Fundraisers are not targeting ethnic minority communities effectively

first_img Charities are missing out on fundraising opportunities because they are noteffectively targeting ethnic minority communities, according to a reportcommissioned by the London Development Agency (LDA). The report, entitled “Reaching Multicultural Britain”, also highlights the need for charities to do more to enable them to recruit staff from diverse communities. The report by Milestone Research for the Mayor’s agency for business and jobs surveyed some of the UK’s leading charities to look at how they could improve relationships with ethnic minority communities, especially in areas such as fundraising.It features details of some charities which have been successful in this area. Case studies show how Shelter, Help The Aged and Macmillan Cancer Relief have all developed successful partnerships with various ethnic minority communities. Advertisement Shelter for example has been successful in not only recruiting but also retaining and developing ethnic minority fundraisersin the mainstream voluntary sector. It did this by introducing procedures that include:advertising vacancies widely, including, where appropriate, in black andethnic minority publications.supplying information in different formats, which is indicated on the jobadvertisements.all applicants are asked to complete a monitoring form to ensure that theycan monitor their success and make any necessary improvements in attractinga diverse range of candidates.periodic reviews of their recruitment methods to make sure people areshortlisted, interviewed and appointed fairly, consistently and solely onthe requirements of the job.all members of staff attend an equal opportunities training course.all managers attend recruitment and selection training to ensure that jobapplicants are treated equally and with respect.Shelter’s Senior Management Team recognise the importance of a diverseorganisation and have made this a strategic goal. They have established a Diversity Group to look at issues specifically relating to this area and are currently in the process of recruiting a Diversity Manager.However the LDA report recommends that the voluntary sector as a whole needs to improve links with the UK’s ethnic minority communities, not least because they are estimated to have a total disposable income of over £13 billion. Manny 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 untappedfunding, but also in finding people for key fundraising jobs.”The report recommends that charities: encourage directors and personnel officers to work more closely togetherto look at their monitoring and recruitment processes and put in placeappropriate strategies to promote job vacancies within diverse communities. use the ethnic minority press more to publicise their vacancies withinlocal, regional and national ethnic minority and voluntary sector networks and with ethnic minority business and professional networks.share good practice in the recruitment and training of staff, taking intoaccount ethnic diversity.consider developing fundraising partnerships with individual ethnicminority organisations – through joint campaigns using models such as theHelp the Aged/HelpAge India and Macmillan Cancer Relief/Cancer Black Carepartnership campaigns.encourage community and volunteer fundraisers to form links with localethnic minority community fundraisers and with local community and voluntaryorganisations to promote joint fund-raising events and activities.The report ‘Reaching Multicultural Britain’ can be downloaded from the LDA’s Web site in Microsoft Word format (505 Kb).  27 total views,  1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of Researching massive growth in giving.center_img Fundraisers are not targeting ethnic minority communities effectively Howard Lake | 13 August 2003 | News Tagged with: Giving/Philanthropy Individual giving Prospect research Recruitment / people Research / statisticslast_img

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