We have been agitating for U.S. fundraisers, in particular, to widen their demographic horizons in planning their fundraising strategies … specifically with respect to engaging the ethnic and racial segments that are driving our population growth. [See here and here.]

But I must confess to being asleep at the switch myself. Only when contacted by  Tony Elischer at THINK Consulting Solutions (UK) did I belatedly realize the significance of July for Muslim giving and the opportunity that presented.

Here, as originally published on The Guardian blog, is good advice from Tony about fundraising in our increasingly multicultural societies. Note his example from the American Cancer Society.

Ramadan philanthropy shows new sources of funding for charities

“For Muslims, July (Ramadan) is the key month of charitable giving; the Muslim Charities Forum estimates that £100m will have been raised for a variety of Muslim causes during this period.

We live in a richly multi-cultural society and that is changing the pattern of charitable giving and philanthropy. Historically in the UK, Christian tithing – whereby people share a percentage of their wealth – has been seen as the root of modern philanthropy.

But other cultural communities have similar traditions and smart fundraisers are revisiting their ideas of community; they are realising that communities now offer a rich tapestry of opportunities that can provide a steady stream of segments and groups to reach.

Since the 1960s, minority communities have been getting stronger and stronger in the UK. The Chinese, Indian, Pakistani, Caribbean and many others that have made the UK their home. When strands of such communities hold on to their culture and heritage and maintain strong contacts with their countries of origin in the philanthropic world, we call it diaspora: “scattered populations with a common origin”. In America, charities target these groups directly, under the label “heritage groups”.

As fundraising becomes ever more competitive, investing time in heritage groups could be fruitful, not only to grow income but also foster relationships and recruit new volunteers. Heritage groups are an integral part of so many of our communities and often philanthropy is an integral part of their activities and outlook. These groups can offer support at so many levels – naturally to their own communities and to their country of origin, but also more generally to charities raising resources in the UK both for domestic and international causes.

The key is recognising different communites and investing time in identifying how a cause or need has a relevance and connection. Philanthropy today is not just about getting a donation, it’s about an exchange of values. Reaching out to heritage groups puts this factor at the centre of any approach.

Approaches need to be tailored and often supported by key people within a specific community, who should be identified and consulted as a first step. Fundraisers might want a simple technique as the key to success here, but there is no such thing – it is back to inspiration, connection, networks, relevance and deep research.

In the US, there are many examples of successful heritage fundraising programmes, like the one run by the American Cancer Society (ACS) around their Relay for Life event. All over America, there are dedicated Hispanic groups organising events or teams in their own communities, in their language, but contributing to the overall research of ACS.

This also links to research around cancers that specifically affect Hispanic people, not only helping the 53 million that live in the US, but those living all over the world.

In a truly flat, connected world, community is more important than ever. Now it comes in many forms and is both physical and virtual, close and remote and regular/occasional. People will always need to connect and reach out.”

Amen, Tony.

Tom