Shifting the donor landscape paradigm: Strategies for increasing engagement and philanthropy among donors of colour

Alyssia Coates and Ladaniel Gatling
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Alyssia Coates: Director of Development for Diversity and Inclusion, Brown University, USA
Ladaniel Gatling: Vice President for Advancement, Guilford College, USA

Journal of Education Advancement & Marketing, 2023, vol. 7, issue 4, 311-321

Abstract: In 2019, Brown University's Advancement Division established a diversity and inclusion major gifts role to fundraise for diversity and inclusion initiatives at Brown. Approximately US$165m was included in the US$3bn ‘BrownTogether’ fundraising campaign to support historically underrepresented groups (HUGS) as part of the university's Pathways to Diversity and Inclusion: An Action Plan for Brown University (now known as the Diversity and Inclusion Action Plan, or DIAP). The inaugural Director for Development for Diversity and Inclusion (DDDI) is charged with increasing donor engagement and participation within HUG populations and overall giving to diversity, equity, and inclusion (DEI) priorities. Brown's Senior Vice President for Advancement charged the whole Division with 1) increasing awareness of DEI fundraising initiatives for all alumni and 2) increasing engagement and philanthropy among alumni of colour. The initial opportunity to achieve the first goal was for Advancement colleagues to engage the full spectrum of Brown alumni in supporting diversity initiatives. Across the country and in higher education, the COVID-19 pandemic, and the murder of George Floyd and issues of racial justice injustice among Black people shed new light on the effects of racism in America and brought greater understanding to groups of people who historically were not aware of the lived experiences of those enduring racism in this country. This helped to motivate more majority constituent donors to give to DEI initiatives. During this time, more Brown constituents became aware of the university's DEI initiatives, and the Advancement Division realised that donors from all backgrounds were interested in supporting them. As a result, Brown Advancement collectively raised over US$30m for DEI priorities in one fiscal year. Through this paper, readers will learn what steps Brown University took to work collaboratively, nurture engagement and philanthropy among donors of colour and promote DEI initiatives to the wider donor community during the dual national crises.

Keywords: diversity plans; equity and inclusion; diverse alumni; historically underrepresented groups; alumni engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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