Eight Key Principles for Diversifying Your Donor Base
Principle 5: Build shared ownership.
Engage, don't just involve. 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.
Principle 6: Walk your talk.
Lead by example. Acknowledge the reality of your organization. Do what you say you believe others should do, and deliver on promises.
Principle 7: Relate, don't translate.
Place communication into cultural context. 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. It's not just a matter of moving the copy you already use to another language. Your message might need to be different, as well. Establish clear translation protocols to ensure there aren't mistakes, and don't forget to implement.
Principle 8: Anticipate change.
Be prepared to succeed, Hogan stressed. Recognize that your process and approach to the work could change. Continue to build infrastructure to support multicultural success.