1. Hispanic Philanthropy
And Leadership
Presented by:
Priscilla G. Cortez, The Cortez Insurance Agency
John-Michael V. Cortez, Capital Metro
Armando Rayo, Cultural Strategies

2. 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

3. 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

4. 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.

5. Barriers or Opportunities?
• Hispanics are very diverse.

6. 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

7. 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.

8. The good news

9. 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

10. 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.

11. 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.

12. Our Experiences

13. 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.

14. 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

15. 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.

16. 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.

17. 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.

18. 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.

19. Strategies - Engagement
• Connect with the people & the culture.
• Build relationships.
• Be a resource.
• Understand your market.
• Make your organizational brand multicultural friendly.
• Be committed.

20. THANK
YOU!
QUESTIONS?
FuturoFundAustin@gmail.com
arayo@cultural-strat​egies.com