touching hearts - engaging the donor next door (african diaspora)
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Presented on December 7th 2011 by Liz Ngonzi, during the Kenya Association of Fundraising Professionals' 18th Easterna Africa Resource Mobilisation Workshop in Mombasa, Kenya. More information: http://lizngonzi.squarespace.com/TRANSCRIPT
Touching Hearts: The Donor Next Door
Presented by Liz NgonziAdjunct Instructor, New York University Heyman Center for
Philanthropy & FundraisingFounder / CEO, Amazing Taste, LLC
Wednesday 7/12/201116.00–17.30
Kenya Association of Fundraising Professionals18th Eastern Africa Resource Mobilisation Workshop
Mombasa, Kenya
@LizNgonzi
Your NGO’s efforts to engage Africans and the Diaspora
@LizNgonziSource: windconcernsontario.wordpress.com
African charity Google image result
@LizNgonziSource: http://www.coloribus.com/adsarchive/prints/childrens-charity-african-3777805/
African Charity Google Image Results
@LizNgonzi
Source: heartacheinafrica.blogspot.com
Source: politico.ieSource: telegraph.co.uk
Source: justjared.buzznet.com
Source: theatlanticwire.com
Source: http://bestofmichaeljackson.jclondon.com/2010/05/
15/photo-big-hearted-michael-jackson-in-africa/
Paradigm shift
@LizNgonzi
Andrew Adansi-Bonnah, 11 year-old Ghanaian boy raising $13 million for
famine victims.
Source: http://www.ladybrillemag.com/2011/08/ladybrille-
magazines-2011-best-african-inspired-blogs-to-read.html
Paradigm shift case study:
@LizNgonzi“Sticks in a bundle are unbreakable.” ~Kenyan Proverb
Enabling factors for engaging donors next door
1. Recognition of the strength and value of the Diaspora
2. Innovations developed on the continent to its people’s benefit
3. Increased connectivity driven by growth of online / mobile channels
4. Rise of African bloggers and story tellers
5. Re-branding of Africa to increase tourism and investments
6. Strengthening relationship between Africa and African-Americans
@LizNgonzi
Source: Annansi Chronicles
African Diaspora
Worldwide
@LizNgonzi
Source: nationmaster.com
Your Potential market: 40 million+
@LizNgonziSource: International Fund for Agricultural Development (IFAD)
30 million emigrants from Africa’s 54 nations send $40 billion / annum to
their families and communities on the continent.
Giving priorities
@LizNgonziSources: http://carnegie.org/publications/carnegie-reporter/single/view/article/item/200/http://www.slideshare.net/GlobalGiving/globalgiving-diaspora-fundraising
Target: African Americans African Immigrants
Geographic Focus:
While many focus on domestic giving, organizations such as Africacare have facilitated their giving to Africa.
Individuals are most interested in giving back to their own country.
Causes Supported:
Humanitarian causes; institutional development (schools and churches); social issues; education; political causes; and arts and cultural enrichment.
First- and second-generation immigrants typically give back via remittances to their families and communities.
Type of Giving: Tend to donate to individuals andorganizations in immediate need rather than making more formal plannedgifts to open-ended funds and charities.
Have limited interest in providing unrestricted funds to cover global efforts or overhead.
Myths about NGOs that you need to overcome
@LizNgonziSource: http://www.webseoanalytics.com/blog/the-top-20-seo-myths-you-should-be-aware-of/
Where to engage the African Diaspora
@LizNgonziSource: http://www.mediabuyerplanner.com/entry/109112/social-media-cause-engagement-linked-for-african-americans-and-hispanics/
Where to engage the African Diaspora
@LizNgonziSource: http://www.thinkwithgoogle.com/insights/library/infographics/five-truths-of-the-digital-african-american-consumer/
Bonus: China has a strategy
for Africa… what’s
yours for China?
@LizNgonziSource: http://www.fastcompany.com/magazine/126/special-report-china-in-africa.html
Liz Ngonzi
[email protected] / [email protected] @LizNgonzi +1 646.397.7782
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