Connecting with the African American Community: Cultivating a More Diverse Donor Family

This thesis research looks into the African American donor community and how arts organizations are connecting with that community. The researcher interviewed Development and Community Engagement representatives from five performing arts centers in New Jersey to understand how the organizations included in this research currently connect with the African American community and cultivate donors in that same community. A donor assessment survey completed by respondents, mainly residents of New Jersey, looked to see if people were donating to arts organizations and if they felt these arts organizations were connecting with them through the programming presented. The survey found the majority of respondents have donated money to an arts organization, many donating $1 to $100 in a year. The majority also felt that arts organizations were communicating with them in a way that connected with them and the organizations also presented exhibits, performances, etc. that connected with them. The research offers recommendations to the field on how to connect with a diverse community to grow a more diverse donor population. Community engagement is key in cultivating this relationship. The more the entire organization's staff is involved in connecting with the community, from the board and executive leadership down to the ushers and box office personnel, the more authentic the connection will be. After completing the research, the question arises if race and/or ethnicity should be a consideration for development teams when connecting to donors. This study also found that many arts organizations do not ask their donors their race and/or ethnicity, resulting in a lack of knowledge on this donor demographic. This knowledge is important to have to show accurate donor data and dispel the assumption that most, if not all, donors are white.M.S., Arts Administration -- Drexel University, 201