Latino Philanthropy in the United States By Juan Calixto, CFRE Mujeres Latinas en Acción

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Marketing and research firms specializing in the Latino market have been busy since the 2000 United States Census data revealed the Latino population has reached 35.3 million people, representing 12.5% of the U.S. population. Over the past year, news headlines such as “Gatorade Specially Formulated for Latinos” on DiversityInc.com demonstrate corporate America’s desire to reach Latino consumers. Currently, Latino purchasing power is estimated to reach $450 billion and is projected to increase annually, faster than all other ethnic groups, according to the Association of Hispanic Advertising. This knowledge serves as a wake up call to nonprofits that have yet to consider Latinos as potential donors. Fundraisers can tap this potential resource by following basic prospect research techniques. Know your audience. Get them involved. And, follow through with good stewardship.