engaging hiSpanic/latino communitieS in Your Ymca - YMCA of ...

Strengthening Inclusion:
Engaging
Hispanic/Latino
Communities in
Your YMCA

Contents
Introduction 3
Project leader:
Lynda Gonzales-Chavez
Writer:
Christine Parsons
Developmental editor:
Elizabeth Fleck
Managing editor:
Donna Donato
Copyeditor:
Pam Price
Communications manager:
Erica Hess
Design manager:
Wendy Currie
Designer:
Yoshiki Araya
Proofreader:
Sharon Honaker
Copyright 2008 YMCA of the USA
230818 9/08
In Perspective 5
A growing population, for hundreds of years 5
Origin and culture 6
Location 6
Age 7
Family 8
Citizenship and language 9
Health 10
Education 11
Economic indicators 12
Community contributions 13
Conclusion 13
Making the Case 14
Strategies to Strengthen Inclusion 15
Strategy 1: Mobilize a committee to steer planning 16
Strategy 2: Get to know the community 17
Strategy 3: Prepare the organization to serve 19
Strategy 4: Develop targeted programming 21
Strategy 5: Market and reach out to the community 24
International Y-to-Y Partnerships 25
Measuring Success 26
Analysis, action, and dissemination 27
Resources and Links 28
Appendixes 29
Potential community partners 29
Create a community profile using census data 30
Sample survey for Latino members 31
Glossary of terms related to Hispanic/Latino communities 32
Works Cited 34
2
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

Introduction
Notes
About this resource
Hispanic/Latino families and communities in the United States are incredibly diverse. Strengthening
Inclusion: Engaging Hispanic/Latino Communities in Your YMCA is a resource developed with great
consideration of this extensive diversity. It presents an adaptable framework to initiate or expand your own
YMCA engagement strategies. This guide is intended to foster reflection, ideas, dialogue, and collaboration
that will lead to increased participation of Hispanic/Latino communities at all levels of your YMCA.
YMCA of the USA (Y-USA) promotes building community among the diverse and global constituencies
or populations in the United States and abroad through innovative strategies that leverage the YMCA’s
international network. The meaningful engagement of newcomers and immigrants in the YMCA is central
to the YMCA of the USA International Group’s chart of work. In late 2005, YMCA of the USA created a
resource titled Strengthening Inclusion: Engaging Newcomer and Immigrant Communities in Your YMCA.
The resource and the accompanying workshop have been successfully used by hundreds of local YMCA
staff and volunteers who are responding to changing demographics in their communities.
After reviewing the resource and the workshop, the YMCA Hispanic/Latino Leadership Network approached
Y-USA about the need for a resource specific to engaging and serving the growing numbers of
Hispanic/Latino communities in the United States. The network is composed of Hispanic/Latino YMCA
professionals from across the country who are committed to genuine and meaningful engagement of
Hispanics/Latinos in the YMCA. The International Group responded by reaching out to YMCAs across
the country that had implemented strategies to increase the involvement of Hispanics/Latinos in their
associations. Y-USA also tapped its long-standing relationships and experience with international YMCA
movements in the home countries of many of today’s Hispanic/Latino immigrants. YMCAs in Mexico and
Central America provided valuable cultural and socioeconomic context to this issue.
This resource, which draws upon these multiple sources of experience and knowledge, is best understood
when accompanied by the companion workshop that is available for local YMCAs through the
Y-USA International Group. The hands-on, participatory workshop addresses national trends, explores
local solutions, and outlines strategies to develop each association’s unique response. For more information
about the workshop and for other resources that address Hispanic/Latino engagement in the YMCA,
contact the International Group at 800-872-9622.
Success requires strategies
It is critical for each YMCA to develop its own unique approach to engaging its local community. Again,
this guide is meant to be adapted to the local YMCA context. Just as no two communities are the same,
there is no one-size-fits-all approach to engaging Hispanic and Latino communities. However, there are
strategies that the YMCAs interviewed for this resource found more effective than others. These strategies,
which are outlined in “Strategies to Strengthen Inclusion,” include getting to know your local community
and building relationships with Hispanic/Latino leaders. While these strategies have taken shape differently
among YMCAs that have found success in engaging their Hispanic/Latino constituents, the Ys all
applied the strategies consistently.
YMCA of the USA 3

INTRODUCTION
Notes
Understanding terminology
Hispanics/Latinos may be of any race. The terms Hispanic and Latino refer to ethnicity and are two
of the many terms used by these diverse communities. Many Hispanics/Latinos refer to themselves
based on their family’s national origin, such as Mexican or Mexican-American. Those who are not
newcomers to the United States may simply refer to themselves as American. The Latino communities
that your YMCA serves may have a preference for terminology, and it is important that they be included
in identifying the terminology that your Y adopts. You will see both terms, Hispanics and Latinos, in this
manual. These terms mean different things to different people; our goal is to maximize inclusion. Briefly,
Hispanic refers to any Spanish speaker, including people from Spain. The term Latino is more relevant to
our purpose here because it describes people from Latin America (i.e., Mexico, Central America, South
America, and the Caribbean), who constitute the majority of growth in U.S. communities. However,
the U.S. government includes both groups under the term Hispanics in statistical research such as
census reports. In cases where we use those statistics, you will see the term Hispanic. Otherwise, we
are using the term Latinos since it is most inclusive for our purposes. Again, please use the terminology
most appropriate for your YMCA community. For more on common terms used by Latinos or to refer to
Latinos, see the overview of related terms in the appendixes.
Another distinction in this guide is the emphasis on Latino communities. This reflects the significant
diversity among these populations in the United States. As you’ll read in “In Perspective,” some Latinos
are newcomers and some are not. Newcomers are those born outside of the United States. While many
Latinos in the United States trace their ancestry to Native Americans or to Spanish colonization, their
families have resided for centuries in areas which ultimately became U.S. states such as California,
Arizona, New Mexico, Colorado, and Texas. The Latino communities you serve may include people
whose families have lived in the United States for hundreds of years as well as newcomers to this country.
They are from distinct cultures, including Mexican, Puerto Rican, Cuban, and many others. One of the
important steps your association will need to take is to get to know the different Latino communities in
your service area and understand their unique cultures, needs, and interests.
The need for action
YMCAs are community-based organizations. As communities change, so too must YMCAs to meet their
mission. This has happened consistently throughout the movement’s history. Today’s communities are
seeing growing populations of Latinos, sometimes at remarkable rates. If your YMCA’s community has
little or no Latino presence today, current trends indicate you could see that change in the coming years.
Indeed, as several YMCAs have experienced, the change can be as rapid as a 300 percent increase in
population over one to two years. The YMCA movement’s ability to thrive in the coming decades hinges
upon the intentional recruitment and involvement of Latino leadership at all levels of the organization as
well as upon non-Latino YMCA staff, volunteers, and members reaching out to and getting to know their
Latino neighbors, colleagues, and peers.
Getting started
This resource is most useful when complemented with an accompanying workshop available from the
YMCA of the USA International Group. The International Group can also provide other resources and
expertise to help increase the inclusion of Latino communities in your YMCA or connect you with other
valuable YMCA and external resources. You may also contact Y-USA’s Research and Planning department
for assistance in learning about your community’s demographics. Contact YMCA of the USA at
800-872-9622 or visit www.ymcaexchange.org.
4
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

In Perspective
As your YMCA increases its inclusion of Latinos as members, participants, staff, volunteers, donors, and
advocates, your association increases its capacity for impact, relevance, and value to your community.
Choosing the best methods for greater inclusion requires first understanding your local Latino communities:
their diverse strengths and resources as well as different areas of need. To help you do that, this
section gives you a snapshot of the overall U.S. Latino population today along with future trends. This
information will give you a better understanding of key characteristics of these growing communities,
including education, health, income levels, and business ownership. It also highlights the diversity within
this population, particularly national background, which will aid your awareness of the different Latino
cultures you may find in your area.
Knowledge of general Latino demographics will prepare you for the community inventory strategy that
you will undertake as part of your engagement efforts (see “Strategies to Strengthen Inclusion”). These
demographics provide a broad national context; as you read these statistics, keep in mind that your YMCA
will need to understand the makeup and characteristics of the unique Latino population in your area to
plan inclusion efforts that will be effective for your YMCA and community.
▼ TIP
More on demographics
U.S. Census Bureau
www.census.gov
Pew Hispanic Center
www.pewhispanic.org
A growing population, for hundreds of years
The Latino population is often associated with contemporary immigration; however, it is important to note
that not all Latinos are newcomers. Many of today’s Latinos can trace their roots in the United States back
to when much of Mexico’s territory and, later, Puerto Rico were incorporated into the United States.
Population Reference Bureau
www.prb.org
U.S. Hispanic Population By State: 2006
Washington, D.C.
25% or Higher
19.1 – 25%
12.1 – 19%
7.1 – 12%
3.1 – 7%
0 – 3%
▼ TIP
As stated in the “Introduction,”
the U.S. government includes
Latinos and Hispanics under
the term Hispanics in statistical
research such as census reports.
Alaska
Hawaii
Source: U.S. Census Bureau, 2006 American Community Survey
Today’s U.S. Hispanic/Latino population is the largest minority group and is the nation’s fastest growing
minority group. They are estimated to number more than 45 million, or 15.1 percent of the population.
Between 2000 and 2006, Hispanics accounted for one-half of the nation’s population growth, with a
growth rate (24.3 percent) more than three times that of the total population (6.1 percent) (U.S. Census
Bureau 2008). With the highest birth rate among major racial or ethnic groups—9.2 percent for Latino
women, compared with 7.0 percent for the total population—and continued immigration and migration
from Latin America, this growth trend will likely continue (Pew Hispanic Center 2006). Based on current
trends, the U.S. Census Bureau projects that by 2050, 30 percent of the U.S. population (approximately
133 million people) will be Latino (U.S. Census Bureau 2008).
▼ TIP
Not all Latinos are newcomers.
Latinos have been part of
our country’s fabric for
hundreds of years.
Implications: For YMCAs, population growth among Latinos is an opportunity to expand the base of
members, donors, volunteers, and staff currently involved in the Y. Success will depend on YMCAs’
abilities to create an environment that encourages the engagement of diverse Latino populations, partner
with Latino leaders to build credibility and support, and develop programs and activities that enrich
Latinos’ lives.
YMCA of the USA 5

