Writer’s Notebook: Raising Money From People of Color

When we began reporting this month’s cover story on how charities can do a better job reaching donors of color, it became clear quickly that people had strong feelings on the topic. Too many nonprofits have relied on wealthy, white donors and overlooked people of color who gave — and who would give more if engaged and asked — fundraisers and other experts told us.

Yet while people were passionate about the need to diversify the pool of donors who support nonprofits, it was hard to find tangible examples. Some nonprofit leaders are afraid to talk publicly about sensitive issues like race. Others are stumped by where to start — so they haven’t. But my colleague Emily Haynes and I kept at it. In this issue, we bring you promising stories and expert insight from fundraisers, consultants, and others who want to help nonprofits ensure their supporters look more like a changing America.

One of the central themes we heard in our interviews was how critical it is for nonprofits to commit to diversity on their staffs and boards. Because so many groups lag behind on that score, donors of color by and large don’t see people who look like them in the leadership of many nonprofits or in the development profession. That makes them feel disconnected, but that shouldn’t be taken as a sign they are disinterested in nonprofit causes, Ashindi Maxton, co-founder of the Donors of Color Network, told us. We’re going to continue covering issues of diversity in philanthropy intensively. The Chronicle’s cover story in September will dig into what nonprofits need to do to better recruit — and keep — fundraisers of color.

And we’re offering you a special opportunity as a subscriber to join us for an online briefing next month to ask your questions about engaging donors of color. During the live conversation on Tuesday, April 7, Emily and I will talk about takeaways from our story along with seasoned fundraisers who will answer questions from subscribers.

I’d love to hear your thoughts and your experiences with diversity in fundraising. Drop me a line with your stories, questions, and concerns.