Moving Towards Dignity: Using Inclusive and Equitable Fundraising Language to Dismantle Philanthropy’s White Savior Narrative by Stephanie Sheehan
[email protected] Capstone Research Report Submitted in Partial Fulfillment of the Requirements for the Master of Nonprofit Administration Degree in the School of Management directed by Dr. Marco Tavanti San Francisco, California Spring 2021 Dedication To my fellow fundraisers: We have a responsibility to the communities we represent. Let’s listen actively and center their needs above all. Abstract This qualitative research examines the role that the white savior narrative plays in fundraising and philanthropy. I will begin with a literature review of relevant topics including, white saviorism, examples of white saviorism in nonprofit communications, power dynamics, effective fundraising strategies and donor motivations, inclusive and equitable language and centering the community in fundraising. A content analysis of 20 annual report leadership letters from 20 501(c)3 organizations demonstrates the ways in which nonprofit leadership individuals talk about their programs and program beneficiaries. The content analysis shows that most leadership individuals are white, do not reference equity in their letters and mostly describe program beneficiaries in a generally negative light, thus depicting saviorism. A summary of semi-structured interviews shows how frontline fundraisers, nonprofit leaders and board members all agree that despite the prevalence of the white savior narrative, it is both damaging and not an impactful fundraising method. Finally, I will reveal a new model for dignity-focused fundraising that centers the needs of the community and I will offer recommendations for how fundraisers can generate revenue in an inclusive and equitable way that ultimately centers the community.