The face of philanthropy is changing. The New Philanthropists are innovative, creative, and multi-generational; they have strong cultural identities, and they are ready to invest in causes, issues and nonprofit organizations. They are the future workforce, consumers and community leaders of Texas. According to Selig Center/Multicultural Economy Report, Hispanic/Latino ($181 billion), African-American ($72 billion), and Asian ($34 billion) buying power is well over $287 billion combined, creating a wealth of fundraising opportunities for organizations throughout Texas. In order for nonprofit organizations to remain relevant with these diverse populations, they need to understand, engage and create relationships with these communities. Learn ways to create meaningful relationships with the New Philanthropists. Gain greater understanding of their motivations, culture and giving patterns, while learning to identify influencers (individuals and groups), opportunities and barriers. Presentation notes from: Celeste Guzman Mendoza Chief Development Officer University of Texas Press cmendoza@utpress.utexas.edu 512-232-7605

1. Think you KNOW what your Latino donors think?
How about asking them.
Focus Groups Don’t Lie
Created by Celeste Guzman Mendoza
Chief Development Officer
University of Texas Press
cmendoza@utpress.utexas.edu
512-232-7605
A Few A-ha Moments
Latino Identity—I’m what??
 Check at the door any of your assumptions of the group or the
group’s cultural experience.
 Learn about the culture, and understand the nuances. For example,
we learned that the Central Texas Latino alum didn’t feel that their
campus experience was negative but some Latino alum that lived
outside of Texas did share some of the challenges they faced while
on campus.
 Research what other organizations are doing with Latino
philanthropy. There are resources such as Hispanics in Philanthropy
and the Latinos Fund Collaborative, as well as other studies online
that can provide you with historical information as well as ideas for
working with Latino donors. Who are the local organizations that
have it figured out?
 Listen to your Latino staff members and volunteers. Engage them,
they should be at the table when you are putting together your
materials or planning an event. Don’t be afraid to ask the hard
questions, “Will the Latinos who support us or who we want to
support us find this offensive,” “Do you think our materials are
exclusionary?” Create a safe, honest working space so these
questions can be asked and answered in a respectful way.
Perception of what is a “non-profit” and what isn’t and it has nothing to
do with 501©3
 Your history with the Latino community matters so if you have a
great history, then talk it up. If you don’t, then explain why this
time is different.
 Be aware that a group may perceive your organization in one way
and then your programs or an individual program in another way.
This is the difference between how some might see the University
of Texas at Austin in comparison to their specific college or school,
or department.

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2.  Be aware of your promotional materials: are they too slick? Are they
culturally astute?
Reasons why some of the focus group participants didn’t give
• No clear vision or mission
• Bad reputation, not trustworthy
• Weren’t thanked the last time they gave
• Don’t say where money goes
• Didn’t perceive entity as a charitable organization
• Organization seemed to by “trying too hard” or not genuine
Reasons why they did give
• Many of the older alumni set out a budget annually for their
charitable donations so connecting with them in the fall before they
do their annual budget is key.
• Some donors discuss their charitable intentions with their financial
planner so connect with financial planners and managers.
• Employer programs worked well (giving through work)
• Donor was invited to an event or asked to give by a friend or family
member
• Transparency -- Budget information, strategic plan and vision
• Specific information about how their money would be used
Focus Groups Steps
1. Decide on pool from which to recruit from
2. Select a space that is NOT affiliated with the nonprofit, a neutral
space. You want people to feel comfortable to speak their mind
100%.
3. Moderated by a professional who can guide the participants so no
one person gets to talk too much
4. Refreshments
5. Provide a goodie bag
6. Survey for participant when they arrive at the space
7. Questions for focus group
8. Attend focus group (behind glass door) and be ready to adjust the
questions for the group depending on who is in the room.
9. Transcription of focus group
What an entity like the Office of Survey and Research at UT or advertising
agency (pro bono) can do for you:
1. Recruitment
2. Co-create the survey tool and questions for the focus group
3. Moderate the focus group
4. Transcribe what was said during the session
5. Analysis
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