latino marketing & communicationsThe New Philanthropists:        1105 North Lamar                                Austin, T...
culturalstrategies          The	  Story	  of	  the	  3	  Texans                                                 	  
culturalstrategies                  The	  Real	  Texans                                      	          Culture,	  History...
culturalstrategies
culturalstrategies                 The	  Opportunity!                                   	    Authen9c	  Leadership	  that...
culturalstrategies
culturalstrategies  H-E-B workers pledge $1 million to United Way  Employees from 54 H-E-B stores in Central Texas countie...
culturalstrategies               Texas	  Buying	  Power                                      	   Hispanic/La9no	  -­‐	  $1...
culturalstrategies        Minority-­‐owned	  Businesses                                     	    U.S.	  -­‐	  5.8	  milli...
culturalstrategies            Home	  Ownership	  Rates                                     	   White	  –	  74.80%	   Asian...
culturalstrategies Engagement  • Values • Principles
culturalstrategies Values • Authenticity – Being true to yourself and to your community; commitment to your character. • I...
culturalstrategiesPrinciples          Engage - Share your experience. Discuss viewpoints.          Respect others.        ...
culturalstrategiesAfrican-Americans in the Community In 1787, the Free African Society of Philadelphia was formed to aidf...
culturalstrategiesAfrican-Americans in the Community Quality education is a primary concern among AfricanAmerican residen...
culturalstrategiesAfrican-Americans in the Community African American churches are uniquely positioned to connectcongrega...
culturalstrategiesAsians in the Community Asian Americans are the most diverse ethnic group in the UnitedStates today, wi...
culturalstrategiesAsians in the Community Religious institutions have provided Asian Americans withboth spiritual and soc...
culturalstrategies Hispanic Philanthropy & Leadership Priscilla G. Cortez, The Cortez Insurance Agency John-Michael V. Cor...
culturalstrategies Barriers or Opportunities Hispanics are very diverse
culturalstrategies
culturalstrategies By the Numbers – Texas •  Hispanics make up 37.6% of the state’s population •  The number of Hispanic-o...
culturalstrategies Philanthropy •  Nationally, less than 7% of total foundation funding is    directed toward efforts targ...
culturalstrategies The Good News •  Hispanics, now the largest minority in the US,    are gaining political, professional ...
culturalstrategies A Culture of Giving •  In 1998, nearly 7 in 10 Hispanics gave to charities.  •  Chronicle of Philanthro...
culturalstrategies Latino Engagement Framework •  Latino Engagement is a process of    building community, relationships, ...
culturalstrategies Latino Community Engagement •  Volunteering: Sixty-six percent of Hispanics/    Latinos surveyed volunt...
culturalstrategies Opportunities •  Church and Family •  Professional and Latino oriented groups •  Organizations deep-roo...
culturalstrategies                    Doors                  Activities                    Family                      Fam...
culturalstrategies Latino Profiles •  Tribes •  Social groups •  Natural •  Associate with like-minded and/or    people we ...
culturalstrategies Latino Profile: Professionals •  Family  •  Leadership development •  Education •  Investors •  Value in...
culturalstrategies Latino Profiles: Tejanos •  History •  Community connectedness •  Rally around Tejano heritage and    mu...
culturalstrategies Latino Profiles: Immigrants •  Rely on family for personal and    business matters •  Church •  Traditio...
culturalstrategies Latino Profiles:  Mexican Nationals •  Business Entrepreneurs •  Sense of Security •  Isolated •  Educat...
culturalstrategies Latino Profiles:  Jessika Duarte-Gomez •  Born in Venezuela, Jessika    has made the US her home    sinc...
culturalstrategies Latino Profiles:  Paulina Artieda •  Made a career out of her passion,    creativity •  Explores differe...
culturalstrategies Motivations to Give •  Leading causes include:      •  church,      •  youth and family services,      ...
culturalstrategies How Hispanics Give •  Hispanics generally prefer to give informally and as a result are less    accusto...
culturalstrategies Fundraising Strategies •  ASK! Hispanics are eager to give and volunteer, but you need to ask them.  • ...
culturalstrategies        Engagement Strategies        –  Start Today!        –  Connect with the culture.         –  Buil...
culturalstrategiesQ&AArmando Rayovp, engagementCultural Strategieswww.cultural-strategies.comarayo@cultural-strategies.com...
