Latino and Hispanic donors represent a growing and influential segment of the philanthropic landscape, especially within the context of higher education. According to Tempel et al. (2016), philanthropy among communities of color is deeply rooted in values such as family, cultural identity, collective success, and community uplift. “There is a growing recognition that the philanthropic sector can learn from long traditions of philanthropy in communities of color” (Tempel et al., 2016, p. 337) These values often drive giving patterns that prioritize immediate impact and visible community benefit, such as funding scholarships and student support services. A powerful example of this kind of culturally grounded philanthropy is the work of the Hispanic Association of Colleges and Universities (HACU).
Established in 1986, HACU serves as the national voice for Hispanic Serving Institutions and currently represents more than 500 colleges and universities across the United States, Puerto Rico, Latin America, and Spain. Through its advocacy, scholarship programs, and strategic partnerships with donors and corporations, HACU has played a vital role in improving college access, persistence, and graduation rates for Hispanic students (Hispanic Association of Colleges and Universities, n.d.). The organization exemplifies the giving patterns of Latino donors by focusing on student opportunity, educational equity, and representation in higher education.
Despite increasing Latino wealth and educational attainment, racial disparities in philanthropic funding persist. As Sullivan (2020) reported in The New York Times, nonprofit organizations led by Black and Latino individuals are often underfunded compared to those led by white counterparts, even when their outcomes are equally strong. This gap reveals the necessity of trusted organizations like HACU, which donors can rely on to amplify their impact while maintaining accountability to Hispanic communities.
Generational trends also affect giving behavior. Research by Kovic and Hansli (2018) found that Millennials, including a large number of U.S.-born Latinos, are just as interested in engaging with nonprofit organizations as earlier generations. They prefer transparency, impact-oriented giving, and mission alignment. These traits are reflected in HACU’s visibility and strategic communication, which includes scholarship opportunities, alumni success stories, and partnerships that focus on measurable outcomes for students.
According to Shaker and Borden’s (2020) thirty-year analysis of higher education philanthropy, donors today are more likely to give restricted gifts aimed at current student needs, particularly scholarships. Although overall giving from individuals has declined slightly compared to organizational support, Latino donors continue to contribute through both formal and informal networks. This includes supporting family members directly, contributing to churches and local education efforts, and investing in institutions like HACU that are aligned with their cultural and social values (Tempel et al., 2016).
Latino and Hispanic donors are highly engaged in education-focused philanthropy, driven by cultural values and a commitment to community advancement. HACU stands as a prime example of an organization that embodies these priorities and channels donor support into tangible benefits for students. As philanthropy becomes more aware of issues of equity and representation, recognizing and empowering Latino donor communities will be essential for ensuring inclusive and effective giving in the future.
References.
Hispanic Association of Colleges and Universities. (n.d.). About HACU. https://www.hacu.net
Kovic, M., & Hansli, N. (2018). Do Millennials care about NPOs? Intergenerational differences in attitudes towards nonprofit organizations. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 30(2), 1–15. https://doi.org/10.1007/s11266-018-0008-6
Shaker, G. G., & Borden, V. M. H. (2020, March). Trends and issues: Thirty years of supporting U.S. college and university philanthropy. Indiana University Lilly Family School of Philanthropy.
Sullivan, P. (2020, May 1). In philanthropy, race is still a factor in who gets what, study shows. The New York Times. https://www.nytimes.com/2020/05/01/your-money/philanthropy-race.html
Tempel, E. R., Seiler, T. L., Burlingame, D. F., Nathan, S. K., & Stanczykiewicz, K. A. (Eds.). (2016). Achieving excellence in fundraising (5th ed.). Wiley.