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Mastering the Four Fundamentals of Diversity in Giving

March 20, 2018

Are you looking to leverage your organization’s diversity in giving? Did you know the multiracial population in the U.S. will triple by 2060? What are the fundamentals of effective engagement?

The AFP Webinar on Diversity in Giving: Moving from Awareness to Action, presented by Alphonce J. Brown, Jr., ACFRE, and Dr. Janice Gow Pettey on March 14, highlighted the need for fundraising today to be tailored to the interests, value, and traditions of the many, replacing the one size fits all approach. 

“As non-majority populations across America emerge as the new majority, successful nonprofit organizations will need a well-balanced, relevant, diverse donor base,” said Dr. Janice Gow Pettey, nonprofit consultant, author, and professor.  “Building this successful diverse donor base will require that boards, staff, and programming also be diverse.”

If you missed the live webinar event, you can still sign up and listen to the archived event.

The webinar will help you:

  • Better understand the changing landscape of diversity today.
  • Get beyond unconscious bias to understand and leverage giving characteristics of various diverse populations.
  • Create the culture needed to improve fundraising outcomes within diverse communities.
  • Earn 1 CFRE education point.

“We hope participants come away from this session realizing that diversity has been redefined,” said Brown, principal consultant with Docere Consulting. “As fundraising practitioners, we must seek to understand, embrace and deal with differences even when those differences fall outside our comfort zones.”

Five Fast Facts 

There was a lot of ground to cover in the webinar. Here are some of the key facts and data reported during the event:

  • Multiracial population in the U.S. will triple by 2060.
  • 2010 Census reported multiple races grew by a larger percentage than those reporting a single race.
  • 75% of African-American donors say it’s important to support their place of worship.
  • Asian donors are more likely to plan and research their philanthropy.
  • Hispanic donors have a strong commitment to children’s causes.

Petty and Brown also talked about critical fundamentals for successful engagement with diverse audiences: 

  • Cultivate relationships with ethnic media.
  • Recognize generational differences.
  • Build diverse networks that can operate in mainstream organizations.
  • Create leadership opportunities.

“A major challenge in the landscape of diversity involves getting information to the people who need it most, recognizing small to mid-size nonprofit organizations, and serving as an advocate for the organization,” adds Brown. “Then, we must persuade, recruit and train the leadership at the top to take the lead in responding to the diversity message—which includes inclusion and action.”

The archived version of the webinar is available for permanent download, or up to six months for streaming from time of purchase.

Click here to review AFP’s I.D.E.A. (Inclusion, Diversity, Equity, and Access) Statement of Principles.



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