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Promoting philanthropy in the Black community: A macroscopic exploration

1 January 1970
Academic / Journal Article
Publisher : Marketing History at the Center

18874

Shrestha, McKinley-Floyd, and Gillespie analyze Black philanthropy as a historical and social-marketing phenomenon. They propose a macroscopic framework centered on cause-based messaging and institutional trust-building to encourage giving within the Black community. The study emphasizes that Black philanthropy is deeply rooted in racial empowerment and has a continuous tradition of social justice advocacy, highlighting its unique drivers and cultural significance beyond conventional philanthropic models.

Author(s) :

N Shrestha, L McKinley-Floyd

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Key topics

Social Justice, Philanthropy and Human Rights

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Marketing, Communications, and Brand Strategy Purpose-driven Partnerships and Networks

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