IN PERSPECTIVE
Notes
Origin and culture
By far, the majority of Latinos in the United States are of Mexican descent (64 percent). Latinos trace their
roots to many other countries as indicated by the chart below.
Hispanic by Origin: 2006
Other Hispanic/Latino 8%
Cuban 3%
Dominican 3%
(Dominican Republic)
Mexican 64% Central American 8%
South American 5%
Puerto Rican 9%
Location
It may not surprise you that nearly half of all Latinos live in California and Texas. What may be a surprise,
however, is where the Latino population is growing the fastest. Between 2000 and 2006, states that had
generally low numbers of Latinos experienced the most growth. Between 1990 and 2000, the largest
growth in Latino populations occurred outside of the major Latino centers, which have traditionally been
large cities and the states nearest Latin America (U.S. Census Bureau 2006).
Percent Change in Hispanic Population: 2000 to 2006
Source: U.S. Census Bureau, 2006 American Community Survey
Country of origin or heritage is an important component of personal identity for U.S. Latinos. Only
23 percent of Latinos believe that they share a common culture with Latinos from different countries or
heritages, although that figure is on the rise (Suro and Escobar 2006).
Implications: It is important to recognize that the Latino population in your area may be varied by national
background. Distinct populations of Latinos (for example, Mexican, Puerto Rican, and Cuban) may not
think of themselves as a single, cohesive Latino community. They may have different needs and respond
differently to your YMCA’s efforts to engage them. This is one reason it is so important that you create
engagement strategies that are grounded in relationships with, and knowledge of, the unique communities
your Y serves.
50 – 60.9%
40 – 49.9%
30 – 39.9%
15 – 29.9%
0 – 14.9%
Washington, D.C.
Alaska
Hawaii
Source: U.S. Census Bureau Population Estimates
Implications: This demographic shift has significant implications for YMCAs that have had little experience
with Latino communities in the past. Several YMCAs in small and mid-sized communities across the
United States have contacted Y-USA about serving local Latino populations that have grown by as much
as 300 percent in the past few years. Staying deeply connected to all segments of the community will help
your YMCA meet future changes, whether the change is in demographics, economics, environment, or
other areas.
6
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

IN PERSPECTIVE
Notes
Age
The U.S. Latino population is young: nearly 34 percent are under age 18, compared with 25 percent
of the total population. Latinos constitute more than 20 percent of the total U.S. youth population (U.S.
Census Bureau 2006). Additional projections estimate that Hispanic children ages 17 and younger will
constitute 35 percent of the total U.S. child population by 2050 (Passel and D’Vera 2008).
Percent Population By Age Group: 2006
Under 18 18 – 29 30 – 44 45 – 64 65 and older
Total Population
24.6
16.7
21.2
25
14.6
Hispanics
33.8
21.1
24
15
5.3
Hispanics As Percent of Total population, By Age Group: 2006
Hispanic Non-Hispanic
Total Population 14.8 85.2
Under 18 20.3 79.7
18 – 29 18.6 81.4
30 – 44 16.7 83.3
45 – 64 9.4 90.6
65+ 5.4 94.6
0
20
40
60
80
100
Source: U.S. Census Bureau, 2006 American Community Survey
Implications: YMCAs are called upon to focus their energies on improving the lives of young people.
Increasingly, young people in the United States are Latino. To meet their mission and most effectively
engage and serve the youth in their communities, YMCAs need to develop relationships and strengthen
their skills in working with Latino young people and their families.
YMCA of the USA 7

IN PERSPECTIVE
Notes
Family
Latinos are more likely than average to live in family-based households with related adults and children:
more than 80 percent of Latino households are families, compared with 68 percent among the total
population (Ramirez 2004). Regardless of national origin, Latino cultures generally share a strong commitment
to family. Latinos tend to have what others consider extended families, with large numbers of
people involved in caring for children. This may include grandparents and people not related by blood
who are considered family, such as godparents, neighbors, or longtime friends (Hurtado 1995).
Household Type: 2000
Married
Couple
Female Householder,
No Spouse Present
Male Householder,
No Spouse Present
Non-Family
Households
Total Population 52.5 11.8 4.1
31.5
Hispanic 55.1 17.3 8.3 19.3
Mexican 59.9 14.7 9.2 16.2
Puerto Rican 41.7 26.2
6
26.1
Cuban 54.7 12.3 5.4
27.5
Central American 54 18.1 11.3 16.6
South American 54.1 15.5 7.7 22.8
Dominican 42.4 33.5
8.3 15.8
Spaniard 49.4 12.2 4.6
33.9
Other Hispanic 51.6 19.2 6.9 22.3
Percent distribution based on the Hispanic origin of the householder. Data based on sample.
Source: U.S. Census Bureau, Census 2000
Cultural norms among Latino families include valuing interdependence and support, a contrast to the
tendency to value independence and autonomy among the broader society. Cultural norms also influence
expectations that may affect your YMCA’s attempts to build relationships: personal relationships and trust
are often important to Latino communities. Latinos commonly expect to get to know someone personally
if they are to interact regularly, including work relationships, community partnerships, volunteerism, and
so forth (Paniagua 2005).
Implications: These statistics are especially relevant to YMCAs that focus services on children and their
families. It is more and more likely that Latinos will make up a significant portion of the families in YMCA
communities, and personal relationships with YMCA staff may be a strong factor for Latinos when it comes
to creating a sense of belonging at the YMCA.
8
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

IN PERSPECTIVE
Citizenship and language
Notes
Contrary to widely held perceptions of Latinos, the majority of Latinos in the United States were born
in the United States. In addition, many are U.S. citizens through naturalization (Ramirez 2004). That
leaves around 30 percent who are not citizens, including undocumented residents or migrants, students,
temporary authorized workers, and refugees, among others. While it is difficult to obtain firm numbers,
the Pew Hispanic Center estimates that 81 percent of all undocumented migrants in the United States
may be Latino (Passel 2005).
As indicated in the figure below, among the three national origin and heritage groups that represent
the majority of Latinos in the United States, most members are citizens: the majority of people who identify
themselves as Mexican are citizens, almost all Puerto Ricans are U.S. citizens (by birth, because Puerto
Rico is a U.S. territory), and Cubans have high rates of citizenship.
Nativity and Citizenship Status: 2000
U.S.
Born
Foreign Born,
Naturalized Citizen
Foreign Born,
Non-Citizen
Total Population 88.9 4.5 6.6
Hispanic 59.8 11.2
29
Mexican 58.5 9.2
32.3
Puerto Rican 98.6
Cuban 31.5 41.4
27.1
Central American 24.2 19.8
55.9
South American 23.4 28.1
48.4
Dominican 31.8 24.9
43.3
Spaniard 59.8 14.9
25.3
Other Hispanic 72.4 9 18.6
.6
.8
Source: Ramirez 2004; U.S. Census Bureau 2000. Data based on sample
Meanwhile, each of these groups, for a variety of reasons, has a different rate of English proficiency
and preference. For example, nearly 80 percent of those who self-identify as Mexican do not speak
English at home. In fact, three-fourths of U.S. Latinos speak a language other than English at home. At
the same time, nearly half of second-generation Latinos speak only English, and the remaining half is
mostly bilingual. Among Latinos whose parents were born in the United States, almost all speak English
(Pew Hispanic Center 2005). A likely factor in the high rates of speaking Spanish in Latino homes is a
significant and shared trait among Latinos across different backgrounds and origins: the valuing of the
Spanish language as a component of their cultural identity and heritage (Hurtado 1995).
Individual language proficiency aside, research has found that the majority of Latinos believe that
immigrants need to speak English to be a part of U.S. society and that English should be taught to children
of immigrants (Pew Hispanic Center 2006).
Implications: These statistics indicate the risks associated with making assumptions about Latinos based
on their language abilities or preferences. In light of the important role the Spanish language plays in
Latinos’ identity, it is a mistake to assume that Latinos’ proficiency in Spanish or English directly reflects
their citizenship or place of birth.
YMCA of the USA 9