The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Present...
The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Present...
The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Present...
The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Present...
The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Present...
The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Present...
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The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Presentation

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Session Description: The face of philanthropy is changing. The New Philanthropists are innovative, creative, and multi-generational; they have strong cultural identities, and they are ready to invest in causes, issues and nonprofit organizations. They are the future workforce, consumers and community leaders of Texas. According to Selig Center/Multicultural Economy Report, Hispanic/Latino ($181 billion), African-American ($72 billion), and Asian ($34 billion) buying power is well over $287 billion combined, creating a wealth of fundraising opportunities for organizations throughout Texas. In order for nonprofit organizations to remain relevant with these diverse populations, they need to understand, engage and create relationships with these communities. Learn ways to create meaningful relationships with the New Philanthropists. Gain greater understanding of their motivations, culture and giving patterns, while learning to identify influencers (individuals and groups), opportunities and barriers.

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The New Philanthropists: Fundraising with Diverse Communities_Association of Fundraising Professionals_San Antonio Presentation

  1. 1. latino marketing & communicationsThe New Philanthropists: 1105 North Lamar Austin, Texas 78703Fundraising with v/f (512) 501-4971 site: www.cultural-strategies.com blog: www.hispanictrending.netDiverse Communities
  2. 2. culturalstrategies The  Story  of  the  3  Texans  
  3. 3. culturalstrategies The  Real  Texans   Culture,  History,  &  Tradi9ons  
  4. 4. culturalstrategies
  5. 5. culturalstrategies The  Opportunity!    Authen9c  Leadership  that  goes  beyond   tokenism    Fundraising  Opportuni9es  that  have   gone  un-­‐tapped    Increased  Awareness  to  and  relevance   in  a  growing  mul9cultural  Texas  
  6. 6. culturalstrategies
  7. 7. culturalstrategies 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. Radio listeners raise $160K for Dell children’s hospital Dell’s Children’s Medical Center raises $160,000 with a partnership with Border Media stations La Ley, 98.9 FM, and Digital 92.5 Hispanic Giving Circle, FuturoFund Austin raises $125,000 FuturoFund Austin, a Latino giving circle is a collective effort to engage the Hispanic community through philanthropy and leadership. Over the last two years, Futuro Fund has raised $125,000.
  8. 8. culturalstrategies Texas  Buying  Power   Hispanic/La9no  -­‐  $181  billion   African-­‐American  -­‐  $72  billion     Asian  -­‐  $34  billion   Combined  -­‐    $287   Selig Center/Multicultural Economy Report 2010
  9. 9. culturalstrategies Minority-­‐owned  Businesses    U.S.  -­‐  5.8  million    African-­‐American  -­‐  1.9  million    Asian  –  1.6  Million    Hispanic  –  2.3  Million      San  Antonio    Hispanic/La9no  -­‐  49,544    African-­‐American  -­‐  5,019   Selig Center/Multicultural Economy Report 2010
  10. 10. culturalstrategies Home  Ownership  Rates   White  –  74.80%   Asian  –  59.30%   Hispanic/La9no  –  48.40%   African-­‐American  –  46.20%   US Census Bureau, homeownership by race 2009
  11. 11. culturalstrategies Engagement • Values • Principles
  12. 12. culturalstrategies Values • Authenticity – Being true to yourself and to your community; commitment to your character. • Innovation – Always learning; being creative and finding new solutions to problems. • Collaboration – Bringing people together; working together for the common good.
