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Understanding African American Giving Trends for Effective Fundraising

Explore the history, motivations, and best approaches of African American philanthropy to enhance fundraising efforts. Learn why and how African Americans give, their causes of choice, and key strategies for engaging this community.

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Understanding African American Giving Trends for Effective Fundraising

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  1. African American Giving Marybeth Gasman University of Pennsylvania & Nelson Bowman III Prairie View A&M University

  2. African American Wealth • Investment in stock market is up 30% • 48% own their own home • $1.1 trillion in buying power (2015) • 18.5% of African American families earn $75,000+ • 8.5% of African American families earn $100,000+

  3. What are We Losing? • Donors • Volunteers • Advocates

  4. Diversity in Fundraising

  5. “Black philanthropy is based on a communal notion of philanthropy.” -National Center on Black Philanthropy

  6. History • Beginning in 1600s,a history of self-help and volunteerism • By the late 1700s, organized philanthropy takes shape with mutual aid societies • By the 1800s, Black church in full swing • Sororities, fraternities, elite organizations • Civil Rights-oriented philanthropy • Today, African American Foundations

  7. Why African Americans Give and To What Causes • Emergency assistance to family & friends • Religion • Education & Scholarships • Civil rights causes and social issues • Health-related causes, including sickle cell, cancer, HIV/AIDS

  8. What Motivates African Americans to Give in General • Racial uplift • Sense of obligation • Religious influence • Peer & family influence • Visible results

  9. Best Approaches • Appeals tied to “racial uplift” • Personal approaches • Connections to clergy • Trust • Collaborative fundraising

  10. Racial Uplift

  11. Personal Touch

  12. Connecting to Clergy

  13. Trust

  14. Collaborative Fundraising

  15. What You Need to Know • Blacks give in small amounts over time, and for emergencies • Tax benefits are not most important • A sense of obligation and commitment to racial uplift drives Black alumni giving • Trust is absolutely essential to giving; respond to concrete causes

  16. Questions to Ask Yourself • What percent of your constituients are represented by African Americans? • What staff positions support your work targeting African American donors? • Which African American affinity groups do you currently target through your fundraising efforts? • What have you done so far to reach and engage African American donors?

  17. Contact Information: Marybeth Gasman mgasman@upenn.edu Nelson Bowman III nebowman!@pvamu.edu

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