IN PERSPECTIVE
Notes
Health
The nation’s crisis levels of obesity and chronic illness are alarmingly evident among Latinos, who are
more likely to suffer from chronic health conditions such as heart disease and diabetes than non-Hispanic
whites. In 2005, one in four Hispanic adults living in the United States was obese. Of particular concern
among Hispanics is childhood obesity. For example, among Mexican-American children ages 6 to 11,
24 percent are obese, compared with 20 percent of non-Hispanic black children and 12 percent of
non-Hispanic white children (NCLR 2006).
Overweight and Obesity Among Youth
Prevalence in Children
Ages 6 to 11 (%)
Prevalence in Children
Ages 12 to 19 (%)
Overweight Obese Overweight Obese
Black (Non-Hispanic) 35.9 19.5 40.4 23.6
Mexican-American 39.3 23.7 43.8 23.4
White (Non-Hispanic) 26.2 11.8 26.5 12.7
Source: CDC, National Center for Health Statistics, National Health and Nutrition Examination Survey
An important factor in healthy lifestyles is access to nutritious foods and community spaces for
physical activity. Latino households experience food insecurity at a rate of 21.7 percent, compared with
8.6 percent for non-Hispanic white households. (Food security means that all household members have
access at all times to enough food for an active, healthy life.) Furthermore, studies show that families
who experience food insecurity and have low incomes tend to consume foods with lower nutritional value
and higher calorie and fat content, putting them at increased risk for chronic health conditions (NCLR
2006).
Many Latinos lack adequate health care and insurance and do not have access to preventive care. In
2004, as in many prior years, Hispanics had the highest rate of being uninsured of all racial and ethnic
groups in the United States: 36 percent of Hispanics were uninsured, compared with 14.5 percent of
non-Hispanic whites and 21.9 percent of non-Hispanic blacks. Note that uninsured is defined as lacking
both public-only coverage such as Medicare or Medicaid and private coverage (MEPS 2006). As a result,
many rely on emergency care or public clinics as their primary care provider.
Implications: Clearly, there is a significant opportunity for YMCAs to make a positive impact on the health
of Latinos. As more YMCAs focus on the needs of health seekers, cultural factors must be considered and
the unique needs of Latinos must be addressed alongside other constituencies. YMCA staff who represent,
understand, and can effectively communicate with Latino communities can provide health education and
promote access to proper preventive care. As YMCA leaders gain the trust of the community, Ys can play
a critical role in strengthening Latino health.
10
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

IN PERSPECTIVE
Notes
Education
While rates of educational achievement differ significantly between Latinos who were born in the United
States and those who were not, overall, Latinos are less likely to have completed high school (62 percent)
or college than the total population. It is important to be aware, however, that those statistics reflect the
large number of Latinos who immigrated to the United States as adults and therefore did not attend U.S.
schools. By contrast, 84 percent of U.S.–born Latino young adults finish high school, compared with 90
percent among the total U.S. population. Still, among young Latinos with limited English proficiency, the
dropout rate is as high as 59 percent. Recent studies have found that once in college, Latino undergraduates
are half as likely as their non-Latino white peers to finish their bachelor’s degrees (Fry 2005).
Educational ATTAINMENT: 2006 (Population 25 Years and Older)
60
57.5
Total U.S. Population
Hispanic
50
46.9
40
30
20
10
6.1
Less Than
9th Grade
24.4
8.4
16.3
28
12.4
0
9th to 12th Grade
(No Diploma)
High School
Graduate or
Some College
Bachelor’s Degree
or More
Source: U.S. Census Bureau, 2006. Current Survey, Annual Social and Economic
An important contributing factor to these educational outcomes is that Latino children participate less
than other groups in early-learning programs: 40 percent of Latino children ages 3 to 5 enrolled in early
childhood education programs in 2001 compared with 60 percent of other children. Latino children and
youth are also more likely to live in areas where schools are overcrowded and under-resourced, further
affecting learning (Pew Hispanic Center 2002).
Implications: These statistics point to the need and the opportunity to support the educational needs of
young Latinos. As one of the nation’s largest providers of early childhood and afterschool programming,
and with their strong teen leadership and college-readiness programs, YMCAs are uniquely positioned to
reach out to Latino youth and families to improve educational outcomes. Furthermore, the YMCA legacy as
an innovator in English as a second language (ESL) instruction highlights YMCAs’ ability to help strengthen
the English skills of young Latinos, further increasing their capacity to achieve their educational goals.
YMCA of the USA 11

IN PERSPECTIVE
Notes
Economic indicators
Latino workers are entering the U.S. labor force in increasing numbers at a time when the (mostly non-
Latino) baby boomers are beginning to retire. Latinos now make up 13 percent of the U.S. labor force.
Between 2005 and 2006, they accounted for 37 percent of the total increase in employment (Kochhar
2006).
Latinos are increasingly becoming business owners. Between 1997 and 2002, the number of Latinoowned
businesses in the United States grew three times faster than the national average, a trend that is
expected to continue (U.S. Census Bureau 2006). With this surge in economic participation comes buying
power. A 2004 report estimates Latino buying power at $700 billion and projects that it will reach $1 trillion
by 2010 (HispanTelligence 2004).
At the same time that Latinos have high rates of workforce participation and an increasing impact
in the U.S. marketplace, they have lower than average incomes and experience higher rates of poverty
overall. The 2000 Census found the median Hispanic family income to be $34,400, compared with
$50,046 for all U.S. families (Ramirez 2004). Almost 30 percent of Latino children were living in poverty.
Among Latino groups, Dominicans, Puerto Ricans, and Mexicans have the highest poverty rates, with one
in three children living in poverty (U.S. Census Bureau 2004).
Percent Living in Poverty: 2004
30
29.7
Total U.S. Population
Hispanic
25
20
15
10
17.7
12.5
22.5
5
0
Children
Adults &
Children
Source: U.S. Census Bureau, 2004. Current Population Survey, Annual Social and Economic Supplement
Studies find that undocumented youth and adults work more than the average American but earn
lower wages and experience higher rates of poverty. Almost 40 percent of children of undocumented
parents live in poverty (Passel 2005).
Of particular economic concern are the significant disparities in the net worth of Latino households,
i.e., the value of a household’s assets minus its debts: Latino households average 9 percent of the net
worth of non-Latino white households (Kochhar 2004).
Net Worth of Households: 2002
Non-Hispanic
White
All Hispanic
Central American
and Caribbean
Mexican
$7,932
$2,508
$7,602
$88,651
Cuban
$39,787
0
20,000
40,000
60,000
80,000
100,000
Source: Pew Hispanic Center
Contributing to this are cultural norms among many Latinos that lead them to prefer cash transactions
over owning bank accounts and credit cards, which limits opportunities to accumulate wealth. This is
especially true among new immigrants and Latinos who are undocumented. For many Latino households
and individuals, this leads to
➥ insecurely held savings (e.g., cash kept in the home);
➥ fees for check cashing and international money transfers;
➥ limited or no credit history, which is needed to qualify for loans and mortgages.
12
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

IN PERSPECTIVE
Implications: With their growing strength in the workforce, Latinos represent a new pool of staff for YMCAs.
Further, their growing power in the marketplace means that Latinos could become, and in some cases
are, a significant philanthropic resource for YMCAs, especially as Ys build credibility as a force for good
in Latino communities. Meanwhile, opportunities abound for YMCAs to strengthen the financial skills of
Latinos, thereby improving the stability of family and economic life for Latino families. YMCAs also need to
be aware of cultural norms that might affect Latinos’ comfort level with YMCA operations involving financial
transactions. Flexibility will be needed to remove obstacles and create a welcoming YMCA environment for
Latino families.
Notes
Community contributions
For generations, Latinos have been contributing to U.S. civic, cultural, and military strength—and that
contribution is growing. Latino participation in the U.S. armed forces has experienced large gains. Between
1992 and 2001, at a time when the military’s overall numbers fell by 23 percent, the number of Latinos
in uniform increased by 30 percent (Pew Hispanic Center 2003). In 2005, there were 1.1 million Latino
veterans of the U.S. armed forces.
Latinos are participating in increasing numbers in U.S. political life, both as elected representatives
and as voters. An estimated 17 million Latinos were eligible to vote in the November 2006 election, and
9 to 12 million are estimated to be registered to vote (Pew Hispanic Center 2006). The number of Latinos
who voted in 2004 was 27 percent greater than in 2000, and this trend is continuing upward (NCLR
2006).
Percent Latino of Eligible Voters: 2006
Illinois
New Jersey
New York
Colorado
Nevada
Florida
Arizona
California
Texas
New Mexico
8
10.2
11.4
12.4
12.5
13.3
17.2
22.5
24.6
37.6
0
5 10 15 20 25 30 35
40
Source: Pew Hispanic Center
Implications: Like all people in the United States, Latinos’ engagement in civic life enriches both their
own communities and the country as a whole. By connecting Latino youth and families to opportunities to
participate in the broader community and increase their skills and comfort with civic engagement, YMCAs
can strengthen their ties with Latino communities and contribute to community strengthening by increased
participation.
Conclusion
The 2000 Census identified Hispanics, for the first time, as this country’s largest minority group. Like other
minority groups, many Latinos face barriers to adequate health care, education, and living wages and
experience limited upward occupational and wealth mobility. Nonetheless, Latinos from all backgrounds
have made, and continue to make, enormous contributions to our country’s well-being and play a critical
role in shaping its political, social, and economic future. Latino communities are not only a source of new
members, volunteers, and staff but also of new donors and partners in business and advocacy. This guide
will help your YMCA play a greater role in this common future by engaging and building stronger Latino
kids and families to play a part in building stronger communities. In the next section, we will look at why
it is important for YMCAs to act now to strengthen Latino inclusion.
YMCA of the USA 13

