Promoting philanthropy in the Black community: A macroscopic exploration

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.