A study by Blackbaud, a company that creates software for fundraisers, has found that ethnic minorities are under-represented in terms of charitable giving. Yet the same study found a remarkably similar attitude towards supporting charitable causes.
So why is it that the proportion of Caucasians donating to good causes is staying put while their representation in the community continues to fall?
The Blackbaud report has found there are two main explanations for this discrepancy. First, it appears that ethnic minorities are often being passed over completely when it comes to soliciting donations and, second, charities are not prospecting in the right way to attract the attention of minority groups.
That’s because although the general attitude towards giving was found to be similar across the board, there were differences in the types of charity supported, the reasons behind giving and the kind of approach that worked.
For example, Hispanic groups tended to be younger and more likely to donate in response to spontaneous appeals, whereas Asian groups were twice as likely to use technology to donate and were most likely to respond to disaster relief charities. African-American donors were often motivated by religious organisations and supported youth and anti-hate appeals.
Add these factors together with the fact that ethnic minorities seem to be off the radar when it comes to asking for charities and it becomes clear why, in the words of the report, ‘philanthropy today looks like the America of 25 years ago’.
To read the report for yourself, click the link.
Marty Davis is CEO of Legal Solutions Group Miami which specializes in corporate law, workers’ compensation (employer side) and real estate law.
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