Cover image for Cultivating diversity in fundraising
Cultivating diversity in fundraising
Pettey, Janice Gow.
Personal Author:
Publication Information:
New York : John Wiley & Sons, [2002]

Physical Description:
xxix, 281 pages ; 24 cm.
Format :


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HG177 .P48 2002 Adult Non-Fiction Central Closed Stacks

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An important roadmap for fundraising in today′s multicultural communities

Raising money in today′s diverse communities is a growing challenge for fundraisers and philanthropists, requiring thoughtful strategies, successful collaborations, and a respectful understanding of people′s differences.

In this groundbreaking new book, the author examines today′s four major ethnic groups-African American, Asian American, Hispanic/Latino, and Native American-in terms of their diverse histories, traditions, and motivations, and then applies this information to the proven components of successful fundraising. The result is a timely and important look at how fundraisers can use an understanding of ethnic differences to create a vibrant and balanced nonprofit center through both individual and collective efforts.

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

Designed as a guide to fundraising as well as a strategic update for existing fundraisers, this book should be required reading for anyone working in today′s nonprofit sector.

Author Notes

Janice Gow Pettey is Executive Director of the Sacramento Regional Foundation. She has been a fundraiser for over twenty-two years, working for the American Red Cross, YMCA of San Francisco, and the United Way of the Bay Area. In addition to being a nationally known speaker and trainer on the subject of diversity and philanthropy, Ms. Pettey is an adjunct professor at the University of San Francisco, where she teaches fundraising and philanthropy courses in the College of Professional Studies. She is a member of the AFP Ethics Committee, and has served on the national AFP board and the Foundation board, in addition to having chaired the Diversity Committee

Table of Contents

Michael L. EdellSamuel N. Gough, Jr.Prudence S. Precourt, Ph.D., CFRERolando D. Rodriguez, CFRENorman C. Sullivan
Prefacep. XIX
Introductionp. XX
Diversityp. xxiii
2000 Censusp. xxvii
Chapter 1 African Americansp. I
Introductionp. 1
African Historyp. 2
African-American Cultural Giving Patternsp. 9
Current State of African-American Philanthropyp. 11
African Americans Todayp. 12
Chapter 2 Asian Americansp. 15
Introductionp. 15
Overviewp. 18
Chinese-American Historyp. 23
Filipino-American Historyp. 26
Japanese-American Historyp. 29
Korean-American Historyp. 33
South Asian-American Historyp. 35
Cutural Giving Patternsp. 37
Traditions of Giving and Sharing Among Chinese Americansp. 38
Traditions of Giving and Sharing Among Filipino Americansp. 40
Traditions of Giving and Sharing Among Japanese Americansp. 43
Traditions of Giving and Sharing Among Korean Americansp. 48
Traditions of Giving and Sharing Among South Asiansp. 52
Pacific Islandersp. 55
Asian-American Growth Patternsp. 55
Chapter 3 Hispanic/Latino Americansp. 59
Cuban-American Historyp. 59
Dominican-American Historyp. 61
Salvadoran-American Historyp. 63
Mexican-American Historyp. 64
History of Puerto Ricans in the United Statesp. 70
Traditions of Giving and Sharing Among Hispanics/Latinosp. 73
Guatemalans and Salvadoransp. 75
Hispanic/Latino Demographicsp. 76
Chapter 4 Native Americansp. 79
History of Native Americans in the United Statesp. 79
Traditions of Giving and Sharing Among Native Americansp. 86
Native American Demographicsp. 91
Chapter 5 Diverse Fundraising and Philanthropy Todayp. 95
African-American Philanthropyp. 95
Recent Research on Asian-American Giving Patternsp. 108
Hispanics/Latinos and Fundraisingp. 114
Native Americans and Fundraisingp. 122
Chapter 6 Challenges and Opportunities of Diversity in Philanthropy Todayp. 129
Recognitionp. 129
Examples of Fundraising in Diverse Communitiesp. 132
Corporate Grant-Making to Racial Ethnic Communitiesp. 134
Remittancesp. 147
Chapter 7 Interviews: Influences on Givingp. 153
Summary of Interviewsp. 153
Interview Questionsp. 155
Family Giving Patternsp. 157
Cultural Giving Patternsp. 167
Personal Giving Patternsp. 185
Chapter 8 Case Studiesp. 191
The Elephant in Our Turn's Living Roomp. 192
A Capital Campaign for a Roman Catholic Chinese Schoolp. 197
Sisters of African Descentp. 204
Insider-Outsider: Major Gift Fundraising Among Some First Nations Peoplep. 209
Involving Cuban Americans in South Florida Charitiesp. 218
Successful Fundraising for India's 5-H Programp. 226
Appendix A Population by Race and Hispanic Origin, for the United States, Regions, Divisions, and States, and for Puerto Rico, 2000p. 229
Appendix B Population by Race and Hispanic Origin, for All Ages and for 18 Years and Over, 2000p. 232
Appendix C Population by Race, Including Combinations of Two Races, 2000p. 234
Appendix D Population by Race with Comparisons, 2000p. 236
Appendix E Difference in Population by Race and Hispanic Origin, 1990 to 2000p. 239
Appendix F States Ranked by Population, 2000p. 242
Appendix G States Ranked by Percent Population Change, 1990 to 2000p. 244
Appendix H Anthropology and the Concept of Racep. 246
Notesp. 252
Glossary of Racial/Ethnic Termsp. 258
Bibliographyp. 261
Indexp. 267