Non-profits, Foundations need Latino Donors to Make up for Existing Boomer Donor Base

Philanthropic organizations and nonprofits face a long-term challenge as most have a donor that is overwhelmingly made up aging Anglo Baby Boomers.  Their future is based on making themselves relevant to Hispanics as the fastest-growing demographic in a way that's relevant to them, says an article in MediaPost.

The article's author, Jose Villa, points out some facts that track with research and strategic marketing planning I've been involved with for non-profits and a major community foundation.  Specifically, that most Hispanics are generous in their giving, but do so in non-traditional ways and give to organizations close to them, such as a church.  Most have no family history or connection to charitable organizations and other nonprofit organizations.

Mr. Villa suggests a few ways philanthropic and non-profit organizations can start to make themselves relevant such as:

• Make your work (product, service, etc.) relevant to Hispanics (and other ethnic groups) and particularly young Hispanics. You may not have an“H” or “L” in your name (e.g., LULAC, HSF, NALEO, etc.), but you need to start to think and act like a Hispanic-serving organization.
• Make sure you hire and retrain staff who understand (and represent) younger Hispanics.
• Create opportunities for Hispanics to take leadership roles in your organization.
• Invest in understanding how to make your brand, marketing and communications inherently cross-cultural.
• You probably already have an existing Hispanic constituency. Identify it, empower it, and use them as your ambassadors, or “emisarios,” out to their large network of Hispanics.
• Make your organization digital at its core – live where young multicultural audiences live. Go where younger Hispanics are. That’s in social, mobile and the broader digital world.

The above suggestions are great, but they are largely tactical. What I suggest is that the first step be to stop talking about credibly reaching out to Hispanics make it a business imperative by getting buy-in from the leadership and the board.  Not much will happen without that, despite the best intentions of those in the organization.

Also, start with a plan.  Hire experts to develop a strategic marketing plan so that the entire organization is on the same page, and resources are allocated appropriately based on segments identified. Buy-in has to start at the top and permeate throughout the organization ... and everyone needs to be operating from the same plan.