In a city whose population is 65.8% African American (U.S. Census Bureau, 2018), these donor-advised funds—the largest amount awarded annually by any institution in the city—are unlikely to serve the interests of the majority of the population of Memphis. African American (U.S. Census Bureau, 2018), these donor-advised funds—the largest amount given annually by any institution in the city—are unlikely to serve the interests of the majority of Memphis residents.
Existing Donors
The voices of current and prospective donors of color to the Community Foundation of Greater Memphis are central to the study's design and methodology. Community Foundation Perceptions: Donors were asked to provide information about their current perceptions of the Community Foundation of Greater Memphis.
Prospective Black Donors
Five of the 13 Black respondents included their contact information for the follow-up interview, and three completed the one-on-one interview with the principal investigator. Each survey asked respondents to participate in an additional one-on-one interview with the researcher.
One-On-One Interviews
There were several limitations that could act as threats to the internal and external validity of the study. The difference in race between the principal investigator and the interviewees for the one-on-one interviews may have particularly limited the openness of participants. In addition, the COVID-19 pandemic created barriers to communication, which may have limited the number of responses, especially with the one-on-one interviews.
Finally, the interviews were virtually conducted via Zoom due to the pandemic, which may have limited participation by donors with less knowledge or access to the sophisticated Zoom technology.
Racial identity is extremely salient to Black donors in Memphis as it relates to their charitable contributions
Research Question 2: How do existing and prospective Black donors view the Community Foundation of Greater Memphis in the context of identity congruence. In a prospective donor survey, participants were asked to rate the statement: “My identity is represented in the community. In a survey of prospective black donors, participants were asked to answer the following statement: “Community.
Based on the data provided in the one-on-one interviews and the literature review, institutional trust will remain low in the Black community towards the Community Foundation of Greater Memphis until a new strategy is defined specifically for recruiting new Black donors. In the interviews, many participants acknowledged that information about the Community Foundation and donor-advised funds in the community was limited, and lack of awareness was a barrier to engaging new Black donors. Establishing pathways to identity congruence is only half the battle in ensuring that new communities see themselves in the work of the Community Foundation of Greater Memphis.
43 This information contrasts with the qualitative data collected during the interview process, as a majority of current and prospective Black donors expected a robust donor education program as part of their investment in donor-advised funds at the foundation. I could just give directly and avoid all the hassle.” Interview participants often sourced donor-advised funds in conjunction with the government grants provided by the Community Foundation of Greater Memphis. This concern relates to the lack of clarity on the part of the potential donor when setting up a donor-advised fund.
Use external communications to lift up Black donor priorities
53 Identifying key leadership in the organization's diversification work can be an effective first step in systematizing recruitment efforts. In developing a functionally inclusive organization, the question leadership may ask is, "What are our sacred cows and should they remain sacred (Daley, 2002)?" Leadership can explore what sanctions for differing opinions exist in the organization's culture and work to remove barriers that may prevent the expression of alternative views in decision making (Daley & Angula, 1994). Without the contextual framework, black donors may suspect that the communicator is not speaking directly to them.
Most of these issues match themes in the literature, but they are rarely reflected in Community Foundation communications, one interviewee said. The Community Foundation needs a perspective on racial justice, issues of racial equity, things that affect people of color. Black donors need to see themselves reflected in communications, especially when institutional trust is low from non-donors or potential donors (Gasman, 2002; Aaker & Akatsu, 2009).
I think there's a way to nurture black donors that is very different from other donor groups, so we can just engage in being transparent, paying attention to wording and messaging."
Diversify board, staff, and vendors
Diversity was mentioned by a majority of potential donors as a significant barrier to becoming a donor to the foundation. Of the sixteen employees listed on the foundation's website, six were black, representing 37.5% of the staff. When reviewing the staff positions, none of the six black employees are in leadership roles, nor would they have significant influence in the strategic direction of the organization.
Racial diversity may be greater than some of their rivals, but the foundation has yet to achieve true demographic representation in a city that is nearly 69% black. As part of the cohort, the Community Foundation of Greater Memphis created an action plan to diversify its staff and rethink its policies to be more inclusive. The pandemic has slowed the foundation's ability to implement a work plan, although management has said it remains committed.
Community Foundation must continue its efforts to diversify its board, staff and vendors to better reflect the community, recognizing that this effort will be arduous and will temporarily slow down work and decision-making.
