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Ask Latinos for donations and you shall receive

Latinos and African-Americans are underrepresented in the philanthropy universe and charities are losing big revenue by ignoring minorities, according to a…

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Latinos and African-Americans are underrepresented in the philanthropy universe and charities are losing big revenue by ignoring minorities, according to a report titled “Diversity in Giving,” published February by Blackbaud, a global provider of software and services designed specifically for nonprofit organizations. 

Nearly three-fourths of donors today are non-Hispanic Whites, despite the fact that Whites make up only 64 percent of the population. 

A total of 73 percent of donations comes from Whites, compared to 11 percent from Latinos, 9 percent from African American and 5 percent from Asian Americans.

“The under-representation of African-Americans and Hispanics suggests that organized philanthropy is not doing an adequate job of engaging non-White communities”, reads the report. “Fundraising in the 21st century will require a differentiated approach tailored to the interests, values, and traditions of the many rather than a one-size-fits-all approach based on the interests, values, and traditions of White Americans”.

Regarding the profile of the Latino donor community, the report fund that:

  • Latinos are more likely to make a donation spontaneously when something pulls an emotional string.
  • Latinos are the youngest of all groups and most likely to have children, and to show a strong commitment to children’s causes.
  • Latinos give larger percentage of income to church than donors overall. 
  • 57 percent of Latino donors are male and 43 percent are female.
  • 55 percent of Latinos say they prefer appeals in English.
  • 45 percent of Latino donors report household incomes below $50,000 a year.

The report also suggests that “the most successful nonprofit organizations will realize that to attract and maintain a diversified funding base will require that their boards, staff, and programming also be diverse.” 

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