At the outset of this study, we sought tactical examples of how organizations were engaging with diverse donors so that we could share success stories across the industry. What we found, however, was that successful programming centers on an ecosystem that encourages challenging but important conversations.
1. The commitment to Diversity, Equity and Inclusion (DEI) begins at the top. Across participating organizations, staff and volunteer leaders are prioritizing DEI in their strategic plans. Some have formed board committees dedicated to advancing DEI. Several have created staff leadership positions, set accountability targets and developed educational opportunities for their teams. Interviewees agreed that advancing DEI is about more than “checking a box” and requires a proactive commitment from leadership.
2. DEI presents complex challenges that require a thoughtful investment of time and resources to gain the understanding needed for authentic engagement. Building an effective program requires not only commitment from leadership, but also the investment of time and funding into research and community engagement. During our interviews, we learned how organizations have been on a journey to understand barriers or challenges faced by the people they serve – and this has evolved their programming. This has also led to more meaningful donor engagement in support of the DEI agenda.
3. Donors want to see themselves reflected in the organization – including staff and volunteers. Organizations are adding a DEI lens to their hiring practices to better represent their communities. Organizations are rethinking how they recruit, assess and support staff to attract and retain development professionals from non-traditional backgrounds. One of the ways they are doing this is by hiring for mission alignment and providing development-specific training. Many are committed to identifying and growing a diverse talent pool internally. In some cases,
Development staff have worked creatively with Human Resources to ensure diverse candidates do not get lost in the automated hiring processes of the institution.
Some organizations are hiring cultural advisors and engaging volunteers from particular affinity groups to reach diverse audiences. Many boards are fostering authentic engagement with diverse leadership volunteers. Active listening and openness to change helps organizations follow the direction of these experts. This also demonstrates a commitment to DEI to donors.
4. Every person and every culture is unique. Giving is deeply personal and donors require custom engagement strategies. Donors have reminded organizations not to make assumptions based on what the organization deems to be their culture or who even fits into that distinct culture. Donors of diverse cultures have their own giving priorities, which the organization may not classify as a DEI initiative. Furthermore, it is important to cultivate and engage donors on an individual basis to ensure understanding of the philanthropic priorities of each donor, avoiding the assumption that based on a donor’s racial, cultural or religious background, donors will choose to direct their philanthropy towards DEI initiatives.
5. Traditional engagement may not work with diverse donors. The pipeline of visibly diverse philanthropists is growing but many have had to overcome societal barriers, so wealth is often first or second generation. Some interviewees found that connecting these prospective donors to the impact as vividly and viscerally as possible helps inspire them to make a difference – more so than showcasing the institution’s stature or achievements. For some, traditional tactics like presenting formal proposals were less effective than hearing from students or program recipients or seeing first-hand how a gift may inspire others in their community.
6. Trusted relationships come before solicitations. For a solicitation to be successful, significant engagement and reciprocal relationship-building need to occur. Donors and communities want to feel appreciated and understood by an organization before they invest, and the donations may not come in traditional five-year pledges. Leaders reminded us that there needs to be space for conversations that may not result in a gift. Building effective engagement takes patience, dedication, strategy and authenticity.
7. Stakeholders want to see how the organization is actively moving the DEI needle – and how they can participate. Philanthropy can be a demonstration of activism and individuals are looking for channels to make a difference. Organizations are adapting their case for support and ensuring they have clear, meaningful DEI-related priorities articulated. Supporting DEI is a priority for traditional and new philanthropists. Organizations are making it clear, easy and accessible to support these priorities.
8. Mistakes are part of the journey, and everyone needs to be open to learning, pivoting and adapting. Despite the best of intentions, the impact may not always reflect the desired outcome. People will make errors, so it is essential to approach this work with humility. Some organizations have established a safe and supportive space for staff to learn and engage in dialogue.
9. DEI is a long-term commitment and, as a sector, we need to hold each other accountable. Organizations need to commit to tangible goals that are sufficiently resourced and measured through KPIs or other qualitative and quantitative metrics. Donors want to invest in meaningful change and organizations need to demonstrate their commitment to DEI, beginning with their own operations. The commitment to DEI cannot be a flash-in-the-pan while it has caught the public’s attention. This work must endure to create long-term systemic impact.
To read the full report, click here.
Jacklyn Lewis is a Consultant for Marts & Lundy, Kimberley Bilmer is an Associate Consultant for Marts & Lundy, and Marina Shepaksov is an Associate Consultant for Marts & Lundy.
Since 1926, Marts&Lundy has served thousands of clients, whose annual giving programs range from hundreds of thousands to millions of dollars and whose campaigns range from a few million to several billion. As we work toward a more inclusive and equitable world, we have partnered with the MacArthur Foundation and Lever for Change to build relationships with a more diverse range of mission-driven organizations to ensure they have the resources and tools they need to make the world a better place.
