January 24, 2002 | Read Time: 1 minute
Cultivating Diversity in Fundraising
by Janice Gow Pettey
While ethnic and racial minority groups make up the fastest growing segment of the U.S. population, the field of fund raising still lags in its efforts to cultivate charitable giving among members of minority groups.
In Cultivating Diversity in Fundraising, Janice Gow Pettey, executive director of the Sacramento Regional Foundation, looks at the history and culture of the four largest minority groups in the United States in an attempt to devise strategies for increasing “philanthropic awareness” among members of those groups.
Initial chapters focus on the history, traditions of giving, and demography of African-Americans, Asian-Americans, Hispanics, and American Indians. Later sections present research on giving among minority groups, discuss approaches to recognizing and thanking minority donors in ways that build on differing giving traditions, and provide data on corporate grant making to ethnic groups.
A later chapter presents the results of interviews with 35 people who discussed their own giving habits and those of their families and of their racial, ethnic, or religious groups. Another chapter presents case studies of six fund-raising efforts that focused on members of minority groups, accompanied by discussion questions designed to provoke further consideration of the issues presented.
Appendices present demographic data and an essay that argues that race is a classification that lacks a biological or genetic basis.
Cultivating Diversity in Fundraising is part of the AFP/Wiley Fund Development Series, which is produced by the Association of Fundraising Professionals and John Wiley & Sons.
Publisher: John Wiley & Sons, 1 Wiley Drive, Somerset, N.J. 08875; (800) 225-5945; fax (800) 597-3299; http://www.wiley.com; 281 pages; $29.95; I.S.B.N. 0-471-40361-X.
