The Shift: How Nonprofits can Engage a changing U.S. population

3 11 2011

2011 is the year of The Shift. We’re seeing a lot of changes happening in Austin, throughout Texas and America. Unless you’ve been hiding under a rock, you know the population trends are changing in every community across our nation and forming the New America. An America that is younger, growing and more diverse. This year, with the support of TANO, Austin Community Foundation, Sooch Foundation and others, I’ve had the opportunity to launch Engage501 and connect with many nonprofit leaders across Texas and equip them with strategies that will help them build relationships with Latino and Multicultural communities that will ultimately create fundraisers, board members, volunteers and advocates within these communities. It’s been a great experience connecting with nonprofits, learning about their successes and areas where they need help, and I look forward to continuing the conversation.

Want to get started? Read my article on The Shift.

The Shift: What nonprofits can do to engage a changing U.S. population

By Mando Rayo

In case you’ve been under a rock, you should know that right now we’re on the verge of a major population shift, and your organization may not be ready.

The shift is this: According to the most recent Census brief, “Overview of Race and Hispanic Origin 2010,” both the Hispanic and Asian populations grew by 43 percent. Consider the fact that “America’s minorities account for an estimated 85 percent of U.S. population growth over the last decade” and more than half of the increase is due to the Latino population, which is now at 50.5 Million. (*U.S. Census) These numbers tell the story of a new America; America that is becoming more multicultural and interweaving our histories, traditions, cultures and people into a new nation.

To say that nonprofits aren’t ready for this shift implies that nonprofits don’t already engage this population, at least not as donors, board members, volunteers and advocates. For many nonprofits, it’s hard to visualize more minorities on this side of the table. But at the same time, we must also questions whether we’re serving these populations as best we can. If we’re not connecting with those who can help us, why would we assume we’re reaching all of those who need us?

This is not an obstacle, it’s an enormous opportunity.

By engaging and building trust with Latinos, African-Americans, Asians and all diverse populations, nonprofits stand to benefit from authentic leadership on their board that goes beyond tokenism, fundraising opportunities that have gone untapped by mainstream organizations, increased awareness and engagement with services, programs and volunteer activities and relevance in a growing multicultural America.

In order for nonprofits to truly achieve their missions, they need diverse insights, perspectives, influence, connections, fundraisers, and advocates and by engaging and creating meaningful relationships with these communities, we begin to improve all communities across America.

As we know when we build trust with volunteers and donors, they are more likely to give even more of their time, talent and treasure. A few fundraising examples include $1 Million raised with low wage workers through United Way and local grocer-HEB, $125,000 raised through what might be the first Hispanic giving circle in the country, FuturoFund Austin and nationally, $4.7 Million raised with a Spanish radio telethon with Univision and St. Jude’s Hospital.

Now let’s get practical. What can nonprofits do now to engage with these multicultural communities? Here are some suggestions:

Start today. You don’t have to have a perfect plan, you just to do it; reach out and be authentic in your approach.

Connect with the culture. When you understand and honor peoples’ culture, traditions and histories, you get closer to building trust and connecting with them in meaningful ways.  Take time to understand peoples’ backgrounds, experiences and motivations. Remember, multicultural groups are not monolithic.

Build relationships. If you’re looking for board members, build relationships with formal and informal leaders from these communities. Don’t just go with the usual suspects, reach out to new and upcoming leaders. Connect and collaborate with cultural groups and organizations that are deep-rooted in these communities.

Be a resource. Think about how your organization can be a resource to these communities. Take time to understand their needs, wants and aspirations. It’s about meeting their needs, your organizations’ needs and meeting in the middle or reaching the sweet spot. Once you hit the sweet spot, you can move forward together.

Understand your market. Be clear on whom you’re trying to engage and the best strategies to reach them. To reach young professionals, use leadership opportunities, social events and online networks; to reach families, be flexible and utilize family friendly activities and to reach new immigrants, utilize church networks and Spanish language media.

