• October 24, 2014

Understanding Cultural Differences in Giving

Tuesday, August 9, at noon U.S. Eastern time

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As Americans become more racially and ethnically diverse, nonprofits of all types are seeking ways to attract minorities as donors.

But as more and more research shows that giving appeals must be carefully tailored to different types of people, fund raisers need to learn new approaches. How can fund raisers better take into account cultural differences and traditions as they court minorities? And how can fund raising become more inclusive?

Below is the transcript of a live online discussion with two experts sharing tips that work and highlighting new research about reaching minority donors.

The guests:

Nelson Bowman III, director of development at Prairie View A&M University. He is the co-author, with Marybeth Gasman, of two forthcoming books: Guide to Fundraising at Historically Black Colleges and Universities: An All-Campus Approach and Understanding Cultivating, and Engaging College Alumni of Color.

Marybeth Gasman, a professor of education at the University of Pennsylvania, where she conducts research on fund raising and giving at black institutions and by black people. She is the author of several books including, Envisioning Black Colleges: A History of the United Negro College Fund, and has worked as a consultant to organizations seeking to attract minority donors.

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