  13. 13. culturalstrategiesPrinciples Engage - Share your experience. Discuss viewpoints. Respect others. Educate - Learn the issues. Acquire new skills. Know your community. Volunteer - Give an hour. Give a Saturday. Give your best. Advocate - Champion a cause. Stay informed. Raise Awareness. Find your voice. Give - Research. Understand. Invest. Lead - Influence others. Open doors. Create systemic change.
  14. 14. culturalstrategiesAfrican-Americans in the Community In 1787, the Free African Society of Philadelphia was formed to aidfree slaves. With the abolition of slavery, black social service organizationsemerged in the form of sororities and fraternities, and the NAACP Source for support: community-based mutual aid organizations,churches, or major political movements In 1862, Freedman’s aid societies were organized in the northernstates to provide supplies and send teachers to educate former slaves. “It was philanthropy for and by African Americans that helpedestablish historical black colleges and universities. Black fraternitiesand sororities are also a part of this heritage.” Rodney Jackson, president and CEO of the National Center for Black Philanthropy Inc. Diversity Afflience: The Roots of Black Philanthropy
  15. 15. culturalstrategiesAfrican-Americans in the Community Quality education is a primary concern among AfricanAmerican residents. Although African Americans are actively engaged in education byserving as mentors, tutors, etc., the sentiment is that the need forAfrican Americans to serve in these roles far exceeds the supply. Morewomen than men volunteer, yet comments from the focus groupspointed to a serious need for African American male role models andmentors. Opportunities exist to increase the number of African Americanvolunteers by reaching out to those who currently are not being askedto volunteer, do not know how to become involved and are not satisfiedwith their current level of volunteer participation.
  16. 16. culturalstrategiesAfrican-Americans in the Community African American churches are uniquely positioned to connectcongregations with opportunities to address community needs eitherthrough internal programs or outside entities. Survey responsesrevealed religious affiliation was the main source for learning aboutvolunteer opportunities. African American civic, community and professional groups wereoften cited as an avenue through which to volunteer. Affluent African-Americans (AAA)  $75,000-plus individual income  $125,000-plus household income  Touch-points – Philanthropy, social, luxury items, cars, etc. Black is the New Green: 2010
  17. 17. culturalstrategiesAsians in the Community Asian Americans are the most diverse ethnic group in the UnitedStates today, with the influence of more than fifteen different cultures. The wide range of languages spoken includes Cantonese, Hawaiian,Hindi, Japanese, Korean, Mandarin, Tagalog, Urdu and Vietnamese. Asian American profile is considered young (median age: 31.6 yrs),affluent and educated. (In 2003, 50% of Asian Americans had abachelor’s degree.) Mutual Aid Associations began as a response to racial discriminationand violence during the early immigration days in the late 1800s. Today,these associations continue to grow and flourish as new immigrantgroups emerge and adjust to the new country. (i.e. daycare centers andcredit unions)
  18. 18. culturalstrategiesAsians in the Community Religious institutions have provided Asian Americans withboth spiritual and social activities but also act as safe havensfor immigrants. Activities ranging from picnics, baseball leagues,English classes and job training seminars are almost always run byvolunteers. Language and cultural schools are also organized almost entirely byvolunteers. Some of these schools are run under the auspices of areligious organization or mutual aid associations. Professional associations such as Chinese engineering societies,South Asian networking groups and Filipino medical organizationsutilize volunteers to help newcomers traverse the many complicatedsteps toward stability. Once established, members often conduct civicprojects and raise funds for worthy causes.
  19. 19. culturalstrategies Hispanic Philanthropy & Leadership Priscilla G. Cortez, The Cortez Insurance Agency John-Michael V. Cortez, Capital Metro Armando Rayo, Cultural Strategies
  20. 20. culturalstrategies Barriers or Opportunities Hispanics are very diverse
  21. 21. culturalstrategies
  22. 22. culturalstrategies By the Numbers – Texas •  Hispanics make up 37.6% of the state’s population •  The number of Hispanic-owned businesses in Texas rose to 447,486, a 40.1 percent increase between 2002 and 2007, the U.S. Census Bureau announced today. Sales by these businesses increased nearly 47.2 percent to $62.1 billion over the same period. •  Hispanic Buying Power •  San Antonio - $25.1 billion •  Texas - $181 billion •  National - $860 billion Sources: U.S. Bureau of the Census, Selig Center for Economic Growth
  23. 23. culturalstrategies Philanthropy •  Nationally, less than 7% of total foundation funding is directed toward efforts targeting Hispanics. •  In 2010, Hispanics account for only 4% of board representation on a national level •  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: Board Source: Vital Voices: Lessons Learned from Board Members of Color 2009-2010. Short Changed: Foundation Giving and Communities of Color.
