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W.K. Kellogg Foundation issues new study showing demographic changes in giving

Identity-based funding is on the rise and following larger demographic shifts

Reporters May Contact:
Kathy Reincke
269.969.2148
KAR@wkkf.org

Battle Creek, MI – Today, W.K. Kellogg Foundation (WKKF) released a new report, “Cultures of Giving: Energizing and Expanding Philanthropy by and for Communities of Color” with support from Rockefeller Philanthropy Advisors.  This new report shows how the face of philanthropy is rapidly changing to become as ethnically, culturally and socioeconomically diverse as our country’s population, with some of the most significant growth stemming from identity-based philanthropy—a growing movement to spark philanthropic giving from a community on behalf of a community, where “community” is defined by race, ethnicity, gender or sexual orientation.

Historically, communities of color receive a small percentage of mainstream philanthropic dollars despite an often disproportionate need.  Yet recent trends show that communities of color are giving at increasing rates and levels.  For instance, 63 percent of Latino households now make charitable donations, and African Americans give away 25 percent more of their income per year than whites.

"Say the word ‘philanthropist,’ and most people envision wealthy, Caucasian do-gooders writing large checks in the millions. In recent years, the definition of philanthropy has begun to broaden to include a larger swath of human generosity, with any-size contributions not just from the wealthy but from people of every income bracket, including nurses, plumbers, hairdressers and civil servants, and growing giving among the African American, Latino, Native American, Arab American and Asian American communities." said WKKF CEO and President, Sterling Speirn. “We believe that understanding and supporting this emerging area of philanthropy is essential for any foundation, funder or donor who wants to drive social change.”

The report is part of The W.K. Kellogg Foundation’s Cultures of Giving program, which began in 2005 to recognize, celebrate and promote philanthropy and giving that has been taking place across communities of color. This report of key learnings and successful models from the program aims to inspire foundations, funders and donors to seek out ways to collaborate with the new faces of philanthropy and shift their practices to reflect what communities of color are teaching us about the future of giving and its potential impact on our country’s most vulnerable children and families.

Download the Cultures of Giving report.  For hard copies of this publication (reference number 834), please contact the W.K. Kellogg Foundation at (269) 961-1161 or communications@wkkf.org.

About the W.K. Kellogg Foundation

The W.K. Kellogg Foundation, founded in 1930 by breakfast cereal pioneer Will Keith Kellogg, is among the largest philanthropic foundations in the United States. Based in Battle Creek, Mich., WKKF engages with communities in priority places (Michigan, Mississippi, New Mexico and New Orleans), nationally and internationally to create conditions that propel vulnerable children to realize their full potential in school, work and life. To learn more, visit www.wkkf.org or follow WKKF on twitter at @wk_kellogg_fdn.

About Rockefeller Philanthropy Advisors

Rockefeller Philanthropy Advisors (RPA) is a nonprofit organization that currently advises on and manages nearly $200 million in annual giving by individuals, families, corporations, and major foundations. Headquartered in New York City with offices in Los Angeles, San Francisco and Chicago, it traces its antecedents to John D. Rockefeller, Sr., who in 1891 began to professionally manage his philanthropy “as if it were a business.” With thoughtful and effective philanthropy as its only mission, Rockefeller Philanthropy Advisors has grown into one of the world’s largest philanthropic service organizations and as a whole has facilitated more than $3 billion in grantmaking to nearly 70 countries. RPA’s diverse staff of nearly 40 is led by experienced grantmakers with significant depth of knowledge across multiple issue areas.