NEED TO TARGET ETHNIC MINORITIES
(Thursday 14 August 2003)
are missing out on fundraising opportunities because they are not
effectively targeting ethnic minority communities, according to
a report entitled "Reaching Multi-cultural Britain" commissioned
by the London Development Agency (LDA).
The report, by Milestone Research, surveyed some of the UK's leading
charities to look at how they could improve relationships with ethnic
includes details of successful partnerships between Shelter, Help
The Aged and Macmillan Cancer Relief and various ethnic minority
communities. But it recommends that the voluntary sector as a whole
needs to improve links with the UK's ethnic minority communities
who are estimated to have a total disposable income of over £13
billion. Gaining access to this sector would help charities target
a new audience and develop fundraising and other campaigns with
ethnic minority voluntary and community sectors.
Lewis, Deputy Chief Executive of the LDA, said: "This research
is a useful contribution to the debate on how charities can improve
their links with ethnic minority communities, particularly in London.
The case studies in this report show how charities can benefit from
accessing untapped funding, but also in finding people for key fundraising
make these links stronger, managers of charities need to look at
ways in which they can help staff to make more of an increasingly
diverse population, particularly in London. Both senior and junior
staff in many charities could benefit from enhancing their knowledge
and understanding of ethnic communities."
report recommends that charities:
Encourage directors and personnel officers to work more closely
together to look at their monitoring and recruitment processes
and put in place appropriate strategies to promote job vacancies
within diverse communities.
Use the ethnic minority press more to publicise their vacancies
within local, regional and national ethnic minority and voluntary
sector networks and with ethnic minority business and professional
Share good practice in the recruitment and training of staff,
taking into account ethnic diversity.
Consider developing fund-raising partnerships with individual
ethnic minority organisations - through joint campaigns using
models such as the Help the Aged/HelpAge India and Macmillan Cancer
Relief/Cancer Black Care partnership campaigns. See case studies
Encourage community and volunteer fundraisers to form links with
local ethnic minority community fundraisers and with local community
and voluntary organisations to promote joint fund-raising events
the Aged has successfully been raising funds from affluent
British Indians for about 3 years. The appeal initially focussed
on work overseas with British Indians supporting HelpAge India.
The charity's fundraising team supported a number of individuals
within the British Indian community resulting in Help the
Aged gaining support and respect from this community.
"Reaching the Unreached Appeal" has been a great
success and led to the charity being designated "Charity
of the Year" by the Asian Business Awards 2003. This
has led Help the Aged to start broaden its fundraising initiatives
to the British Indian community in support of UK projects.
addition it has recently appointed an International Development
Manager to bring impetus to its work with British Asians and
its international development in India.
Cancer Relief - providing high quality information to the
local community Macmillan has worked with Cancer Black Care
since 1998. At that time the charity began discussions about
placing a Macmillan Cancer Information Officer at Cancer Black
Care's office in Hackney, London. The purpose of the service
was to provide high quality cancer information to the local
community, 50% of whom were from ethnic minority communities,
and to raise awareness of the importance of providing culturally
sensitive health and social care with providers and commissioners.
has worked with Cancer Black Care to help strengthen and develop
the organisation including:
Funding of a management consultant to help them develop
a business plan.
towards the post of Development Officer. This senior post
is intended to raise Cancer Black Care's profile and over
time develop a fundraising strategy.
with Chief Executive and Trustee Board Development.
here for a copy of the 'Reaching
Multicultural Britain' report (564KB ).