Making the Case
“The significance of Latino
population growth has to be
measured not just by the sheer
size of their numbers but against
what is happening with the rest
of the population. … The Latino
population is not only growing
fast, it is accelerating while the
rest of the population is getting
older and hardly growing at
all. That context enormously
leverages the significance of
the Hispanic numbers.”
Roberto Suro
former director,
Pew Hispanic Center
in Carnegie Reporter 3, no. 4
(Spring 2006)
“The YMCA mission
complements Latino values
of family and community.”
Maria Del Toro
sVP public affairs,
YMCA of Greater New York
Why make an effort to welcome and engage more Latinos in your YMCA The details of the previous section
demonstrate the mission and business cases for increasing Latino engagement in the YMCA. Latinos are
this country’s largest minority, and their numbers are concentrated among children and families. They
provide critical contributions to the country’s economic and civic health. And, as a population, they are
growing faster than any other segment of the U.S. population. It is estimated that by 2050, 30 percent of
the people in the United States will be Latino.
Going by national figures, if all YMCAs reflected their communities, Latinos would currently make
up 15 percent of YMCAs’ total members, volunteers, participants, and staff—about one in seven. Very
little aggregate data on Latino YMCA involvement currently exists, but indicators point to the need for
strengthening efforts quickly. For example, among U.S. YMCA full-time exempt staff in March 2008,
5 percent were Latino.
Strengthening Latino inclusion—as YMCA members, program volunteers, board members, staff,
participants, donors, and advocates—makes mission sense and business sense. The Latino community,
and Latino youth in particular, are a critical target group for the YMCA. Latino communities bring growing
numbers, extensive cultural and economic assets, and links to future newcomers. YMCAs in turn are
uniquely positioned to partner with Latino communities to address their identified and unmet needs and
to build strong kids, families, and communities in ways that work for Latinos. Not only is effective engagement
of Latinos essential to the YMCA’s commitment to diversity and inclusion, but it can also strengthen
YMCAs through new opportunities in the following areas:
Membership Development: Increases diversity and membership growth
Program Value: Promotes innovation and differentiates YMCA programs
Leadership Development: Develops culturally competent staff and volunteers; demonstrates a
commitment to inclusion and diversity
Collaboration: Creates new networks, links to resources and promotes partnership opportunities
both locally and globally
Financial Development: Demonstrates global commitment and competency; improves
capacity to attract world-minded leaders and supporters
Visibility: Increases recognition and understanding of the YMCA’s mission, impact and
charitable status
As the leading community-based human services movement in the country, YMCAs need to work
strategically, swiftly, and consistently to engage, to include, and to reflect—at all levels—the “full character
and complete mosaic” of the dynamic and diverse communities we call home (YMCA of the USA 2007).
By strengthening our efforts now to genuinely and meaningfully involve Latino communities, YMCAs
will continue to build trust, credibility, and bridges to a population that is driving growth in our towns,
cities, and counties and our country as a whole. Through successful inclusion, Latino growth will help fuel
the YMCA’s growth and viability for years to come.
14
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

Strategies to Strengthen Inclusion
Strengthening the inclusion of Latinos in your YMCA is a process. It requires time, planning, and leadership
commitment to achieve the sort of organizational and cultural changes that will effectively welcome
and engage Latino communities.
An inside-outside process
Strengthening your YMCA’s ability to include Latinos is an inside-outside process. On the one hand, it
requires YMCAs to look inside to improve Latino representation at the staff, volunteer, and executive
levels as well as the relevance of programs and services for Latinos. This includes providing culturally
and linguistically sensitive services, programs, and facilities that attract and support Latinos. On the other
hand, it calls for looking outside to raise awareness and understanding of YMCA programs and services
among Latino communities to increase demand for them. The strategies in this section address both sides
of this inside-outside equation and emphasize the importance of YMCAs’ readiness to serve this growing
constituency, a readiness that begins with executive commitment.
Success requires CEO and board commitment
While YMCAs’ experiences have proven that each association must create its own approach to strengthening
the inclusion of Latinos as best fits its local community, there is one component to this process that is
impossible to skip and still be successful: securing the commitment of the CEO and the board of directors.
As with any change process, leadership must model the inclusive behaviors and cultural competence
required to create the welcoming environment and inclusive community that will engage Latinos. It is
critical for the CEO and key volunteers to participate in building strategies for increasing inclusion of
Latinos. Those strategies should be integrated in YMCA strategic plans.
Familiar strategies but with a new focus: Latinos
The strategies outlined in this guide are based on interviews with YMCA staff who have successfully
engaged Latinos in their communities. All of these will be familiar to YMCAs:
➥ Mobilize a steering committee
➥ Get to know the community
➥ Prepare the organization
➥ Target programming to meet needs
➥ Market and reach out to the community
Recognizing that YMCAs have years and years of experience in these areas, this section does not
cover the basics of these strategies. Rather, you will find profiles, tips, advice, and lessons learned from
YMCAs that have successfully reached out to Latinos. This section aims to answer the question, What do
we need to do differently to strengthen Latino inclusion
▼ TIP
YMCAs report that one of the
most essential ingredients
for success is securing the
commitment—and ideally the
involvement—of their CEOs.
YMCA of the USA 15

STRATEGIES TO STRENGTHEN INCLUSION
Strategy 1: Mobilize a committee to steer planning
For Example…
A newcomer Latino family with low
household income may have quite
different resources, needs, and
interests from a Latino family that
has been living in the United States
for more than five generations.
The newcomer family may have
a strong interest in your YMCA’s
educational and recreational
programming but may face unique
financial and language barriers that
are preventing or discouraging them
from participating in the YMCA.
Representation from both of these
groups on your steering committee
will help you learn more about and
develop appropriate methods for
responding to the unique needs and
resources of each target group.
Mobilizing a diverse, representative, and committed group of leaders to steer your YMCA’s planning
process is the first step toward greater Latino inclusion. Some YMCAs may choose to involve their entire
board in this process, others may choose to create a distinct committee.
The primary role of this working group of leaders is to advise on the planning, implementation, and
evaluation stages of each step in your YMCA’s overall Latino inclusion strategy—from beginning to end.
This includes providing guidance and oversight to the community inventory or mapping of resources
(strategy 2), institutional readiness (strategy 3), targeted programming efforts (strategy 4), and outreach
(strategy 5); each of the strategies is described in this section. In addition to these strategies, the steering
committee also can provide important contributions to monitoring and evaluation efforts (see “International
Y-to-Y Partnerships”) and resource development (see “Resources and Links”).
Whom should your steering committee involve
The committee should combine representation from your YMCA—including staff, volunteers, members,
and senior management—and community partners. Strive to ensure that your committee is representative
of the Latino community in your area and diverse in its membership. Factors to consider for this type
of committee include age, gender, national origin and cultural heritage, resident history (i.e., newcomer
vs. multigenerational residents), citizenship status, and economic status.
A diverse and representative steering committee is important for
➥ understanding the diverse perspectives, resources, needs, and interests of members of
your community;
➥ enhancing the credibility of the YMCA’s outreach and inclusion efforts within the Latino
community;
➥ gaining access to and building credibility with groups in the community and catalyzing
partnerships with community groups and organizations;
➥ bringing community resources to support outreach and inclusion efforts, such as access
to local media outlets;
➥ bridging gaps and building trust between Latino communities and your YMCA.
Steering committee members also should be drawn from among your current Latino members, such
as the parents of Latino children whom you already serve. Community partners and representatives can be
invited from leading Latino organizations and institutions or from organizations that currently serve or wish
to serve the Latino community. See the appendixes for a list of organizations to consider working with.
It is important for YMCAs that do not have current relationships with Latino communities to continuously
seek and cultivate relationships. Participate in community meetings, serve on local school boards,
meet with the Hispanic chamber of commerce, volunteer at Latino community festivals, or visit Latino
religious communities.
YMCA Voices and Experiences
Board development
Recruiting Latino leaders to a YMCA board or committee can be challenging,
according to René Brizuela, executive director of the Southeast-Rio
Vista YMCA in Los Angeles. “When I came to this Y, the board was
majority non-Hispanic and older. We’ve gone through a transformation
since then, but it was very difficult to recruit Hispanics to the board.”
Ninety-eight percent of the Southeast-Rio Vista YMCA members
are Latino, and census data for the area indicates that Latinos make
up 96 percent of the population. Nevertheless, available leaders were
hard to find. Prospective board members needed to be well-known and
established in the community. But established and recognized leaders
already had multiple demands on their time and had to be sold on the
YMCA’s mission.
Brizuela attributes his YMCA’s success in developing a board that
reflects the community to connections he has established and cultivated
with other groups active in the Latino community. YMCA leaders were
identified and recruited from among those already active in community
groups such as local Rotary and Kiwanis clubs.
Like his YMCA’s membership and community, Latinos now make up
the majority of the Southeast-Rio Vista YMCA board.
16
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

