1105 North Lamar Austin, Texas 78703 v/f (512) 501-4971 site: www.cultural-strategies.com blog: www.hispanictrending.net

l a t i n o m a r k e t i n g & c o m m u n i c a t i o n s

The New Philanthropists: Fundraising with Diverse Communities

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The  Opportunity!  

 Authen0c  Leadership  that  goes  beyond  tokenism  

 Fundraising  Opportuni0es  that  have  gone  un-­‐tapped  

 Increased  Awareness  to  and  relevance  in  a  growing  mul0cultural  Texas  

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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.

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Engagement

• Values

• Principles

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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.

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AUTHENTICITY Being true to yourself and to your community; commitment to your character.

Essential elements • Engage with honesty • Let words and actions reflect the reality of others • Genuinely listen to the community • Have the community’s best interest at heart • Seek to understand • Walk the talk

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INNOVATION Always learning; being creative and finding new solutions to problems.

Essential elements • More than thinking out of the box • Be inclusive • Be relevant • Be culturally aware • Fill the void • Connect the dots • Understand the big picture and the small picture • 99% perspiration and 1% inspiration

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COLLABORATION Bringing people together; working together for the common good..

Essential elements • Know and understand the community landscape • Understand the strengths and challenges of the community • Know the people invested in the issues • Know the formal/informal and thought leaders • Seek to collaborate rather than compete; to enhance rather than reinvent.

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Principles

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.

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Think you KNOW what your donors think?

How about asking them.

Focus Groups Don’t Lie

Celeste Guzman Mendoza

Chief Development Officer

University of Texas Press

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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

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Doors

Family

Culture

Faith

Ayuda al Projimo

Family

Church

Work

School

Activities

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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

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Latino Profile: Professionals

•  Family

•  Leadership development

•  Education

•  Investors

•  Value inclusion

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Latino Profiles: Tejanos

• History

• Community connectedness

• Rally around Tejano heritage and music

• Acknowledgement

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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

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Latino Profiles:

Mexican Nationals

• Business Entrepreneurs

• Sense of Security

•  Isolated

•  Educated

• Affluent

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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

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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 doesn't mind indulging on price when the quality is there

•  Trilingual - English, Spanish and Spanglish

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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.

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Resources Latino Philanthropy Literature Review http://www.philanthropy.org/programs/literature_reviews/latino_lit_review.pdf A comprehensive look at Latino philanthropy in the U.S., that includes historical

information about some of the major Latino communities in the U.S., reasons Latinos give to nonprofit organizations, and a list of some of the nonprofits that receive the most funding from Latinos.

Latino Philanthropy: Expanding U.S. Models of Giving and Civic Participation http://www.cof.org/files/Documents/Publications/Cultures_of_Caring/latino.pdf

ORGANIZATIONS DEDICATED TO THE STUDY AND ENHANCEMENT OF LATINO PHILANTHROPY

Hispanics in Philanthropy Online http://www.hiponline.org/home/about+hip

National Latino Funds Alliance http://www.hispanicfederation.org/index.php?

option=com_content&view=article&id=42&Itemid=75

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Q&A

Armando Rayo vp, engagement Cultural Strategies www.cultural-strategies.com arayo@cultural-strategies.com www.MandoRayo.com 512-785-0447