  24. 24. culturalstrategies The Good News •  Hispanics, now the largest minority in 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.
  25. 25. culturalstrategies A Culture of Giving •  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. Sources: 1998 Gallup Poll, Chronicle of Philanthropy, Bureau of Labor Statistics
  26. 26. culturalstrategies 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. •  4 T’s: Time, Talent, Treasure and Trust
  27. 27. culturalstrategies Latino Community Engagement •  Volunteering: Sixty-six percent of Hispanics/ Latinos surveyed volunteer at least once per year. •  Where Latinos volunteer •  Faith-based institutions – 29% •  Community based organizations – 27% •  Educational institutions - 26% •  Issues are primary motivators in Latinos’ decision to volunteer (i.e. education, health, employment) •  Why Latinos volunteer? •  To help others •  Giving back to the community
  28. 28. culturalstrategies 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.
  29. 29. culturalstrategies Doors Activities Family Family Ayuda al Culture School Church Projimo Faith Work
  30. 30. culturalstrategies Latino Profiles •  Tribes •  Social groups •  Natural •  Associate with like-minded and/or people we feel comfortable with •  Professional and personal •  Families •  In-person and online
  31. 31. culturalstrategies Latino Profile: Professionals •  Family •  Leadership development •  Education •  Investors •  Value inclusion
  32. 32. culturalstrategies Latino Profiles: Tejanos •  History •  Community connectedness •  Rally around Tejano heritage and music •  Acknowledgement
  33. 33. culturalstrategies Latino Profiles: Immigrants •  Rely on family for personal and business matters •  Church •  Traditional entrepreneurs •  Trust in fewer individuals/groups •  Word of mouth •  Trust Spanish Media
  34. 34. culturalstrategies Latino Profiles: Mexican Nationals •  Business Entrepreneurs •  Sense of Security •  Isolated •  Educated •  Affluent
  35. 35. culturalstrategies Latino Profiles: Jessika Duarte-Gomez •  Born in Venezuela, Jessika has made the US her home since she was ten, allowing her to develop a bicultural identity that goes beyond just easily shifting from English to Español. •  Listens to NPR and loves The Daily Show •  Cultural Anthropologists and cares about clients and nonprofits
  36. 36. culturalstrategies Latino Profiles: Paulina Artieda •  Made a career out of her passion, creativity •  Explores different cultures •  Listens to everything from hip-hop to Spanish alternative •  Creates her own trends •  Reads biographies and Gabriel García Márquez •  Tweets and listens to Radio Arte •  Loves a bargain but doesnt mind indulging on price when the quality is there •  Trilingual - English, Spanish and Spanglish
  37. 37. culturalstrategies Motivations to Give •  Leading causes include: •  church, •  youth and family services, •  Victims of disaster, and •  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.
  38. 38. culturalstrategies 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.
  39. 39. culturalstrategies Fundraising Strategies •  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 around engagement and philanthropic efforts.
  40. 40. culturalstrategies Engagement Strategies –  Start Today! –  Connect with the culture. –  Build relationships. –  Be a resource. –  Understand your market. –  Make your organizational brand multicultural friendly. –  Go to the people. –  Be committed.
  41. 41. culturalstrategiesQ&AArmando Rayovp, engagementCultural Strategieswww.cultural-strategies.comarayo@cultural-strategies.comwww.MandoRayo.com512-785-0447

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