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Cultivating Diversity in Fundraising

Janice Gow Pettey

ISBN: 978-0-471-40361-6 November 2001 312 Pages


An important roadmap for fundraising in today's multiculturalcommunities

Raising money in today's diverse communities is a growing challengefor fundraisers and philanthropists, requiring thoughtfulstrategies, successful collaborations, and a respectfulunderstanding of people's differences.

In this groundbreaking new book, the author examines today's fourmajor ethnic groups-African American, Asian American,Hispanic/Latino, and Native American-in terms of their diversehistories, traditions, and motivations, and then applies thisinformation to the proven components of successful fundraising. Theresult is a timely and important look at how fundraisers can use anunderstanding of ethnic differences to create a vibrant andbalanced nonprofit center through both individual and collectiveefforts.

In clear, easy-to-understand language, Cultivating Diversity inFundraising answers the following critical questions:
* Who are diverse donors?
* What are their charitable traditions and interests?
* What fundraising methods will be successful in diversecommunities?
* What can fundraisers do to include more diversity in fundraisingefforts?

Designed as a guide to fundraising as well as a strategic updatefor existing fundraisers, this book should be required reading foranyone working in today's nonprofit sector.



2000 Census.

CHAPTER 1. African Americans.


African History.

African-American Cultural Giving Patterns.

Current State of African-American Philanthropy.

African Americans Today.

CHAPTER 2. Asian Americans.



Chinese-American History.

Filipino-American History.

Japanese-American History.

Korean-American History.

South Asian-American History.

Cutural Giving Patterns.

Traditions of Giving and Sharing Among Chinese Americans.

Traditions of Giving and Sharing Among Filipino Americans.

Traditions of Giving and Sharing Among Japanese Americans.

Traditions of Giving and Sharing Among Korean Americans.

Traditions of Giving and Sharing Among South Asians.

Pacific Islanders.

Asian-American Growth Patterns.

CHAPTER 3. Hispanic/Latino Americans.

Cuban-American History.

Dominican-American History.

Salvadoran-American History.

Mexican-American History.

History of Puerto Ricans in the United States.

Traditions of Giving and Sharing Among Hispanics/Latinos.

Guatemalans and Salvadorans.

Hispanic/Latino Demographics.

CHAPTER 4. Native Americans.

History of Native Americans in the United States.

Traditions of Giving and Sharing Among Native Americans.

Native American Demographics.

CHAPTER 5. Diverse Fundraising and Philanthropy Today.

African-American Philanthropy.

Recent Research on Asian-American Giving Patterns.

Hispanics/Latinos and Fundraising.

Native Americans and Fundraising.

CHAPTER 6. Challenges and Opportunities of Diversity inPhilanthropy Today.


Examples of Fundraising in Diverse Communities.

Corporate Grant-Making to Racial Ethnic Communities.


CHAPTER 7. Interviews: Influences on Giving.

Summary of Interviews.

Interview Questions.

Family Giving Patterns.

Cultural Giving Patterns.

Personal Giving Patterns.

CHAPTER 8. Case Studies.

The Elephant in Our Turn's Living Room (by Michael L.Edell).

A Capital Campaign for a Roman Catholic Chinese School (byAnonymous).

Sisters of African Descent (by Samuel N. Gough, Jr.).

Insider-Outsider: Major Gift Fundraising Among Some FirstNations People (by Prudence S. Precourt, Ph.D., CFRE).

Involving Cuban Americans in South Florida Charities (by RolandoD. Rodriguez, CFRE).

Successful Fundraising for India's 5-H Program (edited by JaniceGow Pettey, CFRE).

APPENDIX A: Population by Race and Hispanic Origin, for theUnited States, Regions, Divisions, and States, and for Puerto Rico,2000.

APPENDIX B: Population by Race and Hispanic Origin, for All Agesand for 18 Years and Over, 2000.

APPENDIX C: Population by Race, Including Combinations of TwoRaces, 2000.

APPENDIX D: Population by Race with Comparisons, 2000.

APPENDIX E: Difference in Population by Race and HispanicOrigin, 1990 to 2000.

APPENDIX F: States Ranked by Population, 2000.

APPENDIX G: States Ranked by Percent Population Change, 1990 to2000.

APPENDIX H: Anthropology and the Concept of Race (by Norman C.Sullivan).