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Birds of a Feather, Flock Together: Examining Racial Identity and Giving During 2020

Published online by Cambridge University Press:  01 January 2026

M. Apolonia Calderon Cervantes*
Affiliation:
Department of Political Science, University of Richmond, Richmond, VA, USA
Samantha Zuhlke*
Affiliation:
School of Planning and Public Affairs, University of Iowa, Iowa City, IA, USA
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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.

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Type
Research Paper
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Copyright
Copyright © The Author(s) 2025
Figure 0

Table 1 Dependent variables by race/ethnicity of respondent

Figure 1

Fig. 1 Comparison of primary beneficiaries by race/ethnicity of respondent. Frequency of top (#1) beneficiary by race/ethnicity of respondent

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Table 2 Summary statistics of control variables by racial/ethnic subgroup

Figure 3

Table 3 Binary logit estimates testing Hypothesis 1 (donation types)

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Fig. 2 Marginal effect of variables on donations to black lives matter (BLM). Based on Model 1 (Table 3) estimates. Thin bars represent 95% confidence intervals

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Fig. 3 Marginal effect of variables on donations to Covid relief efforts. Based on Model 2 (Table 3) estimates. Thin bars represent 95% confidence intervals

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Table 4 Binary logit estimates testing Hypothesis 2 (beneficiaries of donations)

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Fig. 4 Marginal effect of variables on #1 intended beneficiary. Based on Model 3 (Table 4) estimates. Thin bars represent 95% confidence intervals

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Fig. 5 Marginal effect of variables on top 3 intended beneficiary recipients. Based on Model 4 (Table 4) estimates. Thin bars represent 95% confidence intervals

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Table 5 Binary logit estimates testing Hypothesis 3 (Asian Individuals)

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Fig. 6 Marginal effect of variables on Covid donations (Asian Individuals). Based on Table 5 estimates. Thin bars represent 90% confidence intervals

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Table 6 Binary logit estimates testing Hypothesis 3 (Black/African American Individuals)

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Fig. 7 Marginal effect of variables on BLM donations (Black/African American Individuals). Based on Table 6 estimates. Thin bars represent 95% confidence intervals

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Table 7 Race/ethnicity respondent frequencies breakdown within 2020 CMPS data

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Table  8 Multinomial analysis of hypothesis 2

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Table 9 Hypothesis 1 weighted analysis

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Table 10 Hypothesis 2 weighted analysis

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Table 11 Hypothesis 3 weighted analysis (Asian Individuals)

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Table 12 Hypothesis 3 weighted analysis (Black)