Hispanic PhilanthropyAnd Leadership Presented by: Priscilla G. Cortez, The Cortez Insurance Agency John-Michael V. Cortez, Capital Metro Armando Rayo, Cultural Strategies
By the numbers - Austin• Hispanics make up 35% of the city’s population; 6.3 Anglo 48.7 African-American 35.1 Hispanic Asian 7.7• Of the 34,000 businesses in the greater Austin area, more than 14,000 are Hispanic-owned; Sources: U.S. Bureau of the Census, Greater Hispanic Chamber of Commerce, Austin Chamber of Commerce
By the numbers - Austin• 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. $100,000 $90,725 $87,410 $80,000 $63,116 $60,000 $33,683 $40,230 $40,000 $20,000 $0 Sources: U.S. Bureau of the Census, Greater Hispanic Chamber of Commerce, Austin Chamber of Commerce
Philanthropy & Leadership• 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. Sources: Greenlights for Nonprofit Success and Pittz, Will and Sen, Rinku (Spring 2004). Short Changed: Foundation Giving and Communities of Color.
Barriers or Opportunities?• Hispanics are very diverse.
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.
A culture of giving and involvement • 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 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 involvementStatesman: Radio listeners raise $160K forDell children’s hospitalThe Children’s Miracle Network recognizedHispanics in Austin for giving $160,000 tobenefit the Dell Children’s Medical Center.Through a partnership with Border Mediastations La Ley, 98.9 FM, and Digital 92.5, theCMN held its first-ever “Hispanic Radiothon” inAustin. The Spanish-language stations broadcast“Radioton de Milagros” (Radiothon of Miracles)from the hospital, conducting emotionallycharged interviews with patients, andencouraging listeners to donate.
Latino Engagement: VIVIR UNIDOSLatino 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 UNIDOSLatino 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 UNIDOSOpportunities • Church and Family • Professional and Latino oriented groups • Organizations deep-rooted in the Latino community • Latino volunteers and leaders in the pipelineBarriers • Lack of cultural insights • Relationships – Latinos to mainstream and vice versa • Labels – clients vs. leaders • Time, schedules, family, work, etc.
Motivations to give• 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.
How Hispanics 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.
Strategies - Philanthropy• 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 - Engagement• Connect with the people & the culture.• Build relationships.• Be a resource.• Understand your market.• Make your organizational brand multicultural friendly.• Be committed.