STRATEGIES TO STRENGTHEN INCLUSION
Strategy 2: Get to know the community
Before marketing to Latinos within your community, it is important to try to learn as much as you can
about them. The more you know about the specific Latino populations you are trying to engage, the more
targeted your outreach strategies and program responses can be.
The process described below is called a community inventory and will help your YMCA get to know
Latino individuals, families, and institutions in your YMCA’s service area. A community inventory is
needed to complement the national information provided earlier in “In Perspective” because the size and
characteristics of Latino populations vary widely from community to community.
Usually a community inventory is conducted at the beginning of an inclusion strategy, before
outreach efforts are launched. This guide recommends that an inventory be conducted at the beginning
and again periodically throughout the process, for example every 12 to 24 months, so that your YMCA
maintains up-to-date knowledge about the community. From “In Perspective,” we know that the Latino
population is not only growing rapidly but is also a highly mobile population experiencing fast-paced
change in many areas.
What does your YMCA want to know and why
Community information can help your YMCA tailor its programs, environment, outreach methods, and
marketing messages to the Latino communities in your area, targeting their interests, needs, resources,
and perceived or real barriers.
Inventories can be very detailed or more generalized profiles of the target community. The level of
detail of your inventory will depend on the amount of time and resources available and on your information
needs. The three steps for gathering information—analysis of census data, observations, and
interaction—each produce increasing levels of details.
But first, consider what your YMCA wants to know. How will this information be used Questions your
YMCA might want to answer include these:
“If they can’t come to the Y, then
the Y should go to the community.”
Toño Merino
former board member,
Mexican Federation of YMCAs
➥ What is the number of Latino residents in your YMCA’s
service area and what proportion are they of the
total population
Compare these numbers with your YMCA’s current statistics
for members and program participants and staff, and then
ask if your YMCA reflects the makeup of the community. This
information can help boost your rationale for strengthening
Latino inclusion. It also is important for setting quantitative
inclusion targets and measuring how well Latinos are being
engaged over time.
➥ Is the Latino population growing At what rate
Have the same families and communities been
present for generations or is this a new or mobile
community
➥ Where do Latinos live In which neighborhoods
How have those areas changed or stayed the same
➥ Which media outlets focus on Latinos
Which are most popular, including among different
segments within the Latino population
➥ What services, institutions, places of worship, or
businesses do Latinos use regularly
Consider core services such as grocery stores and markets,
schools, health or legal clinics, and financial services. Look
for consistent elements in places where Latinos gather; notice
any qualities that welcome and connect people.
➥ What kinds of recreational, social, and cultural
activities are Latinos currently participating in
➥ What national origin groups are present
As noted earlier, social and economic indicators for Latinos in
the United States frequently vary by national origin group.
➥ What is the proportion of the community with
limited English proficiency
Outreach, marketing, services, and information need to be
targeted to people’s language skills. If a significant proportion
of the population is not comfortable in English, then services
and information will need to be provided in Spanish and/or
interpreters made available. Furthermore, this information
may tell your YMCA something about the need for English as
a second language (ESL) services.
➥ Are there undocumented Latinos residing in
the community
Undocumented people residing in your community may be
intimidated about approaching the YMCA because of their
immigration status. If undocumented people make up a
significant proportion of your community, your YMCA may
need to review its registration and membership procedures
as well as state and local laws to ensure accessibility to those
who need it most. If transportation or registration is an issue
for prospective members, your YMCA may want to consider
providing services off site.
➥ What is the economic status of the Latino communities
in the area
Consider income levels, employment rates, and poverty rates
among Latino communities. Are sliding-scale membership
fees accessible to Latinos
➥ What barriers do Latinos face to becoming involved
in the YMCA
Common barriers include fees for membership and services,
transportation, lack of child care, language, unwelcoming
environment, fear of the registration process, and lack of
required documents.
YMCA of the USA 17

STRATEGIES TO STRENGTHEN INCLUSION
Step 1: Analysis of census data
resources needed: 1 Person / Internet Access / 1 Hour / No Cost
Once you have determined what your YMCA wants to know, you can proceed to the first of three steps
for gathering information. Consulting government census data is the easiest and quickest way to gather
preliminary information about the population living in your service area. Census data can answer some of
your key questions, such as the size of the Latino population in your community, where Latino households
are concentrated, national origins, proportion of foreign born, and the prevalence of Spanish spoken. See
“Create a community profile using census data” in the appendixes for information about how to gather
this data online.
With this information, you can begin to set targets for the level of Latino involvement that your YMCA
seeks to achieve. You may also be able to identify potential barriers facing Latinos, such as language,
income, and documentation. For example, if a high number of members of your community speak
Spanish at home, and a large proportion of these speak English “less than very well,” according to census
statistics, this is a strong indicator that language is likely a perceived or real barrier for many Latinos in
your community.
While this step is an excellent place to start your inventory process, its ease and speed come at the
expense of detail. Step 1 should be complemented by more information-rich inventory methods, such as
observation (step 2) and interaction (step 3), to develop a full and accurate profile of your community.
Step 2: Observation
resources needed: 1-3 People / Notebook, Map / 2-4 Hours / No Cost
▼ TIP
Move-about Ideas
Choose routes that are not familiar
to you.
Do a move-about when you think
people will not be at work or at
school.
Bring or sketch a map so you
can link observations to locations
(such as where bulletin boards
are located).
Try to avoid writing notes during
the move-about as this may make
residents uncomfortable. Record your
observations during breaks or when
you’ve finished.
Slow down and take your time.
“You have to find out the
composition of your community.
How By going to local fairs and
listening. Walk in the local market
and listen there too. Go to mass.
Above all, live in the community.”
René Brizuela
executive director
Southeast-Rio Vista YMCA
Los Angeles, CA
Observing your community directly can provide additional insight into the information gathered from
the Internet. A move-about is a simple inventory tool that can generate more detailed and up-to-date
information about the Latino population in your community.
Move-abouts take you into your YMCA’s service area to personally observe community patterns,
languages, meeting points, and institutions. A move-about is intended to remove observers from their
normal routes or patterns and encourage them to experience the community differently. During your
move-about, look and listen for information like the following that may tell you something about the Latino
population:
➥ How businesses and services, such as food shops or markets, wire transfer or check
cashing businesses, and immigration services, target or serve Latinos. Note the location,
services offered, style of marketing, and anything else that stands out.
➥ Notice the signs in Spanish.
➥ What areas are meeting points or centers where Spanish is being spoken
➥ The content of postings on bulletin boards in community centers, businesses, and
houses of worship.
➥ The socioeconomic status of the community including housing, education systems, and
availability of social services.
Refer back to your original questions about the community and see what information you’re able to fill
in from your observations during the move-about.
Step 3: Interaction resources needed: 1-3 People / Survey Questions (Optional) / 5-10 Hours / Minimal or No Cost
While observation and census analysis are great steps toward learning more about the community, talking
to people will contribute rich, detailed information to your community inventory.
Start by requesting to speak to recognized Latino community leaders and to agencies and businesses
already working with the Latino population. One contact will likely generate several more, but to get
started, look up Latino-serving agencies or businesses using the Internet, a phone book, a directory of
social services, or the chamber of commerce. Also, YMCA of the USA can help identify and facilitate
contacts with Latino agencies, leaders, and businesses.
Contacts established with community leaders and organizations will be invaluable not only at the
beginning but throughout your YMCA’s inclusion initiative. These contacts and conversations can provide
valuable information to your YMCA by helping to identify and communicate community attitudes and
perceptions about the YMCA, and by identifying service and facility gaps or needs, potential obstacles to
Latino engagement, and opportunities for serving Latinos and for partnerships with Latinos.
Other great sources of information and insight are current YMCA members who are Latino. These
members can provide insight into the YMCA’s reputation among the Latino community and the market
or demand for programs and services. In the appendixes you will find a member survey, adapted from
the YMCA Cultural Competence Resource Guide, that can be completed by current members independently
and anonymously, in written form or through interviews conducted by staff or volunteers. Adapt the
questions as needed for your context.
18
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

