Greater Focus Needed on Donor Diversity

credit: Scribd

In an article that is part of a series of articles on the theme "Fundraising for the Future" contributed by Arts Fundraising and Philanthropy, Michelle Wright, Founder and CEO of fundraising and development enterprise Cause4, hopes to raise awareness of the full breadth and diversity of the arts and culture sector.

Wright calls for charitable organisations to work harder to understand and engage their workforce and audiences. The fundraising strategies also need to reflect differences in age, ethnicity, race, religion, gender, sexual orientation, geography and source of wealth.

Wright shares insights on fundraising from the Muslim communities. She learns Na'eem Raza, an expert in fundraising from the Muslim community. Raza notes that it is essential that Muslim donors know where their money has gone – accountability is vital.

Wright also picks up on needing to create fundraising plans that are targeted to specific groups that organisations may wish to approach. Then, consider how to diversify the workforce to reach new donors and communicate with them effectively.

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