April 27, 2012

Online Challenge Raises $2-Million for Charities That Aid Minorities

An online fundraising challenge to spur giving among minorities ended Thursday night after raising $2.2-million in just 10 days. The money will be shared by Associated Black Charities, Hispanics in Philanthropy, and 2o other charities that serve minorities.

The W.K. Kellogg Foundation kicked off the Cultures of Giving Donor Challenge on April 17.  It offered a dollar-for-dollar match—up to $20,000—for donations made online to each of the 22 charities, all grantees of the foundation.

During the campaign, charities also competed in one-day contests to see which ones could raise the most to improve education, health, or the financial security of the people they serve.

At the end of the competition, Kellogg also offered a $100,000 prize to the charity that raised the most in the 10-day drive. The winner was the American India Foundation, a charity that raised $325,752.

Pradeep Kashyap, vice chairman of the India foundation's board, said the organization sent e-mails about the fundraising effort to donors nationwide, including board members. The first e-mail was followed by a second one tailored to the foundation's 15 board members and a larger "council of trustees," made up of 35 people. The group also made phone calls to donors it knew could afford to make big gifts.

The American India Foundation and 16 other charities raised more than $20,000 apiece, while the remaining five charities together raised $48,349. Altogether, the 22 charities succeeded in raising $1,338,301, with Kellogg kicking in $915,000.

Send an e-mail to Holly Hall.