STRATEGIES TO STRENGTHEN INCLUSION
Strategy 3: Prepare the organization to serve
YMCA leaders and staff interviewed for this manual all agreed: YMCAs need to have the capacity to
serve Latinos before attracting greater numbers. Institutional readiness includes getting your YMCA’s
staffing and leadership, membership, facilities, and environment prepared to attract, serve, and retain
Latino members. It also includes adapting existing programming or developing new programming to serve
the target community, a topic that is addressed under strategy 4. Inclusive YMCAs around the country
recognize that reflecting community demographics is inherent in our mission and an important step to
modeling that the YMCA is for all.
“Before we outreach to Latinos, we
need to prepare our own house first.”
Maria Del Toro
sVP public affairs,
YMCA of Greater New York
Staff/Leadership who reflect the community
Why is reflecting the community so important Latino representation at all levels demonstrates to the
community that the YMCA is committed to real inclusion. Furthermore, staff and leadership who share the
cultural, linguistic, and social background of your current or prospective members are critical assets for
understanding, listening to, communicating with, and developing responsive and appropriate programming
for the target community.
Latino inclusion is important at all levels, from program staff to senior management, from the board to
the front desk. For one senior YMCA leader, ensuring that the YMCA’s front desk staff are culturally and
linguistically competent has a much greater impact than any number of translated materials.
Increasing the recruitment and retention of Latino staff at all levels of the YMCA is one of the strategic
priorities of the YMCA Hispanic/Latino Leadership Network. The network can provide support and ideas
to your YMCA if this is a challenge you are facing. YMCAs that have been successful in increasing Latino
staff and leadership suggest establishing relationships with colleges and universities from which prospective
staff and leadership graduate, as well as with Latino affinity groups, such as the National Society of
Hispanic MBAs.
The YMCA of the USA International Group is available to connect you to the YMCA Hispanic/Latino
Leadership Network and to support your YMCA through consultation, cultural awareness training, and
facilitated linkages with community partners and relevant international partners.
▼ TIP
Diversity in the workplace
Daisy Rodriguez
Facilities and environment
To many longtime YMCA members, the Y is a home away from home—a safe, friendly, and familiar
space within the community. Latino leaders in the YMCA suggest that a Latino-friendly space includes
the following:
➥ A friendly and lively social environment
➥ A family-friendly space
➥ Colorful décor
➥ Spanish signage and materials
➥ Latin music
➥ A place to celebrate, share, and learn about Latino culture and holidays
The information you gathered through the three-step community inventory should also provide ideas
for creating a Latino-friendly space within your YMCA.
Membership structure
To address what may be real or perceived barriers or disincentives to YMCA membership for Latinos, four
issues in particular should be considered:
1. Definition of family. A Latino understanding of family often includes more adults than the
parents; this may include grandparents or aunts and uncles, particularly when they share
the same household. Many YMCAs have changed their definition of family membership to
accommodate the reality of family in a changing society. For example, some YMCAs define
a family as all related members living within the same household. Others charge a small
fee (less than an individual adult membership) for additional adult family members beyond
the parents.
2. Cash payment. Latino communities frequently use a cash economy. To increase accessibility
to those who use only cash, YMCAs can introduce pay-per-visit, monthly, or
three-month memberships that are payable by cash.
For Example…
The YMCA of the Greater
Houston Area’s Membership
for All policy includes:
A sliding-scale fee based on
household income. A letter rather
than a W2 or a government
statement is required.
Cash and pay-as-you-go
payment options.
Flexible definition of family in
which additional adults can be
added to a family membership.
YMCA of the USA 19

STRATEGIES TO STRENGTHEN INCLUSION
3. Short-term membership. Some Latino communities are highly mobile, particularly newgrowth
communities whose workers move to where jobs are available. Providing short-term
memberships (e.g., monthly or three-month memberships) is more attractive to highly
mobile individuals and families. The YMCA AWAY program is a selling point, and many
YMCAs offer assistance in contacting YMCAs in the communities to which families move.
4. Subsidized membership. To increase accessibility to all, and as part of a consistent policy
and procedure, some YMCAs offering income-based sliding-scale fees ask prospective
members for a statement of income or an employer letter rather than requiring a tax
document or a W2.
YMCA Voices and Experiences
Building a Foundation of Trust
“Elgin is a community going through dramatic change,” says Rick Reigner
of the Greater Elgin Area YMCA in Illinois. “As a community, we are 35
percent Latino now, but we were not attracting Latinos to the Y, including
into our workforce. As a CEO, I needed to look at that seriously.”
Initial outreach efforts, even using Spanish media, had limited
success. “People were asking, Why should we embrace the Y Where
are the Latinos in staff and leadership”
Reigner quickly realized that strengthening Latino numbers would
require more than targeted outreach. The YMCA needed to earn the
trust of the community by demonstrating genuine commitment to Latino
inclusion. “Many other institutions and groups are seeing Latinos as an
untapped market and asking what can we get from them not what can
we give them.”
The Greater Elgin Area YMCA looked to strategic partnerships to start
building this foundation of trust and demonstrate the Y’s unique value
to the Latino community. A Latino community leader survey identified
health, physical fitness, and education as key issues and possible entry
points for the YMCA. Mutual interest from Highland Elementary, where
70 percent of the students are Latino and a majority of students live at
or below the poverty line, provided a timely and strategic opportunity
for entry. The Y and Highland Elementary are partnering to strengthen
Latino parent involvement in their children’s education by addressing
identified barriers to participation. The partnership is using the Y as a
more neutral site to bring parents, students, and educators together
and, in the process, introduces the Y to new families and prospective
members, staff, and leadership.
The Greater Elgin Area YMCA has called on the Y-USA International
Group throughout the process. International Group members were
brought in to educate staff and leadership about the Latino community
and were able to facilitate local linkages between the Y and Elgin-based
Latino organizations and institutions such as the Elgin Recreation Center
(ERC), a Latino-serving and Latino-led gym. Reigner also participated
in the International Leadership Institute immersion trip to Latin America
to gain a deeper understanding of the Latino community in Elgin and
to demonstrate that the Y has an interest in and commitment to getting
to know their community. For Reigner, the International Group and the
resources, knowledge, and networks it leverages help differentiate the
Y from other community-based organizations and recreation centers
reaching out to the Latino community.
Asked what he would do differently if he were starting again, Reigner
responded with these points:
➥ “Take the time to develop an action plan first. To have been able
to say that we already had a process in action, as well as Latino
representation on the board and staff, would have cultivated trust
in our initial meetings with prospective partners.”
➥ “Take the YMCA Diversity Initiative training at the beginning of the
process to better position your team.”
➥ “Plan a half-day retreat or dedicated meeting for board members
to ensure that your leadership is on board and invested.”
20
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

STRATEGIES TO STRENGTHEN INCLUSION
Strategy 4: Develop targeted programming
Now that you have readied your staff and facilities to serve Latino members and sparked their interest
in the YMCA, what about programming Will existing programs and services fit your new members
Are new programs needed to attract and retain Latinos’ interests
The experience of YMCA leaders and staff recommends the latter. To fully capitalize on your outreach,
networking, and institutional readiness efforts, it is important to adapt existing programming or develop
new programming to match both the interests and the needs of the Latino community in your area.
Latino YMCA leaders point to these three high-need areas that YMCAs are well-positioned to
address:
1. Health programming, including health promotion and referral to health services
2. Educational programming, in particular English as a second language (ESL) and early
childhood education
3. Financial literacy programming, such as the basics of financial systems in the
United States, how to open a bank account, preparing tax returns, etc.
Examples of and key issues related to each of these high-need areas are described in more detail below.
Health programming
As discussed in “In Perspective,” the nation’s health crisis has had great impact in Latino communities.
High rates of obesity, chronic health conditions, poor nutrition, and lack of physical activity are compounded
by the barriers to proper health care facing many Latinos, including lack of health insurance,
language and cultural differences, and other factors.
YMCAs’ capacity to provide health-related support to Latino communities is an opportunity for building
relationships and trust with this growing population while making a significant impact on health outcomes
in areas with some of the greatest need.
Examples of health-related programming and services for Latinos include
➥ engaging Latino children in YMCA physical activity, sports, and aquatics programs, with
an emphasis on sports that are popular among Latinos, such as soccer;
➥ providing nutritional information;
➥ offering information about and referral to health services and health providers in
the community;
➥ creating a directory of Spanish-speaking health providers;
➥ supplying information regarding eligibility requirements for public health insurance programs;
➥ accompanying Latinos to health services, serving as interpreters and cultural “brokers”
for those seeking care;
➥ promoting health by providing workshops or information sheets that address key health
issues and are accessible to Spanish speakers.
Educational programming
As we saw in “In Perspective,” statistics show the need to support and encourage Latino children and
youth toward improved educational achievement. YMCAs are well positioned to strengthen educational
outcomes by addressing root causes such as the need for greater English proficiency and access to early
childhood programs.
Examples of educational programming and services for Latinos include
➥ early childhood education programs such as preschool;
➥ afterschool programming to supplement core education;
➥ parenting skills or parent/grandparent support groups and networking;
➥ General Educational Development (GED) certificate courses;
➥ YMCA education programs and college counseling;
➥ work-related skills and career counseling;
➥ English as a second language (ESL) courses and conversational groups;
➥ computer training in both English and Spanish.
When designing new or adapting existing educational programming, consider the following factors and
José Rendón
“Standard programs aren’t always
right for immigrants and newcomers.
We have to rethink and remarket
traditional programs in a way that
makes sense and is relevant to
the community we are serving.”
Marie Arcos, MSW
executive director,
M.D. Anderson Family YMCA, Houston
▼ TIP
What are the key health
issues for Latinos
in your area
▼ TIP
Sample results of targeted
educational programming
Latino children will be better
prepared to succeed as learners
upon entering school.
Latino parents will be enabled to
play a more active role in supporting
their children’s education.
Latino youth will have access
to information and support to
assist them in making sound and
strategic decisions regarding their
careers and employment training.
Latino children, youth, adults,
and families will be better
equipped to navigate essential
and everyday services, such as
health care and banking, and to
play an active part in civic life.
YMCA of the USA 21

