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Diversity
in GivingThe Changing Landscape
of American Philanthropy
2
Why This Study?
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• Ask questions, challenge the presenters,
and let’s talk!
• Please use social media about this
session and topic
• Copies of the deck will be on the AFP site,
as well as the Blackbaud and Edge
websites
House Rules
Tweet This Now
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@emmettcarson: Nonprofit organizations will need to have a diverse donor base to sustain and grow operations. blackbaud.com/GivingDiversity #AFPFC
Do our current fundraising efforts reach the full
spectrum of Americans who might support them?
Are we speaking the language—literally and
figuratively—of tomorrow’s donors?
Do the fundraising channels we depend upon exclude
some ethnic and racial groups?
Do we have the cultural competency?
Research Questions
Online Survey of 1,096 U.S. Donors, conducted October
2014
Utilized the web-enabled KnowledgePanel®, the
nation’s only probability-based panel, recruited to be
representative of the U.S. population
Survey offered in English and Spanish
Oversamples of African-American, Asian, and Hispanic
respondents
Total data are weighted to reflect the nationwide
population of donors
Methodology
The Donor Gap
9% 11%
5%
73%
Tweet This Now
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Your fundraising strategies may not be as inclusive as you think! blackbaud.com/GivingDiversity #AFPFC
Donors Share Core Values
Religion and faith are both drivers and indicators of giving.
The impulse to help those in need is universal.
Wealthier individuals donate more in absolute terms
than those with mid-level or lower incomes.
The African American Donor
Community
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• Religion and faith are a
more important part of
philanthropy than among
any other group
• Not as likely to give
through direct response
channels, but also not
being asked
African American Donors – At A Glance
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• More than any other
group, interested in
supporting their unique
heritage and community
Giving is more personal
and spontaneous
African American Donors - Demographics
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African American Donors – Giving Priorities
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50%
40%
37%
37%
23%
21%
12%
Place of worship
Local social service
Children’s charities
Health charities
Military/veterans
Youth development
Anti-hate/equality
Top Charities Supported75% say is important to support their place of
worship, far surpassing any other group
On average, say give
13% of income
to place of worship, more than any other
group(among those who give to place of worship)
↑
↑ Significantly higher than donors overall
↑
African American Donors – Giving Habits/Attitudes
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66%
57%
46%
45%
58%
43%
28%
32%
Tend to give in small ways(toy/food drives, checkout
donations, etc.)
Responsibility to supportorgs positively impacting
AA community
Like when orgs offerpromotional giveaways
Like supporting byparticipating in social
events
Giving Habits/Attitudes: More Likely To Agree
African -AmericanDonors
All Donors
↑
↑ Significantly higher than donors overall
↑
↑
↑
African American Donors – Giving Habits/Attitudes
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65%
60%
47%
79%
80%
56%
Have an idea of whichorgs to give to
Concerned aboutoverhead vs the cause
Have idea of how much Iwill budget for donating
Giving Habits/Attitudes: Less Likely to Agree
African -American Donors All Donors
↓
↓ Significantly lower than donors overall
↓
↓
African American Donors – Reaching Donors
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49%
28%
19%
11%
18%
43%
18%
31%
19%
24%
Have made donations atcheckout
Have given to canvasserson street/at home
Have given online viaorg's website
Have become monthlydonors to a cause
Have made a tribute/memorial donation
Donation Channels: More and Less Likely to Use
African -AmericanDonors
All Donors
↑ Significantly higher than donors overall↓ Significantly lower than donors overall
↑
↑
↓
↓
↓
The Asian Donor Community
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• Generous U.S. donors,
even though this group is
more likely to have been
born outside the U.S.
