According to the Diversity in Giving study, over half of Hispanic donors are men (57%), whereas 43% are women. Hispanic donors are the youngest of all groups and the most likely to have children in their households. In contrast to other groups, Generation X is the largest giving generation among Hispanics, comprising 33% of all donors, followed by 30% of Boomers, 30% of Millennials, and 7% of Matures. A look at indicators like income reveals that Hispanic donors are more likely to be lower or middle income, with 45% of all givers reporting household incomes below $50,000 per year.
Similar to other groups, Hispanic donors list religion as a significant philanthropic motivator. 45% of Hispanic donors cited their place of worship first among all nonprofit categories that they support. Additionally, Hispanic donors give a larger percentage of their annual income to church and religion than donors overall.
Giving Priorities and Engagement
Among the nonprofit categories that they support, 45% of Hispanic donors are likely to cite their place of worship first. Other categories favored by Hispanic donors include children’s organizations (40% of Hispanics supported), health organizations (31%), and social service organizations (30%). Hispanic donors were marginally less likely to give to either health or local service organizations than donors as whole.
Compared with the overall donor universe, Hispanic donors are significantly more likely to give spontaneously; 52% of Hispanics reported that most of their giving was spontaneous and based on who asked or pulled at their heartstrings. Similar to African American donors, Hispanics reported that they would support more nonprofits if asked more often—18% of Hispanics said so, compared to 9% of donors overall. Additionally, 21% of Hispanic donors said that they would support more nonprofits they care about, compared with 10% of donors overall.
And, in comparison to donors overall, Hispanics were less likely to say that they have an idea of which nonprofits they will give to each year (57% compared to 79% of donors overall) and were also less likely to have an idea of how much they would budget for nonprofits each year (39% of Hispanics compared to 56% of donors overall). Overall, Hispanics are moderately less likely to use traditional giving channels, like giving via an organization’s website or giving in response to mail appeals. Among all groups, Hispanics are the most interested in hearing more from nonprofits, providing opportunities for organizations to tweak their engagement strategies.