So you want to start collecting DEI data about your donors …

If you asked me twenty years ago if it was ethically ok for fundraising teams to collect ethnicity, race, or gender identity I would have emphatically stated no.

In fact, I was appalled that the database I used at the time had dedicated fields for ethnicity and religion. Why would the company think that fundraising teams might actively collect those data points? Never mind use them.

In Canada, it was considered unethical for fundraising departments to collect demographic data points like race, ethnicity or sexual orientation on donors. It simply wasn’t done.

Fast forward to 2024.

Today, the conversation isn’t so binary.

We know that due to many factors; including inequality, racism, and bias; not acknowledging diversity fails to engage our donors, employees, volunteers and supporters in meaningful ways.

Collecting and maintaining quality data is essential to informed decision making. It can help organizations identify gaps, uncover hidden patterns, offer new ways of thinking and identify opportunities.

More importantly, when done respectfully and with intentionality, it can support inclusive fundraising efforts that fosters belonging.

What is diversity data?

Diversity data tells us the demographics of an individual.

While not an exhaustive list, when we think of diversity data points, they can include:

·      age

·      body size

·      education level,

·      ethnicity

·      gender identity

·      native language

·      physical or mental disabilities

·      political leanings

·      race

·      religion

·      sexual orientation

·      veteran status.

Do you have a reason for collecting and storing the data?

Before you begin thinking about how you will collect and store DEI data, you need to think about why you are collecting and storing this data.

There are five key reasons an organization may collect and store data. These are:

1.    It’s a Legal Requirement

The collection and storing of the data points are necessary for a legal or regulatory obligation or requirement.

An example of this (in Canada) is the CRA (Canada Revenue Agency) requirement that to issue a charitable tax receipt, a charity must collect the full mailing address of a donor.

2.    The Individual Gives Consent

The donor has given permission for the organization to collect and store their personal data for one or more reasons.

An example would be the collection of data when signing up to be a volunteer, registering for an event or making a donation.

Consent must be freely given. It must be easy for the to withdraw consent. Explicit opt-in consent is becoming the norm versus explicit opt-out.

3.    The Performance of a Contract

The data collection and use are necessary in order to enter into a contract with a third party.

An example of this is entering into a contract with a vendor like Blackbaud, iWave or LiveAlumni.

4.    There is a Legitimate Interest

This is an activity that a donor would normally expect from an organization that it gives its personal data to do.

An example of this is promotional activities (e.g. a newsletter), or targeted solicitations.

However, if an organization indicates there is a legitimate interest for the collection and use of the data, the organization must be able to competently answer the questions: is this activity necessary for the organization to function? Does the activity outweigh any risks to a data subject’s rights and freedoms?

If the answer to either of those questions is “no,” then the organization cannot state there is a legitimate interest as the basis for collecting and using the data.

5.    Public Interest

The collection and use of that that would occur by a government entity or an organization acting on behalf of a government entity.

An example of this is the collection of data related to vaccinations during the COVID-19 pandemic.

How will you use the data?

Beyond articulating your reason for collecting and storing DEI data, how do you plan to use it?

·      Will the data be used for targeted solicitations?

·      As part of event planning?

·      Will the data inform new engagement or cultivation strategies?

·      Is it required for reporting purposes?

With DEI data, it is important to share with donors why you are collecting their data and how you will use it. If you can’t provide concrete examples, donors will rightfully be wary of sharing their information with you.

For equity seeking groups, their DEI data has been used against them. It’s your role to ensure that the intended use is clearly articulated so they can make an informed decision of what they are, or not, willing to share with your organization.

When thinking about how you will use DEI data points, remember that these data points overlap and intersect. Your donor isn’t simply Black. They aren’t simply women. They aren’t simply members of the 2SLGBTQ+ community. They are multi-faceted individuals with unique identities that are informed by multiple factors.

Here is a simplistic example for consideration:
You are hosting a cultivation event for Black donors and another event for women. Do you invite the Black female donors to the cultivation event for Black donors or for women? How do you decide? How would the donor feel if you invited them to one event but not the other?

It's important as you work through the use of DEI data to consider the intersectionality and complexity of donors so that how you use the data is inclusive and creates a sense of belonging.

How are you defining the data points?
The words people use to describe themselves and others are very important.

The right terms can affirm identities and challenge discriminatory attitudes. The wrong ones can disempower, demean and reinforce exclusion.

Terms continue to evolve, shift and change.

For your organization having consensus on the definition of terms and which ones you will use will be important to ensure there is clarity and understanding.

For example, within your organization, can you define and differentiate between race, nationality and ethnicity? Is it understood what are the differences between gender, biological sex, and gender identity?

Before you begin asking donors to share their DEI data, you need to understand exactly what you are asking them to share.

There are many sources that provide terminology and definitions to help you build your definitions. A google search will provide you with many sources to consider from universities, NGOs, government agencies and more. Pick a source that you consider ethical, reliable and respected.

Collecting the data

When you are finally ready to begin collecting, storing and using DEI data, how exactly do you acquire it?

The respectful data collection method is to ask the donor directly.

How we identify is personal. Each individual is unique and how they identify is unique.

It isn’t going to be possible to fit DEI data points into neat pre-populated tables or drop-down menus. This means that data consistency probably won’t exist.

We also need to acknowledge that donors may not be comfortable or want to share DEI data points with you. Knowing this, DEI data point should never be required. This means that 100% completeness in the context of DEI data is not going to be possible.

If you use other sources, ensure they are ethical, verifiable, and legitimate. And if they could be considered primary sources. Sources where the donor has autonomy and control over the information.

Final Thoughts

DEI data is complex, multi-layered and most definitely not neutral.

The laws and ethics around DEI data collection and use continue to evolve. What is legal today may be illegal tomorrow. And what is ethical for one organization may be unethical for another.

The reality is that amount of data will continue to increase. And just because it is available doesn’t mean you have to collect it or use it.

Collecting DEI data is an endeavour that requires organizations to be intentional, thoughtful and above all else respectful. And if you do, it has great potential for building inclusive, dynamic, and engaging opportunities. Opportunities that inspire philanthropy, deeper involvement, and a strong sense of belonging.

To learn more about the collection and use of DEI data:

Apra DEI Data Guide: https://www.aprahome.org/Resources/Ethics-and-Standards

Schusterman Foundation: More than numbers: https://cloudspn.tfaforms.net/266232

BWF: Build an Inclusive Database: https://www.bwf.com/data-inclusivity/?utm_referrer=https%3A%2F%2Fwww.google.com%2F

Namaste Data: Do you know your data collection can cause harm:https://www.namastedata.org/post/do-you-know-your-data-collection-can-cause-harm