Randi Hogan, CFRE, Vice President, Metropolitan Group

Julia Howell Barros, Chief Development Officer, CentroNía

Anna Lopez, Executive Director, Corporate Diversity, American Red Cross

Iván Román, Executive Director, National Council of Hispanic Journalists

July 22, 2009

Date

Learning Outcomes

• Describe the changing demographics in the U.S. and how they impact resource development efforts

• Understand how to connect your mission to closely held values of individuals & groups of various cultural backgrounds

• Identify outreach and engagement strategies with diverse communities

Agenda

• Principles of Multicultural Resource Development• Panelist Responses• Commitment to Action

• Get the facts• Examine the work of programs that work with the

cultural group you want to engage• Research racial, ethnic and tribal philanthropy groups to

identify trends, challenges and opportunities• Test your assumptions• Check your ego at the door

Begin with yourself

PRINCIPLE 1. Check Your Assumptions at the Door

• Define your design prospect group as specifically as possible

• Be aware of norms, traditions, and other cultural nuances that are unique to your prospects

• Identify and build upon cultural strengths and assets

Do your homework

PRINCIPLE 2. Understand the Cultural Context(s) of Your Prospects

• Treat leaders, organizations and community members as partners

• Learn about a community’s needs and assets• Stay in touch

Create “community-centered” partnerships

PRINCIPLE 3. Invest Before You Request

• Go to where your prospects are• Work with trusted allies, influencers and

pathways• Don’t become a one-hit wonder, getting

what you need and never coming back• Become an ally

Maintain a long-term perspective

PRINCIPLE 4. Develop Authentic Relationships

• 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

Engage, don’t just involve

PRINCIPLE 5. Build Shared Ownership

• Acknowledge the reality of your organization

• Do what you say you believe others should do

• Deliver on promises

Lead by example

PRINCIPLE 6. Walk Your Talk

• 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• Establish clear translation protocols• Don’t forget to implement

Place communication into cultural context

PRINCIPLE 7. Relate, Don’t Translate

• Recognize that your process and approach to the work may change

• Continue to build infrastructure to support multicultural success

Be prepared to succeed

PRINCIPLE 8. Anticipate Change