How to Win A Philan-Trophy

How to Reach out to the U.S. Hispanic Population for Nonprofit, Philanthropic Efforts

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The Exchange

In 1492, Columbus sailed the ocean blue.  This little rhyme learned by most school age children is the beginning of a nation changing Columbian Exchange that brought animals, culture, diseases, ideas and even religions among many more large scale contacts.  What does this have to do with the Hispanic population being one of the largest U.S. minority group and source of charitable giving? 

Close Knit Ties

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As a repercussion from the Spanish Inquisition, the Hispanic community has not always been so giving and has more so been doubtful of large philanthropic efforts.  From that point on, donations within and from the Hispanic population remain close knit to their family’s beliefs.  Henry Ramos, author of Latino Philanthropy: Abriendo Caminos, found that the Hispanic community has had a long-standing tradition of giving, which is generally done through organizations or causes that are close to the hearts of individuals.  Informal giving has been a strong value of the Latin American community for more than 500 years; however, Latinos are less accustomed to organized giving through nonprofits and philanthropic organizations. 

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How can an individual or an organization reach out to the Hispanic community? It is best to note this finding by Brooks Carter, and Marx from Hispanic Charitable Giving: An Opportunity for Nonprofit Development: Logistic regression analyses indicated that Hispanics were eight times more likely to donate to human service organizations when using payroll deduction. In addition, Hispanics who were solicited for a donation by telephone were twice as likely to make a donation to educational organizations as Hispanic donors not solicited by phone.  This fact in itself shows the power that call centers have in helping organizations.  It is just a matter of reaching out to your desired population and having someone available to interact with them.

Us and Them

Acculturation to society—regardless of an individual’s background—requires a complete knowledge and a step by step learning process of how the land, and their people came to form a culture.  Understanding this primary foundation allows an individual to understand charitable giving.  In that same manner, Kari Pardoe, author of Hispanic Philanthropy, found that it is fundamental to understand the way the Hispanic community views history, education, art and culture as juxtaposed against the mainstream view of American culture and societal warms. Only after understanding their heritage and what is important to them will foundations be able to successfully begin to develop relationships. Also important to note is that Latino donors typically respond most favorably—although not exclusively—to appeals that promotes Latino community institutions and advancement. 

Education, an open mind, and a desire to understand and undertake is the key to a successful campaign.