Make your organizational brand multicultural friendly. Show the diversity of your organization, leaders and people you serve through your marketing materials. It’s important to balance how you showcase the people you serve and your organization’s leadership; show how multicultural communities are contributing to your mission; don’t just show them as recipients of services. Understand that your organization might have to go through a change to become more multicultural friendly. You might have to implement changes in your board structure or in how you deliver your services.

Go to the people. It’s an age-old approach that works. Find out where people formally and informally gather. Sometimes it’ll be online via social networks and other times it’ll be at local community center or church. At first they’ll ask “what are they doing here” and as you build the trust, they’re going to be asking “why aren’t they here?”

Be committed. Show up often and when it matters. Be committed for the long-haul and show you have their best interest at heart. Don’t just outreach; engage people in the process. Be authentic and show that you care and you’ll be on your way to recruiting the biggest advocates with these communities.

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Mando Rayo is vp of engagement at Cultural Strategies and board member and founder of Engage 501, a multicultural engagement initiative at Texas Association of Nonprofit Organizations (TANO).





RISE Multicultural Series: 60+ Latino, African-American, Asian Innovators y mas!

3 03 2011

RISE Week is right around the corner, March 7-11 and the Multicultural Series is in full gear, representing entrepreneurs from all walks of life! The RISE Multicultural Series showcases the often missed diversity of the Austin entrepreneurial sector. Through this series, we’re ensuring that all ideas, perspectives and experiences are at the table. We have over 60 sessions in the series that range from start-up to nonprofit and social media to basic business essentials en Español! We did not do it alone though. We had the support of RISE leadership, Cultural Strategies, sponsors and community partners. Take a look at what’s in store for the 2011 RISE Multicultural Series and sign up for session or two!

Sponsors

 

 

 

 

 

 

Partners

Mex Net Alliance (also sponsor of the Multicultural Series VIP Reception)

TiE Austin

Economic Growth Business Incubator

Minority Start-up Association of Texas

Soul Citi

Austin’s Black Newcomers Association

Austin Asian Chamber of Commerce

Urban Life and Style Magazine

National Society of Hispanic MBA

Asian American Chamber of Commerce

Multicultural Series sessions:

David Ansel: The Soup Peddler: A Real Life Bootstrapped Brand Story

Shetay Ashford: Taking the Plunge into the World of Social Entrepreneurship!

George Barlow: Real Estate Franchising and the Paradigm Shift

Bettina Bennett: What they don’t teach you at university about being a successful entrepreneur

Elizabeth Bert: Social Intelligence: Essential Skill for the 21st Century Workplace

Cindy Casares: How to manage bloggers including yourself

Chin Chang: Building a united website

Jorge Chavez: Sales Management for Private Business Owners

Sreekanth Chintala: Weekend Entrepreneur

Magaly Chocano: Marketing your business in the mobile landscape

Adil Dalal: Power of Visualization for Leaders

Keisha Dirkson: Experiencing the power of networking

Kai Dupe: The Road Less Traveled: Important routes to entrepreneurship that should be explored

Helena Escalante: Prosperity and abundance mindset for the entrepreneur

Manuel Escobar: The basics of business and corporate law for entrepreneurs

Lisa Goddard: Mapping the Un-mappable: Using infographics to inspire social change

Ricardo Guererro: How to use social media effectively for your business

Manish Gupta: Social Entrepreneurship: Doing Good is good business!

Hopeton Hay: African American Entrepreneurship: Learning from the Past, Building for the Future

Victor Henry: Commercial Leasing from the Tenant’s Perspective

Elias Hermida: Que Necesito saber antes de poner un negocio?

Diego Huerta: Do everything with Nothing

Paula Hui: Building your business through community involvement

Gopal Krishnan: Progressive building of organizational capabilities in line with a company’s growth

Victor Landa: Building from the market sweet spot: How finding your niche is half the battle

Zakiya Larry: Avoiding the ‘Deer in Headlights’ Syndrome: Media Training

Vid Luther: How to hack your startup without writing a single line of code

Elijah May: Just Crazy Enough to Work: Non-traditional marketing strategies for non-traditional results

Juan Carlos Mercado: Tips for Making, Keeping Business Resolutions

Eli Mercer: Opportunities and Trends in Hispanic Entrepreneurship

Quamrul Mina: Building a cloud-based Online/OnDemand TV broadcast platform

Thomas Miranda: Innovation – What’s the Big Idea

Jette Momant: Socialize and localize your business

Martin Montero: Ingredients for social innovation ecosystem

Sonia Mukherjee: Balancing on a high wire without a Corporate Safety Net: Transitioning to Entrepreneurship

Jennifer Navarette: Business on the Go: Smartphones, iPads and Apps, OH MY!

