KPBS Launches Gratitude Collective: A Network for Women Donors
In an effort to harness the power of community-based philanthropy, Deanna Mackey, General Manager of KPBS, has initiated the Gratitude Collective. This new giving program is designed specifically for women who are eager to make a difference through collective giving.
Inaugural Gathering Marks a Significant Step Forward
Kicking off in June, the Gratitude Collective’s inaugural event brought together over 140 women, who participated in discussions about philanthropy and shared their motivations for supporting KPBS. The event featured a presentation on women’s roles in charitable giving and a panel discussion led by Mackey in collaboration with the collective’s co-chairs, Nishma Held and Valerie Attisha.
Membership Criteria and Benefits
To join the Gratitude Collective, women must commit to an annual donation of $2,500 or more, whether individually or alongside their spouses. This membership will grant access to four exclusive events each year, aimed at fostering connections among donors. Notably, many attendees at the inaugural event have yet to reach this donation level but are encouraged to increase their contributions.
A Unique Perspective on Women in Philanthropy
Mackey emphasized the need to better understand women’s philanthropic behavior, especially as they are poised to inherit significant wealth during a projected generational wealth transfer. According to research conducted by Public Media Women in Leadership (PMWL), which Mackey founded, women are more inclined to support causes that resonate with their personal values.
Insights from Research
The “Women’s Leadership Giving Study,” carried out by Edison Research and the Giving Agency, highlighted that women typically prefer to distribute smaller donations across various organizations, rather than making large contributions to just a few. This insight informs the Gratitude Collective’s goal of emphasizing KPBS as an essential community resource aligned with these values.
Empowerment at the Core
Empowering women has been a constant thread throughout Mackey’s career in public media. Alongside her leadership roles, she has engaged in various community efforts, including founding PMWL in 2015 to prepare women for executive roles.
Strategic Leadership and Community Engagement
This year, Mackey joined forces with the development team and the collective’s co-chairs to shape the vision for the network. Held, a corporate lawyer, and Attisha, VP at PNC Bank, play crucial roles in strategizing outreach and inviting potential members to participate.
Encouraging Philanthropy with Personal Connection
During the inaugural event, Jacqueline Ackerman, the interim director of the Women’s Philanthropy Institute, provided the keynote address. Mackey and the co-chairs facilitated a panel discussion aimed at prompting attendees to reflect on their motivations for giving. Held noted the importance of understanding the impact of their contributions on the community.
Broadening Community Support Amid Challenges
Although the upcoming loss of $4.3 million in funding from the Corporation for Public Broadcasting (CPB) poses challenges to KPBS’s budget, Mackey reiterated that the Gratitude Collective’s launch was not directly influenced by this development. She aims to leverage the collective to boost community awareness about the value of public media, especially in light of this funding gap.
Looking Ahead: Future Initiatives
Following the inaugural event, over 100 women have already pledged their commitment to the Gratitude Collective. The next gathering, aligning with KPBS Next, promises an exclusive discussion featuring female journalists from the KPBS newsroom. Future events may include smaller gatherings to foster deeper connections among members, enhancing their engagement with KPBS and its mission.
Investing in the Future
Mackey views the Gratitude Collective as a crucial investment in the future of KPBS. With projections indicating that women will inherit a significant portion of the upcoming “great wealth transfer,” she advocates for public media to be prioritized by future female philanthropists as a means to support impactful community resources.