STRATEGIES TO STRENGTHEN INCLUSION
▼ TIP
Scaling up: English as
a second language
their implications for Latino inclusion:
➥ Women and ESL. Women, especially mothers, who have lower rates of participation in
the labor force and therefore may experience greater isolation, frequently have a greater
need for ESL than their children or husbands. If this is the case in your community,
schedule classes to accommodate mothers’ needs.
➥ Child care. Mothers may require affordable and quality child care to enable them to
participate in YMCA programs and services. In addition, affordable child care offered
by a trusted source, such as the YMCA, also increases women’s ability to participate in
the workforce.
➥ Programs. Family programs and activities (i.e., those offered to adults and children and
youth at the same time) are important to the Latino community, especially for working
parents seeking quality time with their families.
➥ Information in Spanish. Information and registration for ESL and children’s programming
should be provided in both languages. Even if children’s programming
will be conducted in English, information should be made available in Spanish
so that Spanish-speaking parents, especially mothers, feel comfortable registering
their children.
➥ Affordability. Programs and services should be affordable for the target group.
Income-based enrollment or service fees are important to the target community.
YMCA Voices and Experiences
Championing Education
For Josias Arteaga, former director of the YMCA Hispanic Achievers
Program at the Harding Place Family YMCA (Nashville, Tenn.), the answer
is clear: “I’m convinced: education is the primary road to success for
Hispanics in this country.” His program, launched in 2001 by YMCA of
Middle Tennessee, has established a model for engaging Hispanic youth
and strengthening educational outcomes and values. On a small budget,
complemented by a small army of volunteers, the program now attracts
more than 300 students each school year.
Before designing the program, Arteaga spent six months talking to
leaders, looking at other organizations, and meeting with the community
to find out what Latino youth really needed and weren’t finding elsewhere.
The Y had tried festivals and recreational programs to engage Latino
youth, but that hadn’t worked. Arteaga’s research pointed him toward
educational support modeled to fit the unique qualities and needs of
the Latino community. The YMCA Hispanic Achievers program, adapted
from the YMCA Black Achievers model, was designed to interweave
education, leadership, and cultural identity and to engage the whole
student: culture, character, leadership skills, and educational success.
YMCA Hispanic Achievers motivates and prepares young Latinos
to pursue post-secondary studies and to value education as a tool for
success. High school program participants receive assistance with
finding and completing scholarship and college entrance applications,
with a focus on knowing all the steps for higher education. Participants
are taken on local campus tours to get the vibe of campus life and speak
directly to university officials and students.
The program reaches out to younger students as well. For 7th to
12th graders, Latino professionals and practitioners are invited to speak
about their vocations and how they got there, describing careers in
business, law, health care, government, communications, engineering,
and technology as well as the arts and humanities.
Special English classes also are available for parents to improve
their grasp of the English language. In addition, parents are presented
with a program on the importance of post-secondary education for their
children.
YMCA Hispanic Achievers is not only about studying. “The cultural
aspect is also very important: language, indigenous roots, religion, being
an immigrant.” In addition to educational activities for all ages, cultural
activities are hosted for the whole family including dance lessons, historical
talks, and musical groups. “Our goal is that young people should
know who they are and be able to say with pride ‘I am Hispanic.’ Young
people who have this kind of esteem will get where they want to go.”
Implementing an Achievers program for Hispanics requires
being “citizenship aware,” says Arteaga. Non-citizens face additional
challenges in pursuing their studies, from finding scholarship support
to gaining entry to universities. The program actively raises its own
funds to support scholarships for program graduates and researches
options available to all Hispanics. The program is committed to offering
10 YMCA Hispanic Achievers scholarships each year. In honor of Mr.
Arteaga’s dedication to the Hispanic community in Middle Tennessee, a
student was awarded the Josias Arteaga Humanities Scholarship. This
student, chosen in 2007, exemplifies Arteaga’s own social sciences
educational background.
Arteaga believes that the YMCA Hispanic Achievers program has
helped to grow his Y’s membership. In the past three years, Hispanic
membership has grown from 5 percent to 35 percent. With a small
investment and a strong program leader, YMCA Hispanic Achievers has
served as a resource mobilizer, bringing in members, volunteers, and
donors to the Y and building trust with a critical community.
22
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

STRATEGIES TO STRENGTHEN INCLUSION
Financial literacy and wealth-building programming
In addition to ensuring that your YMCA is accessible to low- and moderate-income Latinos, your YMCA
can offer a range of services to help build Latino financial literacy and wealth, including
➥ banking referrals and information such as account holders’ rights, the benefits of bank
accounts, and what is needed to open a bank account;
➥ business development information and advisory and referral services;
➥ homeownership information and advisory and referral services;
➥ taxation information services and assistance with preparing tax returns.
National Council of La Raza
“Access to Financial Services”
Collaborations to support strategies
Latinos in your community may have a range of interests and needs that your YMCA is not equipped to
address. If your YMCA doesn’t yet have the expertise or staff to offer targeted programming or initiate
new strategies, you can develop collaborations with other agencies that offer these services or have
the capacity to do so. Without significant cost to the Y, YMCAs can offer their facilities free of charge to
agencies providing targeted services for the Latino community. For example, the M.D. Anderson Family
YMCA (Houston) provides space for the Association for the Advancement of Mexican Americans to
conduct free ESL and GED courses to Latinos in the community.
Such collaborations have multiple positive impacts for YMCAs seeking to strengthen Latino inclusion,
such as these:
➥ The YMCA establishes a productive and mutually beneficial partnership with a leading
Latino-serving agency.
➥ The YMCA becomes a familiar place and a safe space for the Latino community.
➥ The YMCA increases its visibility and credibility in the Latino community.
➥ The YMCA has the opportunity to develop in-house expertise in a new area of
programming.
➥ The YMCA can build its own institutional competencies by working with Latino
communities and modeling best practices of collaborative partners.
Other collaboration opportunities are Y-to-Y partnerships. The next section will look at how international
Y-to-Y partnerships can assist your YMCA in connecting with your local community.
▼ TIP
Additional tips for
Latino-friendly programming
Develop additional capacity for
sports that are popular among Latino
children and adults, such as soccer.
Develop programming that
celebrates and deepens
understanding of Latino cultures,
such as folkloric dance classes or
traditional holiday celebrations.
Develop programming and
events that are family friendly
or adapt current programming
to accommodate and welcome
the participation of families.
YMCA of the USA 23

STRATEGIES TO STRENGTHEN INCLUSION
Strategy 5: Market and reach out to the community
René Brizuela
“Fliers and banners alone
won’t work. The YMCA needs
to go to the people.”
Toño Merino
former board member,
Mexican Federation of YMCAs
▼ TIP
YMarketPlace
(www.ymcamarketing.org),
Y-USA’s marketing Web site
for local Ys, offers a variety
of resources for download
including photos, logos, and
customizable templates.
As part of the largest community-based human services organization in the United States, with almost
160 years of service, YMCAs are experts in community outreach. This manual does not cover the basics
in marketing and outreach, but lists outreach tips and strategies that work in the Latino community as
suggested by YMCA staff and leaders from across the movement.
Get to know the community
While advice from YMCA staff and leaders included venues for marketing (listed below), the strongest
recommendation for success was for YMCAs to “go to the community” and to market through networks
and by building relationships:
➥ YMCA leaders and senior managers need to get out into the Latino community
by going to schools, markets, health fairs, churches, and other community places
and events.
➥ YMCA leaders and senior managers need to be involved in civic initiatives affecting the
Latino community by serving on other boards and steering committees and actively participating
in civic clubs.
➥ Engage a committee of recognized community leaders, such as a founders committee
or the steering committee established during strategy 1, to strengthen the visibility and
presence of the YMCA in the community.
➥ Subscribe to the local community newspapers to follow news stories affecting the
community and become familiar with leaders, organizations, and events.
Marketing venues and tips
➥ Advertise in local Latino newspapers.
➥ Advertise on local Latino radio stations.
➥ Advertise in bulletins of houses of worship.
➥ Target sporting events that are particularly popular in this community, such as soccer
and baseball.
➥ Ensure that advertising reflects the Latino community, including photos of Latino
families.
➥ Ask current Latino staff or members about additional popular Latino venues through
which the YMCA can target its outreach and marketing.
For some YMCAs, marketing and outreach to the Latino community were started by bringing programs
and services into the community first, whether this meant organizing popular sports in the community or
forming partnerships with schools. Once community members began to understand and trust the YMCA,
they were more willing to use YMCA facilities and become members.
24
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

