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African American Giving

African American Giving. Marybeth Gasman University of Pennsylvania & Nelson Bowman III Prairie View A&M University. African American Wealth. Investment in stock market is up 30% 48% own their own home $1.1 trillion in buying power (2015)

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African American Giving

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  1. African American Giving Marybeth Gasman University of Pennsylvania & Nelson Bowman III Prairie View A&M University

  2. African American Wealth • Investment in stock market is up 30% • 48% own their own home • $1.1 trillion in buying power (2015) • 18.5% of African American families earn $75,000+ • 8.5% of African American families earn $100,000+

  3. What are We Losing? • Donors • Volunteers • Advocates

  4. Diversity in Fundraising

  5. “Black philanthropy is based on a communal notion of philanthropy.” -National Center on Black Philanthropy

  6. History • Beginning in 1600s,a history of self-help and volunteerism • By the late 1700s, organized philanthropy takes shape with mutual aid societies • By the 1800s, Black church in full swing • Sororities, fraternities, elite organizations • Civil Rights-oriented philanthropy • Today, African American Foundations

  7. Why African Americans Give and To What Causes • Emergency assistance to family & friends • Religion • Education & Scholarships • Civil rights causes and social issues • Health-related causes, including sickle cell, cancer, HIV/AIDS

  8. What Motivates African Americans to Give in General • Racial uplift • Sense of obligation • Religious influence • Peer & family influence • Visible results

  9. Best Approaches • Appeals tied to “racial uplift” • Personal approaches • Connections to clergy • Trust • Collaborative fundraising

  10. Racial Uplift

  11. Personal Touch

  12. Connecting to Clergy

  13. Trust

  14. Collaborative Fundraising

  15. What You Need to Know • Blacks give in small amounts over time, and for emergencies • Tax benefits are not most important • A sense of obligation and commitment to racial uplift drives Black alumni giving • Trust is absolutely essential to giving; respond to concrete causes

  16. Questions to Ask Yourself • What percent of your constituients are represented by African Americans? • What staff positions support your work targeting African American donors? • Which African American affinity groups do you currently target through your fundraising efforts? • What have you done so far to reach and engage African American donors?

  17. Contact Information: Marybeth Gasman mgasman@upenn.edu Nelson Bowman III nebowman!@pvamu.edu

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