DMA: Data and Marketing Association
Consumer Help

The Changing Landscape of Philanthropy: Examining Diversity in Giving


El próximo cosa gigante está aquí! Can you understand this? Many of your donors can. Did YOU know that Hispanic donors are the fastest growing segment of highly engaged audiences, with equal lifetime value and half the cost-per-acquisition of English speaking donors? The next big thing is truly here. Does your fundraising represent the culture and diversity of our changing American demographics? At this session you will see how other nonprofits have made the case to invest in the Hispanic marketing and hear about the findings from Blackbaud’s first-ever Diversity in Giving study.



Adrian White Slagle

VP, Mass Marketing & Fundraising
Operation Smile

After a few years spent dockside managing marketing and member relations programs at a marina and yacht club in Virginia Beach, Adrian traded her casual wardrobe and waterfront view for a more purpose-driven lifestyle and career. Adrian joined Operation Smile in 2007 and since then her goal has been to inspire people around the world to make a difference in the lives of others through the joy of giving. In her current role as Vice President of Strategic Marketing & Supporter Experience she has played a critical role in helping to create a diverse and integrated marketing and fundraising program for which the organization has won several awards from organizations such as the Direct Marketing Association, the Integrated Marketing Advisory Board and others. Adrian has spent the last 9 years directing multi-channel acquisition and retention programs, working on the production of various successful DRTV shows and spots, developing multicultural marketing programs, guiding resource investment strategy related to international market expansion, overseeing fundraising operations, and creating unique branded content experiences for various audiences. Adrian holds a degree in Public Administration from James Madison University’s School of Public and International Policy and has completed graduate course work at Old Dominion University.


Kevin White

SVP, Media
Russ Reid

Kevin oversees Media Planning and Buying functions for Russ Reid’s Pasadena, Washington DC, and Toronto offices, including strategy and placement across: Long-form and Short-form Direct Response Television, Brand TV, Digital, Direct Mail, Print, Radio, Outdoor, and In- and Out-bound Teleservices. He collaborates with clients to develop relevant and effective strategies and tactics for charitable fundraising, balancing short-term expense and long-term revenue. This includes “brand-raising” campaigns which increase awareness with the goal of ultimately raising more funds. Russ Reid is a full-service agency working exclusively with non-profit clients such as Operation Smile, Mercy Ships, The American Red Cross, Food For The Poor, World Vision, and 100+ Rescue Missions and Food Banks. Kevin recently “retired” from the Los Angeles Master Chorale, with which he performed for 10 seasons at the Walt Disney Concert Hall and Hollywood Bowl.

What You'll Learn

  • checkmark Learn key differences between growing diverse audiences in the US, including African American, Asian, and Hispanic donors
  • checkmark Understand which channels can target each group most effectively, along with regional or language differences to be aware of
  • checkmark See some examples of how an Hispanic program was launched and grown, along with how to get started
  • checkmark Learn about the impact of English, Spanish, or Bi-lingual creative

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