Roy Nieto: Lessons Learned from an Inc. Magazine Fast Growth Company

Monica Peraza: The Passion test for Entrepreneurs

Edie Phillips: Make Good Credit A Reality: Don’t Let Your Past Determine Your Future

Elizabeth Quintanilla: How and why be a Certified as a Minority, Woman or Disadvantage Owned Business?

Subramanian Rama : Bootstrap Ideation

Leo Ramirez: The changing face of philanthropy

Pablo Reyna : What is this cloud stuff?

Luis Sandoval: Diversifying your integrated media strategy

Evelina: Solis: Speak Up, Move Up: Public Speaking for Today’s Professional

Jeremy Solomons: Thriving as an independent entrepreneur

Vysali Soundararajan: Negotiating Fundamentals

Boyd Stephens: The Incredible Secret Money Making Machine – REDUX

Masudi Stolard: 12 Steps to Becoming an Entrepreneur

Binitha Surendran: Impact of Globalization – Entrepreneurship and Philanthropy

Carla Thompson: But I’m Just a Girl: How You Can  I Help Change the Conversation around Women Entrepreneurs

Teo Tijerina: Entrepreneurship Roadmap

Nicole Torres-Cooke: The Strategy of Being Social Online

Rebecca Trevino: Women Want More: How to Capture Your Share of the World’s Largest Emerging Market?

Raquel Valdez: When to buy, How to buy

Alberto Vargas: Need a new business or product idea? Try value innovation

Jikku Venkat: Product Development & Technology Innovation in a Startup Environment: Doing it Cost-effectively

Joseph Villarreal: Lessons Learned: Going from a Product Retailer to a Service Model

Juliet Walker: African American Entrepreneurship: Learning from the Past, Building for the Future

Lonnie Woods: Non Profit Management & Leadership. Building sustainable, successful and high performance Non-Profit







RISE Multicultural Entreprenuers Series

24 02 2010

Imagine yourself being surrounded by creative ideas, innovative people and the inspiration to work on something your passionate about! Yeah, that’s pretty much where I’ve been in the last two months. I’ve been engaging, reaching out, brainstorming and connecting with Austin’s most talented and creative people, and now you get to experience that with the RISE Multicultural Entrepreneurs Series. The series is part of the 2010 RISE Entrepreneurship Conference that takes place next week, March 1-5th. RISE is a conference for entrepreneurs by entrepreneurs; it is intimate, relevant and inclusive. And it really is inclusive! I’ not just saying that because I happen to work on the project, well, maybe I am. The Multicultural Series brings entrepreneurs from different communities including Latinos, African-Americans, Asians – South Asians y mas. We have 60+ session hosts kickin’ real world knowledge via social media, start-ups, marketing, philanthropy, politics, life lessons and culture. I’m so appreciative for having the opportunity to work with these amazing people.

Ready to engage in learning and building relationships? Sign up at www.riseaustin.org for sessions in the Multicultural Entrepreneurs Series.

2010 Multicultural Entrepreneurs Series session highlights

Can Political Engagement Help Your Business Succeed?

Ann del Llano, Southern Shift

Think Like a Banker

Piensa como un banquero

Anna Sanchez/Luisa Gavino Martinez, Wells Fargo

Best Bet: Why You Should Go All-In With Content Marketing

Ben Van Horn, Talk Back Media

Create and Hustle: How to make it as a grass roots promoter

Brandon Badillo, Bembe Entertainment

Media Incubator 2.0

Carl Settles, Texas Diversity Council

YouFM: Podcasting your Business and Yourself

Social Media en Español: cual es el punto?

Carlos Borberg, Pyrat Republik

You don’t know me but you should!