• Younger, well educated,
more likely liberal and
female
• Most technologically
connected and willing to
use alternate giving
channels
Asian Donors – At A Glance
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• Giving priorities are
different—more likely to
support emergency relief
efforts and education;
religion not as important as
driver of philanthropy
More likely to plan and
research their philanthropy
Asian Donors - Demographics
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Highly educated
Asian Donors – Giving Priorities
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Place of worship noticeably absent from top three giving categories
↑
↑ Significantly higher than donors overall
↑
36%
35%
35%
34%
29%
24%
18%
Health charities
Children’s charities
Local social service
Place of worship
Emergency relief
Formal education
Youth development
Top Charities Supported
↑
Asian Donors – Giving Habits/Attitudes
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40%
36%
29%
27%
28%
24%
Always visit a nonprofit'swebsite before becoming
a supporter
Like when orgs offerpromotional giveaways
Prefer to give to orgs thatchange policies/laws
Giving Habits/Attitudes: More Likely To Agree
Asian Donors
All Donors
↑ Significantly higher than donors overall
↑
↑
↑
↑
Asian Donors – Reaching Donors
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39%
19%
19%
38%
31%
10%
24%
43%
Have given online viaorg's website
Have donated through acrowdfunding site
Have made a tribute/memorial donation
Added a donation atcheckout
Donation Channels: More and Less Likely to Use
Asian Donors
All Donors
↑ Significantly higher than donors overall↓ Significantly lower than donors overall
↑
↑
↓
↓
Tweet This Now
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40% of Asians say they ALWAYS visit a website before deciding to donate. blackbaud.com/GivingDiversity #AFPFC
The Hispanic Donor Community
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• Youngest of all groups and
most likely to have children
in their households
• Strong commitment to
children's causes
• Much more likely to say
they give spontaneously,
when something pulls at
their heartstrings
Hispanic Donors – At A Glance
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• Give larger percentage of
income to church than
donors overall
Not asked for donations as
frequently as others, and
not as likely to give through
traditional direct response
channels; most interested
in hearing more from
nonprofits
Hispanic Donors - Demographics
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45%
40%
31%
30%
Place of worship
Children’s charities
Health organizations
Local social service
Top Charities Supported
Hispanic Donors – Giving Priorities
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Health and local social service organizations are popular, but Hispanic
donors are still less likely to give to either than donors as a whole
↑ Significantly higher than donors overall
Hispanic Donors – Giving Habits/Attitudes
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52%
18%
21%
36%
9%
10%
Most giving isspontaneous/pulls at
hearstrings
Would support morenonprofits if asked more
often
Would like to supportmore nonprofits but don't
know how
Giving Habits/Attitudes: More Likely To agree
HispanicDonors
All Donors
↑ Significantly higher than donors overall
↑
↑
↑
Tweet This Now
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African Americans and Hispanics say they would support more nonprofits if they were asked more often. blackbaud.com/GivingDiversity #AFPFC
Hispanic Donors – Giving Habits/Attitudes
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63%
57%
39%
80%
79%
56%
Concerned aboutoverhead vs. cause
Have an idea of whichnonprofits will give to
each year
Have an idea of howmuch will budget fornonprofits each year
Giving Habits/Attitudes: Less Likely to Identify With
Hispanic Donors
All Donors
↓
↓ Significantly lower than donors overall
↓
↓
Hispanic Donors – Reaching Donors
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22%
23%
13%
23%
27%
18%
18%
24%
31%
32%
Have given to canvassers on street/athome
Donated through a 3rd party vendor
Have donated in honor/memory ofsomeone
Have donated through an organization'swebsite
Have given in response to postal mailappeal
Donation Channels: More and Less Likely to Use
Hispanic Donors All Donors
↑ Significantly higher than donors overall↓ Significantly lower than donors overall
↑
↑
↓
↓
↓
• The impulse to give is universal
• Religion and Faith are indicators of giving (current and
future)
• Wealthier individuals donate more in absolute terms than
other income cohorts
• Don’t ask and people don’t give!
• Generational and ethnic/racial cohorts do not drive
giving, but do drive channel and messaging
• Overfishing results in a lower catch for all … engage
everyone!
Today’s Terrific Takeaways
Tweet This Now
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@dmccarthy104:The future of philanthropy may hinge on our ability to see the America of 2015, not 1990. blackbaud.com/GivingDiversity #AFPFC
Thank you to those who helped with this project
• Dennis McCarthy, Ashley Thompson and Erin
Duff at Blackbaud
• Pam Loeb, Mariel Molina, Erin Wagner and Lisa
Dropkin at Edge Research
• Mark Rovner at SeaChange Strategies
• And for inspiring us all: Dr Emmett Carson of the
Silicon Valley Foundation
Thank you!
Read the whitepaper here: www.blackbaud.com/GivingDiversity
For additional information, please contact:Dennis McCarthy | [email protected]
Pam Loeb | [email protected] Molina | [email protected]
