Cultivating Diversity in Fundraising

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Wiley, 2002 - 281 Seiten
As contemporary American communities become ever more ethnically diverse, companies and organizations seeking to raise funds are discovering that generic fundraising approaches are no longer effective. In order to be successful, fundraisers in today’s multicultural world must gain a better understanding of the critical factors that motivate different ethnic groups to give.

Integrating such elements as history, tradition, and values with the components of successful fundraising, Cultivating Diversity in Fundraising clearly demonstrates what is necessary and appropriate to successfully raise money and increase philanthropic awareness in today’s diverse communities. Written as a guide for those planning to raise funds in these communities, the book provides readers with an in-depth understanding of the philanthropic motivation of each of the four major racial/ethnic populations: African American, Asian American, Hispanic/Latino, and Native American. As these groups differ in lifestyle, values, and traditions, so do their reasons for giving.

Organized by ethnic group into several easy reference sections, the book includes an overview of such factors as the history and immigration patterns for each population and cultural traditions that influence donating patterns. The author also presents recent demographic data, a review of ethnic fundraising practices, and highlights of philanthropic practices from within each population. Finally, the book presents several illustrative case studies, written by professionals in the field, each designed to promote discussion and further insight into specific aspects of diversity in fundraising, and analyzes them in terms of their strategies and effectiveness.

An important addition to the literature of fundraising and philanthropy, Cultivating Diversity in Fundraising should be a much-used reference on every fundraiser’s bookshelf.

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Über den Autor (2002)

JANICE GOW PETTEY is Executive Director of the Sacramento Regional Foundation. She has been a fundraiser for over twenty-two years, working for the American Red Cross, YMCA of San Francisco, and the United Way of the Bay Area. In addition to being a nationally known speaker and trainer on the subject of diversity and philanthropy, Ms. Pettey is an adjunct professor at the University of San Francisco, where she teaches fundraising and philanthropy courses in the College of Professional Studies. She is a member of the AFP Ethics Committee, and has served on the national AFP board and the Foundation board, in addition to having chaired the Diversity Committee.

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