Hispanic Philanthropy and Leadership
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Transcript of Hispanic Philanthropy and Leadership
Presented by:
Priscilla G. Cortez, The Cortez Insurance Agency
John-Michael V. Cortez, Capital Metro
Armando Rayo, Cultural Strategies
Hispanic Philanthropy
And Leadership
• Hispanics make up 35% of the city’s population;
• Of the 34,000 businesses in the greater Austin area, more
than 14,000 are Hispanic-owned;
By the numbers - Austin
Sources: U.S. Bureau of the Census, Greater Hispanic Chamber of Commerce, Austin Chamber of Commerce
48.7
7.7
35.1
6.3
Anglo
African-American
Hispanic
Asian
• Annual buying power of Hispanics = $7.9 billion
• Hispanic families in Austin have one of the higher Median
Family Incomes (MFI) in the nation when compared to Hispanic
families living in other cities across the country and state.
By the numbers - Austin
Sources: U.S. Bureau of the Census, Greater Hispanic Chamber of Commerce, Austin Chamber of Commerce
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$63,116
$90,725
$33,683 $40,230
$87,410
• Nationally, less than 7% of total foundation funding is directed
toward efforts targeting Hispanics (2001).
• Of the 40,000 Central Texans serving on nonprofit boards, only
11% are Hispanic.
• Hispanics are often viewed as clients or recipients of charity
and as a result are not consulted or included in various
philanthropic and leadership opportunities.
Philanthropy & Leadership
Sources: Greenlights for Nonprofit Success and Pittz, Will and Sen, Rinku (Spring 2004). Short Changed: Foundation Giving and Communities of Color.
• Hispanics are very diverse.
Barriers or Opportunities?
Barriers or Opportunities?
• In 2009, an estimated 29.5% of Hispanics were below the
poverty level, compared with 22.3% of African Americans,
8.6% of Asians and 11.4 % of non-Hispanic whites in Austin.
• Hispanic population continues to be left behind in key areas,
including:
• education,
• health,
• employment,
• voter registration & participation
The good news
• Hispanics, now the largest minority in Austin & the US, are
gaining political, professional and economic status.
• Hispanics are discovering how philanthropic efforts and
leadership have helped women and other groups gain social
and political influence.
• Hispanics are increasingly working together to focus their
philanthropy on the nonprofit institutions that will
impact/strengthen their community and create new
opportunities.
The good news
• In 1998, nearly 7 in 10 Hispanics gave to charities.
• Chronicle of Philanthropy: Hispanic giving actually equaled or
surpassed Anglo-American giving.
• Hispanic volunteerism = 14.7% and growing.
• Some local examples: HEB & The Children’s Miracle Network
A culture of giving and involvement
Sources: 1998 Gallup Poll, Chronicle of Philanthropy, Bureau of Labor Statistics
A culture of giving and involvement
Statesman: H-E-B workers pledge $1 million to United Way
Employees from 54 H-E-B stores in Central Texas
counties pledged more than $1 million to the annual
United Way Capital Area campaign.
A culture of giving and involvement
Statesman: Radio listeners raise $160K for
Dell children’s hospital
The Children’s Miracle Network recognized
Hispanics in Austin for giving $160,000 to
benefit the Dell Children’s Medical Center.
Through a partnership with Border Media
stations La Ley, 98.9 FM, and Digital 92.5, the
CMN held its first-ever “Hispanic Radiothon” in
Austin. The Spanish-language stations broadcast
“Radioton de Milagros” (Radiothon of Miracles)
from the hospital, conducting emotionally
charged interviews with patients, and
encouraging listeners to donate.
Our Experiences
Latino Engagement: VIVIR UNIDOS
Latino Engagement Framework
• Latino Engagement is a process of building community,
relationships, & trust with Latino communities.
• Latino Engagement utilizes authentic engagement strategies
that create advocates for people, neighborhoods & issues
within communities.
• It is an inclusive, innovative & culturally relevant approach
that informs, educates, engages & strengthens communities.
Latino Engagement: VIVIR UNIDOS
Latino Community Engagement
• Volunteering: 66% of Hispanics/Latinos
surveyed volunteer at least 1x per year.
• Where Latinos volunteer:
o Faith-based institutions – 29%
o Community based organizations – 27%
o Educational institutions - 26%
• Issues are primary motivators in Latinos’
decision to volunteer (i.e. education, health,
employment)
• Why Latinos volunteer?
o To help others
o Giving back to the community
Latino Engagement: VIVIR UNIDOS
Opportunities
• Church and Family
• Professional and Latino oriented groups
• Organizations deep-rooted in the Latino
community
• Latino volunteers and leaders in the
pipeline
Barriers
• Lack of cultural insights
• Relationships – Latinos to mainstream
and vice versa
• Labels – clients vs. leaders
• Time, schedules, family, work, etc.
• Leading causes include:
o church,
o youth and family services,
o victims of disaster, and
o job training and educational opportunities for the next
generation.
• Many contributions are motivated by desire to “give back” to
the Hispanic community.
• Donors give both to advance opportunities as well as to
strengthen their community.
• Recognition is not always wanted.
Motivations to give
• Hispanics generally prefer to give informally and as a result are
less accustomed to institutionalized giving, such as through
nonprofits or foundations.
• Formal giving structures have not been adopted such as
endowments & planned giving – education and awareness is
critical!
• Rally behind leaders and their causes.
• Group giving versus individual giving.
How Hispanics give
• ASK! Hispanics are eager to give and volunteer, but you need
to ask them.
• Demonstrate your commitment to Latino community beyond
providing services.
• Let them know that Latino-focused efforts/funds exist.
• Engage recognized Hispanic community leaders.
• Create a sense of community/family.
Strategies - Philanthropy
• Connect with the people & the culture.
• Build relationships.
• Be a resource.
• Understand your market.
• Make your organizational brand multicultural friendly.
• Be committed.
Strategies - Engagement