Aishah Rashied-Hyman

Aishah Rashied-Hyman is the Vice President of Business Development and Planning for Public Broadcasting Atlanta, working directly with the CEO to create opportunities for strategic growth. Rashied-Hyman came to PBA in 2017 as Director of Individual Giving. From 2006 to 2017, she innovated fundraising strategies at Georgia Public Broadcasting as Direct Marketing Manager, then Director of On-Air Fundraising. In 2013 through 2015 Rashied-Hyman served on the PBS Kids Station Leadership Committee. In 2007 and 2017, PBS recognized her development work for GPB with the national “Special Achievement Award.” At GPB, Rashied-Hyman instituted integrated multi-platform fundraising. During Aishah’s tenure, development revenue grew from $4.8 million in fiscal year 2013 to $7.4 million in FY16, and the station’s sustainer program grew from $264,000 to more than $1.1 million. Since Rashied-Hyman joined PBA, the development team met or exceeded revenue goals each year. Most recently, Rashied-Hyman led the station’s annual pledge drives to record-high revenue and donor acquisition numbers. In the challenging giving environment of 2020, Aishah introduced an end-of-year giving campaign that raised 400% of goal; more than $450,000 for PBA programming and operations. Rashied-Hyman is a founding member of Public Media for All, a coalition of public media professionals dedicated to diversity, equity, and inclusion in the industry. "In public media, I've been blessed with opportunities to create award-winning work that I am proud of, work that I hope is benefiting my community. And one of the things I’m most proud of is that I’m able to lift up others as I climb, to help open doors and provide pathways for other diverse talent and amplify their stories," Hyman said. "Aishah's impact on public media has long extended beyond the strong results we've seen from her fundraising efforts," said PBA CEO Jennifer Dorian. "She is an inventive, collaborative, and strategic leader whose deep connections in Atlanta will benefit not only PBA but also our listeners, viewers and partners. I am excited to work with her to create new growth-oriented opportunities for both WABE and ATL PBA." Simultaneous to her career in public media, Aishah makes a major impact on Atlanta’s cultural life as a concert and festival producer. She's credited with helping bridge Atlanta's racial and cultural divides through music and art events. Her events have been voted “Best of Atlanta” by Creative Loafing. Her festival production credits include National Black Arts Festival, Art of Cool Fest, Spread Love, Atlanta Jazz Festival, Capital Jazz Cruise, and House In The Park. Aishah is married to Kevin Hyman aka DJ Kemit, a music producer, deejay and former member of world-renowned hip hop group Arrested Development. Aishah and Kevin have two daughters, Nuri and Aliyah, and a grandson, Michael.
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How You Can Build a Diverse Donor Base Through On-Air Fundraising

Membership, pledge drive, diversity & inclusion

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“As people of color become majorities in communities across America, successful nonprofit organizations will need to have a diverse donor base to sustain and grow their operations.” 

- Dr. Emmett Carson, Silicon Valley Foundation

“According to a recent report by Blackbaud Institute for Philanthropic Impact, Diversity in Giving, nearly three-fourths of donors today are non-Hispanic whites, despite the fact that whites make up only 64 percent of the population. The underrepresentation of multicultural donors suggests that organized philanthropy is not doing an adequate job of engaging non-white communities. For instance, African-American and Hispanic donors say they are solicited less frequently. Furthermore, they suggest they would give more if they were asked more often.”

- Tarsha Whitaker Calloway, nonprofitpro.com

Engaging a more diverse community of donors is key to fully realizing the potential of public media fundraising. However, many stations are at a loss when it comes to proven fundraising strategy to attract and retain a diverse group of donors – especially when it comes to on-air fundraising.

Here’s some good news! The fundraising leaders at Public Broadcasting Atlanta (PBA) are finding success with the following innovative, culturally-savvy strategies that leverage core programming, unconventional thank-you gifts, and dynamic special events to attract and retain new, diverse donors and strengthen community connections. 

First, get uncomfortable.

Talking about race and structural racism at work can feel awkward and uncomfortable. That’s okay. Getting comfortable with being uncomfortable is a good thing because these conversations are the necessary starting point for us to move forward, to learn from one another, and to find solutions together. 

Build DEI into your DNA.

Atlanta is one of the most diverse metro areas in the United States. At Public Broadcasting Atlanta, the diversity of our listening audience and our viewing audience is in fact identical to metro Atlanta’s racial diversity by percentage. We have worked hard to achieve that audience diversity and are working to maintain audience representation. But like most American cities that are very racially diverse, Atlanta is also very segregated. We live in the second most segregated American city after Chicago. Through our programming, community engagement efforts, and our fundraising strategy, our intention is to foster a sense of community, despite the segregation that exists in our city. To do that, we’re always working to be an organization that reflects the audiences we serve. As our President and CEO Jennifer Dorian puts it, “DEI is in our DNA,” – diversity, equity and inclusion are at the core of the work we do across the station.

Start with data.

We've all heard the saying, “What gets measured gets done.” Our fundraising strategy starts with setting key metrics: How much money we aim to raise, how many new donors we intend to attract, how many of those donors should be sustainers, and so forth. Another part of the strategy involves asking questions about the composition of the membership file and it reflection of the diversity of our city: 

  • What are the demographics of our listeners and viewers? Does it match the diversity of the city?
  • Does our membership file reflect the diversity of the listening and viewing audience?
  • Is there a population that is growing in size and influence, that we may be overlooking?
  • Are we programming to a diverse audience and are we really asking all of our listeners to give?
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