Bringing African Americans into Institutional Giving Thursday, February 19, 2009 2:00 PM – 3:30 PM Eastern 1:00 PM – 2:30 PM Central 12:00 PM – 1:30 PM Mountain 11:00 AM – 12:30 PM Pacific

Presented By:

Marybeth Gasman Ph.D. Associate Professor, Higher Education University of Pennsylvania

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Marybeth Gasman Associate Professor of Higher Education Graduate School of Education University of Pennsylvania Dr. Gasman is an historian of higher education. Her work explores issues pertaining to philanthropy and historically black colleges, black leadership, and African-American giving. Dr. Gasman’s most recent book is Understanding Minority Serving Institutions (SUNY Press, 2008). She is also the author of Envisioning Black Colleges: A History of the United Negro College Fund (Johns Hopkins University Press, 2007) and Supporting Alma Mater: Successful Strategies for Securing Funds from Black College Alumni (CASE Books, 2003). Dr. Gasman has published over 75 articles and book chapters. Her research on Black colleges has been cited in The Washington Post, the Wall Street Journal, the Chronicle of Higher Education, Diverse Issues in Higher Education, National Public Radio, U.S. News and World Report, and CNN. In 2006, Dr. Gasman received the Association for the Study of Higher Education's Early Career Award. She is also the recipient of the University of Pennsylvania’s Excellence in Teaching Award. Dr. Gasman also held the position of chief fundraiser at an African American community center in Texas.

Bringing African Americans into Institutional Giving Marybeth Gasman, Ph.D. Associate Professor, Higher Education University of Pennsylvania Online Speaker Series February 19, 2009

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Does Your Institution Use Targeted Marketing to Attract African American Donors? • Yes • No • Sometimes

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African American Philanthropy

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African American Philanthropy • • • • • •

Racial uplift Obligation Religious influence Peer/Family influence Visible results Uncomfortable with organized philanthropy

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Racial Uplift “I was encouraged to give and attend Tuskegee by my uncle. He wanted me to get more than an academic education. He wanted me to have a life-changing experience with cultural enrichment. Tuskegee provided me with the necessary tools to deliver success and to reach back and help other African Americans in their daily trials; it’s my obligation to give.” COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION

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Obligation “Spelman College continually reminds us that we are part of something special and dynamic and that we are all endeared to the college and, therefore, we have an obligation.”

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Religion “I feel that the way God gives to us very freely is a wonderful example. That’s the way people should give to one another.” -University of Georgia alumnus

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Family and Friends “I give and participate in things that friends and family participate in, and that the need is apparent and close. I give to things that touch my family and my past history, knowing what my mother went through and what it is like to know so little and have so little.” -- University of Pennsylvania alumnus COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION

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Family “Yes, giving was emphasized in my family by my parents…. My father always told us to remember the bridge that has brought us over. It is our duty to help pull those who are waiting across.” - University of Maryland alumnus

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Seeing Results “Giving is important but it’s about having evidence. What are the results of my gift? I can see the results of my giving to PBS or the church. For me PBS is important because my children watch it everyday. Church is a must because I go several times a week, if not every Sunday.” --Clark-Atlanta University Alumnus COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION

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Institutional and Organized Philanthropy “Culturally, I give to the United Way and organizations like that only when forced. Culturally, this feels way too distant and organized and unfeeling and unemotional to me.” --University of North Carolina Alumnus COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION

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Questions Press *1 to ask a question by phone. OR Click Q&A on the menu bar. This will open the Q&A panel. Type your question in the upper section and then click "Ask". You'll receive confirmation that your question was received

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Best Approaches to Fundraising among African Americans • Appeals tied to “racial uplift”

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Example: Howard University Meet Our Donors

https://www.howard.edu/advancement/campaign/donors/index.html COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION

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Best Approaches to Fundraising among African Americans • Appeals tied to “racial uplift” • Personal Approaches – Example: http://www.alumni.upenn.edu/diversityalliance

• Connections to Clergy • Trust • Collaborative Fundraising

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Mistakes • Language and Visual Images – Example (good): www.greatexpectations.umd.edu/pdfs/UM.pdf

– Example (poor): www.giveto.psu.edu/Recognition/MountNittanySociety/Scrapbooks/index.html

• Lack of Education for African American Alumni – Example (good): www.giving.unc.edu/alumcommonrandediversity/africanamerican.htm

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Mistakes • Lack of Timely Outreach – Example (good): www.uncf.org/forstudents/npacfacts.asp

– Example (good): www.alumni.upenn.edu/penntraditions

• Lack of Knowledge on the Part of Staff • The Campus Overall

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Questions Press *1 to ask a question by phone. OR Click Q&A on the menu bar. This will open the Q&A panel. Type your question in the upper section and then click "Ask". You'll receive confirmation that your question was received

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© 2009 Marybeth Gasman All Rights Reserved

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Readings Related to African American Philanthropy and Fundraising within Black Communities Compiled by Marybeth Gasman, Ph.D. Boston Women’s Fund, Haymarket People’s Fund, and Women’s Theological Center. Expanding the Circle: An African American and Asian Women’s Perspective on Giving, 2008. Byrd, A. (Ed.) Philanthropy and the Black Church. Washington, D.C.: Council on Foundations, 1990. Carnegie Corporation. “From the Congregation to the Corporation: African American Philanthropy on the Rise,” Carnegie Reporter 4(4), Spring 2008. Carson, E.D. A Hand Up: Black Philanthropy and Self-Help in America. Lantham: University Press of America, 1993. Carson, E.D. A Charitable Appeals Fact Book: How Black and White Americans Respond to Different Types of Fund-Raising Efforts. Washington, D.C.: Joint Center for Political Studies, 1993. Council for the Advancement and Support of Education, “Creating a New Comfort Zone,” CASE Currents, January 5, 2004. Council for the Advancement and Support of Education, “Untangling Diversity,” CASE Currents, October 17, 2008. Council on Foundations. Cultures of Caring: Philanthropy in Diverse American Communities. Washington, D.C.: Council on Foundations, 1999. Drezner, N. “Inclusiveness: Solutions and Considerations for Meaningful and Sincere Outreach,” Advancing Philanthropy, January/February 2008.

Gasman, M. “An Untapped Resource: Bringing African Americans into the College and University Giving Process.” The CASE International Journal of Educational Advancement, 2002, 2(3), 13-20. Gasman, M. and Anderson-Thompkins, S. Fund Raising from Black College Alumni: Successful Strategies for Supporting Alma Mater. Washington, D.C.: CASE Books, 2003. Gasman, M. and Sedgwick, K. (Eds.). Uplifting a People: African American Philanthropy and Education. New York: Peter Lang, 2005. Havens, J.F. and Schervish, P.G. “Wealth Transfer Estimates for African American Households” New Directions for Philanthropic Fundraising, 2005, 48, 47-55. Meizhu, L., Leondar-Wright, B., and Robles, B. Color of Wealth: The Story behind the U.S. Racial Wealth Divide. New York: The New School, 2006. Twenty-First Century Foundation, Time, Talent, and Treasure: A Study of Black Philanthropy. Washington, D.C.: author, 2004.

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