Fundraising, race, and discourse: The challenges and opportunities' of social construction

Fundraisers have turned their attention to minority communities as potential resources despite the fact that minority communities are both underserved by and underrepresented in nonprofit organizations. This paper argues that the current approach to minority fundraising, which uses broad racial categories, is limiting. Minority fundraising practice and research face three distinct challenges (racial categorization, socially constructed markets, and privilege) that can be addressed through a focus on language, specifically discourse analysis.