How to Raise Money From Hispanics

Hispanics reflect a vast array of national origins and experiences. Don’t treat this demographic as a monolith, says Raquel Donoso, executive director of the Latino Community Foundation in San Francisco. “The more you understand the diversity of experience,” she says, “the better you can target fundraising messages.”

Focus groups can provide a wealth of information and can identify issues and causes that will appeal to potential Latino donors. Small facilitated conversations can also reveal how much knowledge potential donors have about philanthropy.

Organizations that want to reach Latino donors should start by diversifying their staff or leadership to include Latinos. And don’t stop with just one leader, says Yolanda Quesada, managing director of the Latino Community Foundation of Colorado. “It takes time and effort,” she says, “but diversity is so important to getting buy in” from Hispanics and other minorities.