waking giants: us latino's growing opportunity in philanthropy

Waking GiantsWaking GiantsThe US Latino’s growing opportunity in Philanthropy

Barry CorderoActing CEOSociety of Hispanic Professional Engineers (SHPE)

What is Hispanic? What is Hispanic? Latino?Latino?• HispanicHispanic

• 33rdrd Century BC Iberian Peninsula Century BC Iberian Peninsula• 1970s: US Government use1970s: US Government use• 1980: First use in US Census1980: First use in US Census

• Latino:Latino:• Someone from Latin AmericaSomeone from Latin America• Anyone of descent from the Iberian PeninsulaAnyone of descent from the Iberian Peninsula• Cooler and trendier Cooler and trendier

““Hispanic” “Latino”: Hispanic” “Latino”: not a racenot a race

More Stats:More Stats:• 60% of all Hispanics in the US are US Born60% of all Hispanics in the US are US Born• California has 3California has 3rdrd Largest population of Hispanics Largest population of Hispanics• 49% of all US Hispanics live in Ca or Tx 49% of all US Hispanics live in Ca or Tx • US has 2US has 2ndnd largest pop’n of Hispanics in the largest pop’n of Hispanics in the

worldworld• 22ndnd fastest growing population in the country fastest growing population in the country• Median age of Hispanics 27 (US Popl’n = 37)Median age of Hispanics 27 (US Popl’n = 37)

*Wikipedia “Hispanic”, Pew Research, US Hispanic Chamber of *Wikipedia “Hispanic”, Pew Research, US Hispanic Chamber of CommerceCommerce

Hispanics in Small Hispanics in Small BusinessBusiness

US Hispanic Chamber of Commerce

GenerationsGenerationsGeneration Characteristics1st Gen Born outside the US. Can be naturalized citizen, legal immigrant or

undocumentedGen 1.5 Came to the country as children2nd Gen Born inside the US with at least one foreign born parent. Citizen by

birth3rd + Gen Born inside the US with both parents born in the US. Citizen by birth

*Pew Hispanic Research*Pew Hispanic Research

Generational Generational DifferencesDifferences

*Pew Hispanic Research*Pew Hispanic Research

Generational Generational DifferencesDifferences

Brokings InstituteBrokings Institute

CASE STUDIES: HISPANIC CASE STUDIES: HISPANIC PHILANTHROPYPHILANTHROPY

Greater Kansas City Greater Kansas City Hispanic Development Hispanic Development Fund (HDF)Fund (HDF)• Launched as a “field of interest fund” 1984Launched as a “field of interest fund” 1984• Intended to serve as advisory functionIntended to serve as advisory function• Financial support of Hall Family Foundation Financial support of Hall Family Foundation • Made grants for Hispanic Community Based Orgs Made grants for Hispanic Community Based Orgs

(CBOs) based on understanding of challenges(CBOs) based on understanding of challenges• Quick turnaround, very targetedQuick turnaround, very targeted• Modified/improved with input from local CBOsModified/improved with input from local CBOs• Successful promotion of collaboration among granteesSuccessful promotion of collaboration among grantees

"Emerging Philanthropy in Communities of Color: A Report on Current Trends,“ Kellogg Foundation "Emerging Philanthropy in Communities of Color: A Report on Current Trends,“ Kellogg Foundation

Hispanic Federation (HF): Hispanic Federation (HF): Latino Leadership FundLatino Leadership Fund• Collaboration with New York City Trust (NYCT) and Ford Collaboration with New York City Trust (NYCT) and Ford

Foundation (FF)Foundation (FF)• Offered local CBOs tech assistance and capacity building Offered local CBOs tech assistance and capacity building

grantsgrants• HF administered day-to-day and identified granteesHF administered day-to-day and identified grantees• Final decision for grants rested with NYCT and FFFinal decision for grants rested with NYCT and FF• Didn’t promote community driven approach to grant makingDidn’t promote community driven approach to grant making• 4 years after launch, ceased4 years after launch, ceased


Hispanic Federation (HF): Hispanic Federation (HF): CORECORE• Partnered with United Way, created Community Org Resource Partnered with United Way, created Community Org Resource

Expansion (CORE) with grantee decision resting with HFExpansion (CORE) with grantee decision resting with HF• Made significant grants to otherwise unnoticed orgsMade significant grants to otherwise unnoticed orgs• Created a collaborative arrangement with corp donors to Created a collaborative arrangement with corp donors to

connect to local grass roots CBOs. connect to local grass roots CBOs. • Corp donors on allocations committee provides 2 benefits:Corp donors on allocations committee provides 2 benefits:

1.1. Exposure to grantees who typically have difficulty with Exposure to grantees who typically have difficulty with supportsupport

2.2. Benefit of collective knowledge of grantmakers, improves Benefit of collective knowledge of grantmakers, improves allocation committee decisionsallocation committee decisions


Hispanic Individual Hispanic Individual Giving Giving • Traditionally unsuccessful: Why?Traditionally unsuccessful: Why?

• Frequency of requestsFrequency of requests• When asked to help, Hispanics respondWhen asked to help, Hispanics respond

• 1998 Hurricanes George and Mitch1998 Hurricanes George and Mitch• >50% of 92K calls were from Hispanics>50% of 92K calls were from Hispanics• Red Cross pivoted strategy and now continues Red Cross pivoted strategy and now continues

to succeed through individual Hispanic givingto succeed through individual Hispanic giving


Hispanic Individual Hispanic Individual Giving Giving • Local CBOs, not as successful: Why?Local CBOs, not as successful: Why?

