Journal article
Birds of a Feather, Flock Together: Examining Racial Identity and Giving During 2020
Voluntas (Manchester, England), Vol.36(5), pp.642-662
10/2025
DOI: 10.1007/s11266-025-00752-0
Abstract
Research illustrates that a donor’s identity can play a key role in how and to whom they donate. Yet, most research overlooks how racial identity and social context influence giving, particularly during a crisis. Our study examines how race-shaped crisis-relief donations related to the COVID-19 pandemic and the Black Lives Matter (BLM) movement during 2020. We propose that donors will be more likely to donate to causes that mirror their identities, specifically their racial/ethnic identity, and when their donation benefits their racial and ethnic group. We use new donation and identity data from the 2020 Collaborative Post-Election Multi-Racial Survey to test identity-based giving during crisis. We find that Black and Asian Americans are more likely than White donors to donate to BLM and COVID-19 relief efforts in 2020, respectively. Black and Asian American donors are more likely than White donors to indicate their donations are made in support of their racial/ethnic group. Black and Asian donors who intend their gift to benefit their racial/ethnic group will be more likely to donate to these causes. The results support our hypotheses that a donor’s racial identity can play a role in deciding what causes to support, signaling that identity-based giving occurs during a crisis. This paper contributes to theory building around non-white donor behavior and holds practical implications for equity in nonprofit fundraising.
Details
- Title: Subtitle
- Birds of a Feather, Flock Together: Examining Racial Identity and Giving During 2020
- Creators
- M. Apolonia Calderon Cervantes - University of RichmondSamantha Zuhlke
- Resource Type
- Journal article
- Publication Details
- Voluntas (Manchester, England), Vol.36(5), pp.642-662
- DOI
- 10.1007/s11266-025-00752-0
- ISSN
- 0957-8765
- eISSN
- 1573-7888
- Publisher
- Springer
- Language
- English
- Electronic publication date
- 07/23/2025
- Date published
- 10/2025
- Academic Unit
- Center for Social Science Innovation; School of Planning and Public Affairs
- Record Identifier
- 9984927214602771
Metrics
10 Record Views