multicultural resource development - principles and practices
DESCRIPTION
Effectively engaging diverse audiences is key to increasing and sustaining new donors, building effective boards and attracting new volunteers and advocates. This session presents eight principles for effective multicultural resource development.TRANSCRIPT
Randi Hogan, CFRE, Vice President, Metropolitan Group
Julia Howell Barros, Chief Development Officer, CentroNía
Anna Lopez, Executive Director, Corporate Diversity, American Red Cross
Iván Román, Executive Director, National Council of Hispanic Journalists
July 22, 2009
Date
Learning Outcomes
• Describe the changing demographics in the U.S. and how they impact resource development efforts
• Understand how to connect your mission to closely held values of individuals & groups of various cultural backgrounds
• Identify outreach and engagement strategies with diverse communities
Agenda
• Principles of Multicultural Resource Development• Panelist Responses• Commitment to Action
• Get the facts• Examine the work of programs that work with the
cultural group you want to engage• Research racial, ethnic and tribal philanthropy groups to
identify trends, challenges and opportunities• Test your assumptions• Check your ego at the door
Begin with yourself
PRINCIPLE 1. Check Your Assumptions at the Door
• Define your design prospect group as specifically as possible
• Be aware of norms, traditions, and other cultural nuances that are unique to your prospects
• Identify and build upon cultural strengths and assets
Do your homework
PRINCIPLE 2. Understand the Cultural Context(s) of Your Prospects
• Treat leaders, organizations and community members as partners
• Learn about a community’s needs and assets• Stay in touch
Create “community-centered” partnerships
PRINCIPLE 3. Invest Before You Request
• Go to where your prospects are• Work with trusted allies, influencers and
pathways• Don’t become a one-hit wonder, getting
what you need and never coming back• Become an ally
Maintain a long-term perspective
PRINCIPLE 4. Develop Authentic Relationships
• Make sure there are seats at the table• Establish input and decision-making structures and
shared authority• Ensure that different perspectives and ideas are heard
and incorporated
Engage, don’t just involve
PRINCIPLE 5. Build Shared Ownership
• Acknowledge the reality of your organization
• Do what you say you believe others should do
• Deliver on promises
Lead by example
PRINCIPLE 6. Walk Your Talk
• Determine if existing fundraising messages and materials work for the prospect group and whether they are based on cultural context
• Relate the existing concept to the needs of your priority audience
• Develop new creative• Establish clear translation protocols• Don’t forget to implement
Place communication into cultural context
PRINCIPLE 7. Relate, Don’t Translate
• Recognize that your process and approach to the work may change
• Continue to build infrastructure to support multicultural success
Be prepared to succeed
PRINCIPLE 8. Anticipate Change