African American Communities

Some of you have a specific interest in connecting with African American communities, and rightly so.

Black is the New Green
Click to reach the website and to purchase the book.

Based on a posting I recently read on the nonprofit blog, Black Gives Back, I purchased an excellent book by Leonard E. Burnett, Jr. and Andrea Hoffman, “Black is the New Green: Marketing to Affluent African Americans” (New York: Palgrave Macmillan, St. Martin’s Press LLC, 2010).

This quote provides a telling perspective on what the authors are addressing:

“The total number of affluent ethnic households in the United States is now estimated at over 1.3 million, the buying power of affluent African Americans (referred to as AAAs in this book) is currently $87.3 billion. This massive buying power of African Americans is expected to reach more than $1.1 trillion by 2012—just three short years for a cumulative growth of 28.4 percent. It would be foolish in the extreme not to tap into this rich buying segment, yet that is exactly what the marketing arms of companies do all too frequently.”


“Sometimes this is because the executives in a particular marketing department are unaware of the potential that exists within this segment; sometimes it’s because they are baffled about how to reach out to this segment; and sometimes it’s because they think they lack the money or resources to make a credible effort at adding a whole new segment. While other times, unfortunately, it’s because they have reached out in the past but their efforts were unappealing to the AAA audience. Black is the New Green will show you how to attract this lucrative market and create brand loyalty and product bonding among affluent African Americans in an affordable and measurable way.”

Real-life examples of successful marketing campaigns are provided; I found this book to be enjoyable and eye opening. I also commend to you the Black Gives Back blog.

AfroDaddy reported back on May 9, 2012,”Too often black people are … mischaracterized as only the recipients of welfare and charity. Black Gives Back is one website that serves to shatter those myths. (BGB) is a website that highlights the enormous amount of giving and charity within the African American community and has quickly become the premier resource for keeping up to date on African American philanthropy, charitable giving, scholarships and fundraising events.” The website is no longer active, but I wanted to share this quote regardless!

An article by Kunbi Tinuoye, “African-Americans Are More Charitable Than Other Races,” from The Grio (January 11, 2012), is inspiring as well.

“Black people are far more inclined to give back to the community compared with their white counterparts, according to new research by the W. K. Kellogg Foundation. The report … shows a growing trend for communities of color to give at increasing rates and levels.”

You might also want to download the W. K. Kellogg report, “Culture of Giving: Energizing and Expanding Philanthropy by and for Communities of Color” (2012), which you can find on the website of The Foundation Center.

Valaida Fullwood and Charles W. Thomas, Jr.
Valaida Fullwood and Charles W. Thomas, Jr.

Valaida Fullwood has authored an attractive, inspiring book that includes exceptional photography by Charles W. Thomas, Jr., “Giving Back: A Tribute to Generations of African American Philanthropists” (Winston-Salem, North Carolina: John F. Blair, Publisher, October, 2011).

“Giving Back lifts up seldom-celebrated traditions of giving among Americans of African descent. Rarely acknowledged as philanthropy, these centuries-old cultural customs and beliefs nevertheless continue to have an impact on lives and communities. Images and narratives of more than 200 people commemorate the legacy of black philanthropists—from generous donors of wealth to ingenious givers carving a way out of no way.”

Valaida has written a thoughtful blog post on the Black Gives Back blog that you might also enjoy, “Reclaiming the Root Meaning of Philanthropy” (November 15, 2012). “Let’s engage in the radical work of reclaiming the root meaning of philanthropy: love of humanity.” Here is a TEDx talk you might also enjoy from 2013, “Personal Identity & Finding Philanthropy.”


  • Here is an excellent article from The Huffington Post by Jackie Coopeland-Carson, “August is Black Philanthropy Month: Celebrating Our Culture of Giving for New Times” (July 9, 2013). “Black people the world over have a long history and strong traditions of giving that have gotten us through good and bad times. We have so many names for our culture of giving – from ‘helping a sistah out’ to ‘tithing,’ ‘giving circles,’ ‘harambees’ or volunteering – that it’s easy to miss that people of African descent are philanthropists and have among the highest levels of giving in the world.”
  • You might enjoy the website, Black Celebrity Giving. “The mission of the Black Celebrity Giving is to disseminate timely and useful information on a myriad of causes, to provide charitable support to organizations through seed funding grants and charity spotlights.”
  • Anise D. Wiley-Little wrote an insightful book, Profitable Diversity. From PR Web, “Profitable Diversity: How Economic Inclusion Can Lead to Success proves that corporate diversity is not only ethical, but a smart business move. Diversity is race and gender, but it is also so much more than that—and should be approached not as simply a quota to be filled, but as a way to maximize success. Profitable Diversity, an easy-read guide for chief diversity officers, practitioners, and business leaders, will change the way the corporate world approaches diversity.”
  • Ricardo Wilkins of Improving Enterprises wrote a guest post in the BIT Tech Digest, “The 3 T’s of Giving Back to the IT Community.” He shares helpful advice about giving back, “As IT professionals, we spend many years developing our crafts, and investing in our careers. Along the way, we have all probably been fortunate enough to get help from many sources, including colleagues and mentors who decided to take the time to share their knowledge and experience with us. As a result, we grow in our profession, and for most of us we inevitably ask the question – what can I do to give back, and make the same investment in others that someone made in me?”
  • Ange-Marie Hancock wrote for the Stanford Innovation Review, “Giving Black” (December 18, 2012). “Philanthropy is a term that alienates many African Americans who, although financially able and willing to give, consider philanthropy something that only the very wealthy can do. Others have perceived African Americans primarily as recipients of white philanthropic dollars. I knew that perception was terribly outdated, and I suspected that other common perceptions were also inaccurate, but where was the data?”
  • Pew Internet Research Project released, “African Americans and Technology Use” (January 6, 2014). “Overall, 73% of African American internet users—and 96% of those ages 18-29—use a social networking site of some kind. African Americans have exhibited relatively high levels of Twitter use since we began tracking the service as a stand-alone platform.”

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