Case Study

Understanding & Engaging HNW People of Color Donors

Since the fall of 2015, the Vaid Group LLC has worked with the Advancement Project, and since 2016, with Faces of Giving, to conduct a multi-year research project focused on Understanding and Engaging High Net Worth People of Color into a new national donor network.

Two realities motivate this project. First, while HNW POC donors exist in significant number, little information or support for them exists. Our landscape analysis and forthcoming report on interviews is the first research of its kind to gather information about HNW People of Color donors, how they organize their philanthropy, their priorities and concerns, their interest in being connected to each other, and their interest in being part of philanthropic or political networks.

Second, philanthropic investments in gender, racial and economic justice projects are inadequate to meet the needs and challenges facing our country. Existing donor networks of HNW individuals have not yet engaged the talents and energies of people of color donors. We believe that is one reason they have not fully prioritized addressing racial and gender disparities, expanding opportunity, nor approached their work from an intersectional lens.

Advancement Project


Advancement Project & Faces of Giving


To produce research and a strategy through which to understand and engage high net worth people of color into a new donor network.


This Project tests two hypotheses: first, that increased progressive HNW POC donor engagement could bring new resources to racial, economic and social justice projects; and second, that engaging increased numbers of POC HNW donors could help broaden the agenda and focus of existing progressive donor networks to encompass racism and racial disparities.

The Project to research and organize a network of High Net Worth People of Color Donors proceeds in three inter-connected phases: Phase I: Landscape Analysis and HNW POC Donor Identification; Phase II: Interviews with Individuals; Phase III: Convening.

Outputs include: 1) a written landscape analysis of what is know about POC philanthropy and HNW POC donors - available on this site at; 2) a report on 100 donor interviews - forthcoming in Late Fall of 2018; and 3) a new Donor network to be launched in 2019.


Outcomes from this project include: 1) New knowledge and understanding of the identities, interests and philanthropic and political concerns of HNW POC donors; 2) New awareness and effectiveness among nonprofits, donor networks and philanthropic projects on how best to engage and connect with donors of color; and 3) the development of new network(s) among HNW POC donors.

Work with us to increase social justice philanthropy and donor initiatives!

If you have a philanthropic project or wish to work with us, contact us.

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