August 11, 2013
Soliciting Minority Donors: Advice From Scholars of Giving
Donors want to be solicited by people who look and talk like them, says Marybeth Gasman, co-author of “Engaging Diverse College Alumni: The Essential Guide to Fundraising.”
Along with Nelson Bowman III, executive director of development at Prairie View A&M University, Ms. Gasman asked minority donors at 61 institutions how they most wanted to be courted.
Ms. Gasman, a professor of higher education at the University of Pennsylvania, says organizations that