Online Giving Challenge Raises More Than $2.2 million For Nonprofits Serving Communities of Color

W.K. Kellogg Foundation Challenge Shows Promise of Philanthropy Based on Cultural Identity

News provided by

May 01, 2012, 02:18 ET

BATTLE CREEK, Mich., May 1, 2012 /PRNewswire/ -- Twenty-two nonprofit organizations participating in the W.K. Kellogg Foundation's "Cultures of Giving Donor Challenge" raised more than $2.2 million over 10 days, demonstrating the power of online giving.

The nonprofit groups involved in the Challenge focus on high-priority issues in communities of color, including education, preventive health care, women's and children's advocacy and social justice. Running from April 17 to April 26, the online challenge provided a dollar-for-dollar match up to the first $20,000 per nonprofit, and communities rallied around their local nonprofits. Nonprofits that garnered the most community support also earned additional grants.

More than $1.3 million was raised from 3,421 total donations during the Challenge. The Foundation matched that amount with a total of $915,000. Information on results for participating nonprofits can be found at culturesofgiving.razoo.com.

The Challenge was inspired by a recent WKKF report on philanthropy. The report, "Cultures of Giving: Energizing and Expanding Philanthropy by and for Communities of Color", showcased the power of identity-based philanthropy. Identity-based philanthropy is a growing movement to spark philanthropic giving from a community on behalf of that community.

"The Challenge was a success because it really engaged grassroots participation," said Dr. Alandra Washington, WKKF's deputy director of programs for the education and learning, and family economic security teams. "This will serve as a model for what communities can do to help themselves and their causes in the social media realm."

The Cultures of Giving Donor Challenge employed the services of Washington, D.C., based Razoo, a social fundraising platform and industry leader in online giving competitions.

For more information on Cultures of Giving, visit culturesofgiving.razoo.com.

About the W.K. Kellogg Foundation

The W.K. Kellogg Foundation (WKKF), founded in 1930 as an independent, private foundation by breakfast cereal pioneer, Will Keith Kellogg, is among the largest philanthropic foundations in the United States. Guided by the belief that all children should have an equal opportunity to thrive, WKKF works with communities to create conditions for vulnerable children so they can realize their full potential in school, work and life. Follow WKKF on twitter at @wk_kellogg_fdn.

SOURCE W.K. Kellogg Foundation