• Don’t have time and resources to actively Don’t have time and resources to actively solicitsolicit

• Ford Foundation: Focus on membership org Ford Foundation: Focus on membership org National Council of La Raza (NCLR)National Council of La Raza (NCLR)• Funded increase in membership initiativeFunded increase in membership initiative• Membership dues used for NCLR community Membership dues used for NCLR community

focused programs and scholarshipsfocused programs and scholarships


Hispanic Individual Hispanic Individual Giving Giving • HF Individual Donor Matching Funds InitiativeHF Individual Donor Matching Funds Initiative

• Provides skills to local CBOs for donor solicitation Provides skills to local CBOs for donor solicitation • Develops board to enhance fundraising capacity and Develops board to enhance fundraising capacity and

commitmentcommitment• Three year matching fundThree year matching fund

• Est. base dollar amountEst. base dollar amount• Match $.50/$1 above baseMatch $.50/$1 above base

• Spurred more local resident giving by mailers, phone Spurred more local resident giving by mailers, phone calls and special eventscalls and special events


HISPANIC PHILANTHROPY KEYSHISPANIC PHILANTHROPY KEYS

Relevant Hispanic Relevant Hispanic TrendsTrends• ““Untapped”: Not typically seen as “donor Untapped”: Not typically seen as “donor

target” target” • Hispanics donate to causes they ID with and Hispanics donate to causes they ID with and

trust (local CBOs)trust (local CBOs)• ~50% of donate to charity or philanthropy ~50% of donate to charity or philanthropy

(25MM people)(25MM people)• Many local CBOs are underfundedMany local CBOs are underfunded

Relevant Hispanic TrendsRelevant Hispanic Trends11stst Generation Hispanics Generation Hispanics• Participate in informal Participate in informal

philanthropyphilanthropy• Family, Church, Family, Church,

• Strong connection to home Strong connection to home countrycountry• Remittances, Origin benefitsRemittances, Origin benefits

• Not online as muchNot online as much• Support community impact Support community impact

effortsefforts• Participate in volunteerismParticipate in volunteerism

1.5/21.5/2ndnd/3/3rdrd + Generation + Generation HispanicsHispanics• Open to broader formal Open to broader formal

philanthropyphilanthropy• Younger than average US Younger than average US

PopulationPopulation• Technology focusedTechnology focused• Social, mobile, digitalSocial, mobile, digital• Supportive community impact Supportive community impact

effortsefforts• Participate in volunteerismParticipate in volunteerism

How to win Hispanic How to win Hispanic donorsdonors• Become Hispanic Focused:Become Hispanic Focused:

• Diversify your staff and boardDiversify your staff and board• Provide opportunities for Hispanics to take Provide opportunities for Hispanics to take

leadership rolesleadership roles• Leverage existing Hispanic constituentsLeverage existing Hispanic constituents

• Be Donor CentricBe Donor Centric• Make your service/product relevant Make your service/product relevant • Leverage successful local CBOsLeverage successful local CBOs

http://www.mediapost.com/publications/article/178160/the-future-of-non-profits.html



How to win Hispanic How to win Hispanic donorsdonors• Communicate your storyCommunicate your story• Provide experiencesProvide experiences• Market to younger/digital audienceMarket to younger/digital audience• Build meaningful relationshipsBuild meaningful relationships• Follow UpFollow Up• Follow UpFollow Up• Follow UpFollow Up




SOCIETY OF HISPANIC PROFESSIONAL SOCIETY OF HISPANIC PROFESSIONAL ENGINEERS (SHPE)ENGINEERS (SHPE)

SHPESHPEMission: Mission: SHPE changes lives by empowering the Hispanic community to realize its fullest potential and to impact the world through STEM awareness, access, support and development.

Vision: SHPE's vision is a world where Hispanics are highly valued and influential as the leading innovators, scientists, mathematicians and engineers

SHPESHPEAnswering the call of the STEM Crises Through:Answering the call of the STEM Crises Through:•>350K in scholarships annually>350K in scholarships annually•>300 local CBOs (Chapters) nationally (>$1MM local annual >300 local CBOs (Chapters) nationally (>$1MM local annual impact)impact)•>50 chapter mini-grants >50 chapter mini-grants •>10,000 active members nationally>10,000 active members nationally•>100K Alumni>100K Alumni•Millions of volunteer hours annuallyMillions of volunteer hours annually•Laser focus on Hispanic success through STEMLaser focus on Hispanic success through STEM

SHPE Corporate SupportSHPE Corporate Support

SHPE Core ProgramsSHPE Core Programs• ScholarshipsScholarships• Noche De CienciasNoche De Ciencias• ChaptersChapters• NILA Leadership Development ConferenceNILA Leadership Development Conference• SHPE ConferenceSHPE Conference• Executive Leadership/Management GrowthExecutive Leadership/Management Growth• MentorshipMentorship

SHPE’s FutureSHPE’s FutureFuture Model for SHPE…Future Model for SHPE… What we’ll do…What we’ll do…

• Create capacity for more social Create capacity for more social impactimpact

• Improve Chapter’s abilities to drive Improve Chapter’s abilities to drive more local engagementmore local engagement

• Invest in strengthening infrastructureInvest in strengthening infrastructure• Invest in improving metricsInvest in improving metrics• Invest back in the communityInvest back in the community

Invest in Our Invest in Our Community Community • Jennifer Vasquez: Fund DevelopmentJennifer Vasquez: Fund Development• [email protected]@shpe.org • Monique Ventura: Fund DevelopmentMonique Ventura: Fund Development• [email protected]@shpe.org• Barry Cordero: Acting CEO/Board Chairman Barry Cordero: Acting CEO/Board Chairman • [email protected]@shpe.org

waking giants: us latino's growing opportunity in philanthropy

Government & Nonprofit