Eden Stiffman, a contributor to the Chronicle of Philanthropy, has written an eye-opening article about how to reach out to more ethnically diverse donors. According to the article by Eden Stiffman, “6 steps to Attracting More Diverse Donors,” the current donor population is over-representative of Caucasians at the expense of other racial groups when compared to the US population as a whole.
One piece of advice Stiffman offers is for the non-profits to re-evaluate the tenor and content of their donor communications. For example, the stories told by organizations should be “culturally appropriate” and “welcoming” to people of other races and religions. Be wary of culturally offensive stereotypes that might accidentally show up in your organization’s marketing materials.
This is especially true of images, many of which depict people of color as the needy beneficiaries and only white people as staff members, board members, donors and CEOS. Featuring more diverse staff and organization leaders could go a long way in conveying to donors that there is serious commitment to diversity in place. And producing newsletter content in multiple languages may be appropriate depending on the ethnic breakdown of your organization’s donor base.
As always, examining the composition of this donor base is the first place to start when determining how to execute your strategy to attract diverse donors. And the best way to assess the demographics of the support base is to perform a high- level donor analysis (which we can do for you right now!)
Eden Stiffman, the contributor, also suggests getting a second opinion regarding how your organization’s message is perceived.
“Sometimes it’s helpful to bring in someone from outside the organization to provide a new perspective,”, he notes.
Please feel free to contact us if you need that new perspective.
Our campaign experts would be delighted to take a second look at your donor engagement approach!