This is the third interview in this month’s series celebrating the leadership of Hispanics in the nonprofit sector. I’m profiling several nonprofit leaders who I admire for the impact they make on their communities every day. You can check out all of the interviews in the series here.
Meet Armando Rayo, Director of Community Engagement at United Way Capital Area, Austin
Armando Rayo is the VP of Engagement at Cultural Strategies and Director of Community Engagement at United Way Capital Area/Hands On Central Texas in Austin, TX. In this candid interview, he shares his path into the nonprofit sector and his ideas for how we can move forward in doing the work of social change.
Age (or what generation you belong to)
I’m 37, Gen Equis!
City, State where you live
Austin, TX
How did you make your way into the nonprofit sector?
Like most people, I just landed in it. I always cared about the community and volunteered and when a job opened up at United Way, I applied. Been there for 13 years and really found my calling working with diverse communities and getting people mobilized in the community.
What is your current position and day-to-day work?
I am the director of community engagement at United Way Capital Area and v.p., engagement at Cultural Strategies. I develop and implement community engagement and multicultural engagement strategies that inspire people to become involved in the community, from grassroots to social media. I work with volunteers, nonprofits, churches, businesses, entrepreneurs and everyday people that want to do something to help their community. In my day to day, I develop new and innovative ways to engage people in the community through implementation of community engagement programming including LIVE UNITED Film Series, Latino Engagement Initiatives, Days of Service, Volunteer Leader and Nonprofit trainings. In my role at Cultural Strategies, I help nonprofits understand and reach out to Latino and Multicultural communities through communication strategies, campaigns and developing volunteer and board strategies that will make organizations more inclusive and relevant to these communities.
What is your educational background and area of expertise?
I specialize in building capacity & creating change with a focus on Hispanic Engagement, project management, leadership development & social innovation. I have over 13 years experience and expertise in community engagement, volunteerism & social media, and have developed innovative engagement strategies (grassroots to social media) & multicultural programming for many nonprofits & businesses including, United Way Capital Area, MPower Foundation/RISE, Hahn,TX, Lance Armstrong Foundation, Goodwill Industries of Central Texas, CASA of Travis County, OneStar Foundation & Active Life Movement. I develop and facilitate nonprofit capacity building trainings at local & national conferences that have included United Way Worldwide, Points of Light Institute/Hands On Network, OneStar Foundation, United Neighborhood Centers of America, Keep Texas Beautiful and Gov 2.0. Because of my role and expertise in the community, I have been fortunate enough to be sourced in the The Chronicle of Philanthropy, NPR’s MarketPlace, The New York Times, Austin American-Statesman and Austin Monthly.
The Chronicle of Philanthropy has reported that 82% of nonprofit CEOs are white. What does that mean for Latino leaders and other people of color who aspire to leadership roles in the future?
I think there’s a lot of opportunity! Latinos should embrace the opportunity to work and serve the nonprofit sector and open doors so more Latinos can participate in the sector and the greater community. I also think it needs to happen within the sector – nonprofits need to engage more Latinos, build real, authentic relationships with Latino communities and engage them as volunteers and board members.
What would you like to see changed in the nonprofit sector? How can we take action to implement that change?
By 2050, 132.8 million Hispanics will live in the U.S., making Hispanics the largest ethnic-minority in America. The new America is a “multicultural America” and that change needs to be reflected in the nonprofit sector in order for it to stay relevant. I would like to see nonprofits engage more Latino and multicultural communities to serve in leadership capacities such as volunteers, board members and advocates.
The following are some ways nonprofits can start connecting with Latinos in their communities…
Relationships
Building relationships with Hispanics is not much different than building relationships with other groups. When you build authentic relationships with Hispanics, treat them as valued stakeholders and keep their needs in mind. Once the trust is built, they will support you and open doors for you and your organization. Keep in mind that we like our platicas so get to know us first before you engage us in the business at hand.
La Cultura
Hispanics are as diverse as the American melting pot; we have varied traditions and experiences. One thing we have in common is that we value culture; and not one culture fits all. Hispanics born and raised in the U.S. will have different experiences from newly arrived immigrants from Mexico, Central or even South America. A Latino living in Los Angeles will have different cultural traditions from other Latinos living in Miami, Houston and yes, even Akron, Ohio.
Go to la gente
Find out where Latinos live; where they gather and go to them. Hispanics live in rural and urban areas, Latino neighborhoods and they gather in places they trust. Do some research, show up and start building relationships.
Collaborate
Forge relationships (notice a common theme?) with organizations deep-rooted in Hispanic communities. Learn from organizations that were founded in Latino communities and ones that have built trust with this population (i.e Hispanic professional groups, Catholic Diocese, LULAC, El Concilio, NCLR, etc.)
Be a resource
It takes two to form the relationship. Nonprofits have needs and so do Hispanics. Take the time to listen & understand what the needs, wants and aspirations are for Hispanic communities. Ask yourselves, “How can I be a resource for Hispanics in my community?” By helping and being a resource, you’re showing that you care about this community and you’ll create advocates along the way.
You can follow Armando on Twitter @elmundodemando







