coalition of New Philanthropy in New York. Reflecting a "New Landscape on Philanthropic Giving," the coalition consists of five nonprofit organizations -- the Asian American Federation of New York, the Center on Philanthropy and Civil Society at the Graduate School and University Center of the City University of New York, the Hispanic Federation, the New York Regional Association of Grantmakers, and the Twenty-First Century Foundation. Calling itself the largest professional philanthropic association in the region, this coalition boasts a leading philanthropy research center and three ethnic funds with formal ties to more than 120 nonprofit community organizations.
At a time when the face of philanthropy is changing, fundraisers who do their homework will reap financial and social rewards from these burgeoning racial and ethnic communities.
Kelley Chunn is principal of Kelley Chunn & Associates, a Boston-based marketing and public relations consultancy that helps businesses, nonprofits and government institutions develop multicultural cause-marketing strategies. She can be reached by visiting http://www.kelleychunn.com