Create identity-based giving circles
The Community Foundation of Greater Memphis may create new ad hoc structures and positions that may. By allowing opportunities for a circle of giving, the Community Foundation of Greater Memphis will help promote identity congruence among prospective Black donors while building institutional trust that can be strengthened later when you and your donors approach a donor-advised fund. One caveat for the foundation is that contributions made to the identity-based donor circle must be invested in a company that also promotes identity congruence with black donors.
To provide feedback on starting an identity-based giving circle, one interviewee had already drawn up a plan. So… you have your board of directors, but I think you start with an advisory board with the specific purpose of engaging African Americans. So, definitely, starting with someone from the clergy, or someone from the church; which is large in the African-American community; lawyers and doctors, people who are influential people who have been engaged, so maybe there is.
Right now, there are black people who will be willing to work with the foundation on this."
Create a strategic plan for outreach to the Black community
Based on the feedback from the interviewees, the Community Foundation of Greater Memphis must not only reach out, but foster a sense of community and togetherness before prospects become donors. To be clear, the practices mentioned below go beyond formal policies and focus instead on the behavior of the organization. A functionally inclusive advisory board, spirit circle or board allows each member to have personal influence in the co-.
Minority members function both as co-creators and as legitimators of the organization's decisions vis-à-vis external voters. Socialization and acculturation processes are more effective when a person identifies as a member of the organization's culture (Daley & . Angulo, 1994). Outside of the groups listed above, the Community Foundation of Greater Memphis may recruit individuals through events centered around the black community.
You know, I've been to Community Foundation events before, and I might be the only person of color in the room.
Create a more robust donor education program
The 61 participant stated: “I would like the Community Foundation to rethink some of their events: where they take place, how they take place. I mean, I think things like this create barriers to engaging the black community. So what does it look like for us to host events that are really focused on engaging with the Black community?” Some ideas mentioned by interviewees included working with event planner Cynthia Daniels, offering a pop-up “give-a-thon” for a cause, and hosting an event during the Southern Heritage Classic.
Prospective donors also expect foundation staff to provide resources on these topics during the admissions process as they set up a donor-advised foundation. Many of the potential donors were interested in finding new organizations as opposed to just one.
Reframe the foundation’s value proposition to speak to diverse audiences
Further democratize the granting process
- Racial Identity
- My racial identity informs my decisions on the type of organizations I give my charitable gifts
- When faced with a new opportunity, my response is informed by my racial identity
- I am more likely to give to and organization that acknowledges and affirms my racial identity
- Community Foundation of Greater Memphis uplifts my race
- I can name the benefits of creating a donor advised fund at the Community Foundation of Greater Memphis
- Community Foundation of Greater Memphis understands my giving priorities
- The Community Foundation of Greater Memphis reflects my identity
- When I think of Community Foundation of Greater Memphis, I feel a sense of belonging
- Community Foundation of Greater Memphis acknowledges and affirms me
- Setting up a donor advised fund at Community Foundation is better than giving directly to nonprofit organizations
- How does your Black identity impact where you decide to contribute your charitable donations?
- Can you describe what a positive donor experience would look like if you contributed to Community Foundation of Greater Memphis?
- What would de-motivate you from or cause a barrier to creating a donor-advised fund at
- Do you have any additional feedback for the foundation as it works to diversify its donor base?
Many interviewees praised the Community Foundation of Greater Memphis for ensuring that the majority of organizations funded by the Mid-South COVID-19 Regional Response Fund are led by people of color. This quality improvement study focused on diversifying the Community Foundation of Greater Memphis' donor base to ensure that the funding priorities of black Memphis residents are better represented. The Community Foundation encourages greater participation of black donors in community giving through donor-advised funds.
The findings and subsequent recommendations from this study will support the board and staff leadership of the Community Foundation of Greater Memphis. strategic plan for further engagement of a more diverse donor base in the Memphis area. A stronger understanding of the historical and cultural context combined with candid feedback from the participants in this study could serve the Greater Community Foundation. What is your donor advised fund balance at the Community Foundation of Greater Memphis?
Donors to the Community Foundation of Greater Memphis (Part C) Target Audience: Community Foundation Donor Prospect List. We are interested in hearing about your experiences as a black donor in general as well as your specific experiences with the Community Foundation of Greater Memphis. Can you describe what a positive donor experience would look like if you contributed to the Community Foundation of Greater Memphis.
