Customer Reviews

Cultivating Diversity in Fundraising

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This book came along just in time. I want to congratulate Jancie Gow Pettey for tackling this subject and for doing it in a way that is readable and helpful. This book came to my attention just as I was accepting a new job with a nonprofit institution that serves an extremely diverse (both ethnically and economically) community. One phrase stood out to me: "Diversity means adjustment."

Summary: Get this book for your development library.

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In this latest publication in the AFP/Wiley Fund Development Series, author Janice Gow Pettey contends that, to be successful, fundraisers must understand diverse ethnic cultures in America. While philanthropy in America mirrors the rapid shifts in technology and culture of the 21st century, giving practices in many ethnic communities draw on ancient cultural and religious traditions. Pettey looks at four major ethnic groups, African American, Asian American, Hispanic/Latino and Native American, explores their charitable traditions, then applies this background to recommended fundraising techniques.

The book provides interesting historical perspectives on these four groups, and offers insights into specialized giving practices. Cultural pitfalls are addressed as well: how do you bring up planned giving in a Chinese community, where death may be a taboo subject? How do you measure philanthropy where much of the flow of funds is back to communities in immigrants' home lands?

Also included are demographic data from the 2000 census, as well as observations gleaned from interviews with professionals in the philanthropic sector on family, personal and cultural giving patterns within their respective cultures. (This survey is ongoing, and the author gives information in the book on how to participate.)

"Cultivating Diversity in Fundraising" is well-organized and clearly written. While giving nonprofit professionals the tools to succeed in successful fundraising among these major ethnic groups, the book also promotes a greater understanding and respect for the role of minority communities in American philanthropic life.