How to Use Public Relations Tools to Build and Manage Your Personal Brand

Christine Moline, Jane Doe Ink

Blogging for Cash and Prizes: How I left corporate America and got to work in my pajamas.

Cindy Casares, Guanabee Media

Don’t Quit Your Day Job: And Other Fairy Tales My Mother Told Me

Dr. Moe Anderson, TyMAC Books

Las 5 Lecciones de como atacar el mercado hispano (Para organizaciones y empresas)

Elias Hermida, 1800Hispano

What Makes Marketing go Viral

Elijah May, Encompass PR

From Strangers to Community

How and Why be a Certified Woman Minority Owned Business (WMBE) and DBE Elizabeth Quintanilla, EQ

How to launch a trans-national services business using social media and bi-lingual skills

Cómo lanzar un negocio trans-nacional usando los medios sociales y tus habilidades bilingues

Fernando Labastida, Latin IT Marketing

The Marketing Investment

La Inversión en Mercadotecnia

Frank Garza, Vamos Marketing

Eight Points

Gary Hoover, Herb Kelleher Center for Entrepreneurship/UT

Como Iniciar Su Propia Empresa

Helena Escalante, All Things Mexico

People Over Process: An Approach to Small Business Hiring and Partnerships

Jason Villarreal, Villa Consulting Group

Stay lean, stay multifaceted, stay in business – An introduction to a freelancing, self employed and entrepreneurial mentality

Jay B Sauceda, Photographer

Hacking Online Cultures with Offline Behaviors: How to Turn Negative Feedback into Cheerleaders

Jennie Y. Chen, MisoHungry, Keep Austin Dog Friendly, Austin Drive Clean

Social Media Jam: A Hands-On Experience

Jennifer Navarette, Social Media Consultant

Cultural Competence: Leading diverse teams and engaging clients across cultures

Jeremy Solomon, Jeremy Solomon & Associates

Building a Solid Foundation – Liability Issues Facing All Small Business Owners & Entrepreneurs

Jerry Rios, Law Office of Jerry Rios, P.C.

Marketing to the Federal Government

Joyce Scott, Superb Speakers and Trainers Bureau

Entrepreneurship for Baby Boomers

Juan Carlos Mercado, 360 Solutions

Social meets Media: How today’s collaborative technologies are shaping the future of media.

Juan Garcia, New Media Producer, The University of Texas

The Changing Face of Philanthropy

Leo Ramirez, MiniDonations

Cause Related Marketing: How to incorporate your community and nonprofit collaboration into your marketing strategy

Lisa Goddard, Capital Area Food Bank

Building a Visible and Profitable Brand Online

Luis Sandoval Jr., Brand Evangelist/Speaker/Media

The First 2 Years: From Ideas to a Funded, Viable Start-up

Manoj Saxena, IBM Global Business Services, Vice President and Global Solutions Leader

Essential tools to start a social enterprise. (a practical workshop)

Martin Montero, SOLVE L3C

Twitter? Who has time for Twitter?

Maura Thomas, Regain Your Time

Trick or Tweet – Taking the Scary Out of Using Social Media to Promote Your

Food Business

Michelle Cheng, Whitehurst, Harkness, Brees & Cheng, P.C.

Passion Test for Entrepreneurs

Why Vanilla is the best thing in the World

Monica Peraza, MexNet Alliance

Latinas Want More: How to Market to this Growing Segment & Why It Matters!

Rebecca Trevino, Dell

Stwittergy

Ricardo Guerrero, Stwittergy

Lights.Camera.Business

Rich Vasquez, David Neff, Aaron Bramley, Lights.Camera.Help

How to promote your company through PR

Roberto Hernandez, LatinWorks

Design Your Value Proposition to Separate Yourself from Competitors

Roy Nieto, SureScore, Educational Consulting

Social Media Marketing Lessons Learned from Politics

Shaine Mata, Shaine Mata & Associates

From Idea to Product in 60 minutes

Subramanian Rama, Intel Corp

Subliminal Branding: Make It Work for You. 7 Tips to Branding Success

Tina Balderrama Kubicek, B.S., M.Ed., Ph.D., Author, Speaker, Consultant








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