In the 1980s, a tale circulated among America’s farmers about testimony in the U.S. legislature concerning natural gas prices and the effects on irrigation farmers who depended on this energy source to pump water from deep aquifers in order to water crops. Farmer after farmer told of severe hardships caused by rising fuel costs until one legislator—a member of the agricultural committee—halted proceedings to pose an urgent question.
           
“I just have to know,” the legislator asked, “why do you have to heat the water before you put it on the crops?”
           
The farmers sat in stunned silence. They realized at that moment that their testimony fell on the ears of urban-based politicians who did not speak or understand the basic language of agriculture. Furthermore, they realized these were the people responsible for making critical decisions concerning farm policy in the United States.
           
While this story has no direct connection to fundraising or to the nonprofit sector, it illustrates the need for clear understanding and two-way communication among different groups. That is one of the goals of the fledgling AFP Diversity Ambassador’s program, which consists of seasoned AFP members who actively participate in communities such as African-American, Hispanic, Asian-American and rural. The program addresses the need for trust building and mutual, responsive communication among AFP and various communities through one-on-one, personal interaction. AFP ambassadors accept the long-term responsibility to represent AFP to specific communities and those communities to AFP, taking time to build individual trust so that open, honest communication can occur.

As Kay Peck, CFRE, chair of the task force and ambassador to the rural community, explains, past experience has created a pervasive lack of trust on the part of “underserved” communities toward the “establishment.” This basic truth translates into some solid insights for successful outreach efforts, including:

• Providing educational programs to underserved communities is unlikely to be successful unless preceded by sustained efforts for those communities to feel heard and to be understood.
• Trust building is a long-term effort and must involve individuals interacting with a community on equal terms rather than simply inviting representatives to participate in various programs.

Agents of Progress
 
The diversity ambassadors’ work is just part of a long-term effort to fulfill AFP’s commitment to the concept of diversity. Over the years, AFP has acknowledged that the term “diversity” covers far more than the usual laundry list of obvious differences such as race and gender. This is reflected in AFP’s official definition of diversity:

The Association of Fundraising Professionals (AFP) defines diversity in fundraising as the seeking and achieving of a broad representation of experiences, perspectives, opinions and cultures. Inclusiveness is an essential source of vitality and strength for the effective pursuit of an organization's mission.

This definition goes a long way toward expanding the AFP diversity vision in order to nurture real change and equity in the nonprofit sector. Members of the AFP Diversity Committee and its varied programs strive constantly to create the specific programs that will convert that vision into reality.

At the national and chapter levels, educational outreach should focus on needs of a specific community (or communities) as determined by the members of the community or communities who may attend those programs. These programs should have set goals, objectives, expectations and criteria for the measurement of results. All attendees should be engaged, individually and in groups. The cultural sensibilities of the attendees for whom the programs are designed need to be recognized and accommodated. In addition, the programs should allow for immediate feedback from the attendees and also provide opportunities for attendees to report results later at specified times.

Other AFP Diversity Resources

While the diversity ambassadors make recommendations on the customization or creation of new programs, the diversity committee maintains awareness of existing diversity resources. AFP proactively provides on its website multiple avenues for members to learn about diversity. These include a list of current diversity essays highlighting success stories, as well as the Chapter Diversity Resource Guide, which provides specific hands-on recommendations for chapters as they strive to build diversity programs.

The Diverse Communities in Fundraising (a sister project of the diversity ambassadors) involves the creation of affinity groups for self-identified communities of 25 AFP members or more. Currently the AFP website hosts online affinity groups for fundraising professionals in the African-American, Hispanic, Asian, Gay/Lesbian/Bisexual/Transgender (GLBT) and Faith-Based communities.

Additionally, AFP designates March as Diversity Month (encouraging chapter programs on diversity) and provides the annual Charles R. Stephens Excellence in Diversity Award honoring the year’s most outstanding demonstration by AFP chapters of leadership, creativity and initiative in building diversity in membership or programming.

Step Forward!
           
Studies indicate that there will be quantum changes in the demographic composition of the United States in the next few decades. The philanthropic sector must be cognizant of these changes and it must adjust according to the priorities and the interests of the people served. The most important of these include becoming a more civil society, healthcare, education, economic development and basic values. In turn, organizations that succeed in this effort will be supported by the people who they serve.

Changing demographics accentuate the need to grow diverse fundraisers and to cultivate diverse donors. Nonprofit organizations serving diverse populations must recruit volunteers and employ staff members who understand these changes and who are willing to give underserved populations significant roles and responsibilities. And even though many existing diversity resources are available, there is no substitute for two-way communication, which can be sparked by diversity ambassadors who interact with underserved communities.

To learn more about the AFP Diversity Ambassadors program, or to volunteer, contact AFP Diversity Committee Chair Joseph Goepfrich, CFRE, at jgoepfrich@pnc.edu. Watch for additional details soon in eWire and at www.afpnet.org/diversity.

Kay C. Peck, CFRE, a consultant with Flying Pigs Creative Services in Las Vegas, N.M., is a past chair of the AFP Diversity Committee.

Samuel N. Gough, Jr., CFRE is Founding Principal of The AFRAM Group located in Washington, D.C.

José Lopez is Principal with Lopez & Associates, Lansing, Mich.