The face of philanthropy is changing. The New Philanthropists are innovative, creative, and multi-generational; they have strong cultural identities, and they are ready to invest in causes, issues and nonprofit organizations. They are the future workforce, consumers and community leaders of Texas. According to Selig Center/Multicultural Economy Report, Hispanic/Latino ($181 billion), African-American ($72 billion), and Asian ($34 billion) buying power is well over $287 billion combined, creating a wealth of fundraising opportunities for organizations throughout Texas. In order for nonprofit organizations to remain relevant with these diverse populations, they need to understand, engage and create relationships with these communities. Learn ways to create meaningful relationships with the New Philanthropists. Gain greater understanding of their motivations, culture and giving patterns, while learning to identify influencers (individuals and groups), opportunities and barriers.
Presentation notes from:
Celeste Guzman Mendoza
Chief Development Officer
University of Texas Press
cmendoza@utpress.utexas.edu
512-232-7605
2. Be aware of your promotional materials: are they too slick? Are they
culturally astute?
Reasons why some of the focus group participants didn’t give
• No clear vision or mission
• Bad reputation, not trustworthy
• Weren’t thanked the last time they gave
• Don’t say where money goes
• Didn’t perceive entity as a charitable organization
• Organization seemed to by “trying too hard” or not genuine
Reasons why they did give
• Many of the older alumni set out a budget annually for their
charitable donations so connecting with them in the fall before they
do their annual budget is key.
• Some donors discuss their charitable intentions with their financial
planner so connect with financial planners and managers.
• Employer programs worked well (giving through work)
• Donor was invited to an event or asked to give by a friend or family
member
• Transparency -- Budget information, strategic plan and vision
• Specific information about how their money would be used
Focus Groups Steps
1. Decide on pool from which to recruit from
2. Select a space that is NOT affiliated with the nonprofit, a neutral
space. You want people to feel comfortable to speak their mind
100%.
3. Moderated by a professional who can guide the participants so no
one person gets to talk too much
4. Refreshments
5. Provide a goodie bag
6. Survey for participant when they arrive at the space
7. Questions for focus group
8. Attend focus group (behind glass door) and be ready to adjust the
questions for the group depending on who is in the room.
9. Transcription of focus group
What an entity like the Office of Survey and Research at UT or advertising
agency (pro bono) can do for you:
1. Recruitment
2. Co-create the survey tool and questions for the focus group
3. Moderate the focus group
4. Transcribe what was said during the session
5. Analysis
Page 2 of 2