Tracey Webb, founder of BlackGivesBack.com, is our latest guest in the Be Our Guest series. Tracey has been working in the fields of Tracey is founder of the Black Benefactors, a philanthropic membership network, also known as a giving circle, that provides grants to nonprofit organizations serving the African American community in the Washington, DC region. As I mentioned above, she is also the founder and editor of BlackGivesBack.com, the premier online destination for African American philanthropy.
Thank you to Tracey for sharing her knowledge and opinions!
What is the biggest challenge your fundraising efforts (or those you consult) currently face?
My biggest current challenge with the Black Benefactors is soliciting donations. I know that the economy is a factor, and there are many other nonprofit organizations that are seeking donations as well. Washington, DC is home to more nonprofit organizations than most major cities.
What are you doing to overcome these challenges?
For people who wish to become a member of the Black Benefactors, we offer an installment plan as an option. The annual donation amount is $250 for individuals/couples and $2,500 for corporate membership. Members can donate their contribution over the course of 6-8 months. We’ll begin to use an e-newsletter highlighting our grantees and our progress that will be sent not just to our members, but to our supporters as well that will begin this fall. This way, people who are thinking about becoming a member or donating will be up to date on our efforts. We’ll host recruitment events so potential members can learn more about what we do and meet current members; and revamp the website. Currently I’m also exploring partnerships with area foundations as another way to address challenges of fundraising.
What is the most successful change/program implementation you have made in your current role (or as a consultant to others)?
Using social media as a marketing tool! Facebook and Twitter have been very helpful in getting the word out about us, our events, and events in the community that we support. We’ve reached many supporters using social media that I don’t think we would have been able to connect with, such as potential grantees and members, community representatives and future donors.
Where do you see social-media’s best application for fundraising?
Facebook causes, other online donation tools that make it easier for people to donate, and spread the word encouraging their friends to donate as well.
What book / blog / twitter feed would you suggest fundraisers pay attention to in order to further develop their skills?
As the Black Benefactors’ mission is to provide grants for organizations serving the African American community, one target population for donations is, of course, African Americans who live and work in the DC region. A subset of this population is the affluent African American consumer, which has an estimated buying power of over 80 billion. Many companies, marketers and even nonprofit organizations have overlooked this segment as a consumer and donor. In the new book, Black Is the New Green, it provides tips for reaching this segment they term as ‘the Royaltons,’ such as what they like, what makes them brand loyal, their philanthropic activities, and most importantly, how to reach them. The book has provided me with valuable tips for building our individual donor base among this segment.
What question would you find most useful for the readers to answer?
I'd like to know what makes a person donate to a cause?
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