International Y-to-Y Partnerships
International YMCA partnerships and relationships can help your YMCA connect to people locally. Y-to-Y
partnerships and relationships allow YMCAs in the United States to connect with YMCAs overseas. Staff
exchanges and shared learning around topics like program or service models, outreach strategies, leadership
recruitment, or philanthropy can bring geographically distant YMCAs together in mutually beneficial
ways to strengthen inclusion efforts.
For example, to reach out to the rapidly growing Latino population in Winston-Salem, the YMCA of
Northwest North Carolina looked to an international partnership. With the coordination of the YMCA of the
USA International Group, a staff member from the YMCA of Léon, Mexico, was identified and recruited to
work in Winston-Salem to create connections and develop trust among the largely Mexican population in
the community. For a period of 18 months, Sergio Diaz lived in and worked from an apartment complex
where many Latinos lived, helping the YMCA of Northwest North Carolina strengthen the participation
of this community in the YMCA’s off-site and on-site programs. The YMCA of Léon, in turn, is learning
about philanthropy and partnership development. The international partnership between Léon and North
Carolina is set to continue with the exchange of additional staff members.
Rick Reigner, CEO of the Greater Elgin Area YMCA in Illinois, also called upon the International
Group to help him strengthen linkages with the growing Latino population in his community. “I first
engaged the YMCA of the USA International Group to educate myself, my staff, and my leadership about
this community.” Through its network of community contacts, the International Group was then able to
connect the Y to strategic Latino leaders and community-based organizations in Elgin, linkages that are
proving essential to developing bridges between the YMCA and the Latino community.
The YMCA of the USA International Group is available to
➥ provide tips for engaging Latinos in particular YMCA programs;
➥ assist your YMCA to adapt or develop new programs and service
models that are inclusive of Latino communities;
➥ work with your YMCA to develop a plan to strengthen
inclusion and measure its success over time;
➥ share information about U.S. and overseas YMCAs exhibiting success in outreach
work to Latino communities and help you contact them for more information;
➥ assist you in beginning an international program that will help your YMCA learn new
outreach and service approaches and see your own community from a new perspective;
➥ identify an overseas YMCA staff or volunteer to assist you with developing
a YMCA outreach plan for Latino communities;
➥ explore or initiate an international partnership or a relationship to help your
YMCA gain greater understanding of and access to a particular community;
➥ share information about external resources and organizations
that may support your YMCA initiatives;
➥ provide guidance and tips for elevating your YMCA World Service annual
support strategies.
“What started as an
international cultural exchange
between two YMCAs has in
fact really solidified the YMCA
of Northwest North Carolina’s
link with its own community.”
Daisy Rodriguez
director of
Hispanic mentoring services,
YMCA of Northwest
North Carolina
▼ TIP
The YMCA of the USA International
Group offers a variety of resources
and services to help YMCAs
maximize their global engagement.
YMCA World Service (part of
the Y-USA International Group)
raises awareness of and financial
support for the powerful work of
the global YMCA movement. Each
year, U.S. YMCAs are instrumental
in mobilizing support for World
Service-funded programs around
the world including many in Latin
America. Hosting a World Service
fundraising event is a great way
to build awareness of the YMCA
as a global organization and to
strengthen the engagement of
your staff, volunteers, members,
partners, and community.
For more information, call
800-872-9622 or visit the
International section on
YMCAexchange
(www.ymcaexchange.org).
YMCA of the USA 25

Measuring Success
Measuring change, and ideally success, is especially critical when introducing a new strategy or initiative
at your YMCA. Are your new outreach strategy and tailored programming attracting Latinos to the Y Do
Latino members feel that they have a stronger voice at the Y as a result of increased Latino leadership
on the board
A solid monitoring and evaluation plan can help you measure the progress of your Latino inclusion
strategy, identify areas needing more work or rethinking, and ultimately consolidate support by showing
that your strategy is producing measurable changes at the Y. A monitoring and evaluation plan can be
very simple yet still produce valuable information to guide planning and management decisions and
mobilize support.
What would success look like
Start by asking yourself and others what success would look like. What would indicate strengthened
Latino inclusion at your YMCA Is Latino inclusion represented by
➥ the number of Latino members and users
➥ the range of programs and services used by Latinos
➥ the number of Latino volunteers and hours invested
➥ diversity among Latino members, users, volunteers, and donors
➥ the number of new members and users referred to the YMCA by an existing Latino
member
➥ the level of Latino satisfaction with services, programs, and the YMCA environment
➥ representation of Latinos among board members and staff
These are just some possible indicators of Latino inclusion. Using a participatory process involving
your YMCA’s staff, leadership, and steering committee, consider what successful Latino inclusion would
look like at your YMCA.
Then, with this group, choose and define your success targets. How much progress should your
YMCA have made in six months or one year or three years For example, if one indicator of Latino
inclusion is the number of Latino volunteer hours per month, what level do you hope to achieve six
months from now Success targets are statements of what your YMCA would like to achieve and can be
used as measuring sticks along which progress is charted.
The table below provides examples of success targets and how progress toward these targets can
be measured.
Importance of establishing a baseline
Don’t forget to take these measures once at the beginning of your initiative so you have a baseline
against which you can measure progress over time.
26
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

Measuring Success
Analysis, action, and dissemination
Once you have collected and compiled data relating to your success targets, it is important to allocate
sufficient time and energy to analysis and action. What does the data indicate about Latino inclusion Are
more Latinos engaged in various roles and activities of the YMCA than before Are Latinos reporting a
stronger sense of ownership of and belonging to the Y Regular monitoring and analysis will enable you to
not only measure success but identify and solve challenges early on.
Your steering committee, board, and staff are key stakeholders to involve in the analysis exercise. With
them, you will want to ask the following types of questions:
➥ What changes have there been since the last measurement or the baseline
➥ Are things changing faster or slower than anticipated How can we accelerate change
➥ Are the changes likely a result of our inclusion strategy, or would these changes have
occurred anyway
➥ Where has there been no change
➥ Where is negative change occurring, and what can we do differently to turn it around
➥ How do we need to adapt, strengthen, or rethink our inclusion strategy
▼ TIP
A Latino member survey (see
appendixes) can also be used as a
tool to measure change over time. How
are Latino members’ responses to the
questions changing over time Is there
a trend and what does it tell you
Finally, remember to disseminate your monitoring and evaluation findings. YMCA staff and leadership,
your donors and partners, and the community at large will be interested in knowing whether your efforts
are resulting in the YMCA achieving stronger Latino inclusion. Continuing to communicate your Latino
inclusion strategy and goals and your progress toward those goals will consolidate and expand support.
YMCA Voices and Experiences
Monitoring Methods
Learning what monitoring methods work for your Y and in your community
can take some trial and error. The Southeast-Rio Vista YMCA, a branch
of the YMCA of Metropolitan Los Angeles, has experimented with several
methods. Initially, the annual membership satisfaction survey was contracted
out to an external firm. In 2007, 1,250 paper surveys were mailed
to members and only 90 came back. Even with incentives and follow-up
phone interviews, the return rate was low.
Recognizing that this method was not yielding results, Executive
Director René Brizuela decided to try an on-site method in which members
were asked to participate in the member satisfaction survey while they
were at the YMCA. Approached in person, members were more willing
to complete the survey and provide feedback. “Though there is some
bias, on-site surveys are better and certainly more cost effective,” says
Brizuela. Staff or volunteers from the YMCA of Metropolitan Los Angeles
are used quarterly as interviewers in an effort to limit bias.
YMCA of the USA 27

Resources and Links
www.ymcaexchange.org
www.ymcaexchange.org
www.ymca.net/worldservice
www.ymcaexchange.org
www.ymcamarketing.org
The role of YMCA of the USA is to strengthen its member associations’ ability to effectively
carry out the YMCA’s mission in their communities, and partner with all YMCAs to achieve the
movement’s collective goals and priorities. For more information, call 800-872-9622.
The YMCA of the USA International Group seeks to strengthen and empower YMCA leadership
at home and abroad in an effort to address the most compelling issues of our time at the local,
national and international levels. The International Group promotes global education and raises
awareness of and financial support for the work of the worldwide YMCA movement through
YMCA World Service. They offer a variety of resources and services to help YMCAs maximize
their global engagement including trainings and workshops; Y-to-Y partnership collaboration
and facilitation; World Service fundraising tips; global engagement assessment, consulting,
and strategic planning; and newcomer and immigrant outreach strategy and training. For
more information, call 800-872-9622.
YMCAexchange is an online resource for YMCA staff and volunteers to access the latest YMCA
news, knowledge and tools from across the movement.
YMarketPlace is an online marketing resource for YMCAs. This Web site provides YMCAs
with access to quality marketing materials, such as logos, images and marketing templates.
YMarketPlace is a free benefit for member associations.
www.hiponline.org
www.lif.org
www.maldef.org
www.migrationinformation.org
www.nclr.org
www.naleo.org
www.latinopolicy.org
www.pewhispanic.org
www.prb.org
www.census.gov
www.ushcc.com
Hispanics in Philanthropy is a network of grantmakers committed to strengthening Latino
communities across the Americas.
The Latino Issues Forum is a not-for-profit public policy and advocacy institute dedicated
to advancing new and innovative public policy solutions for a better, more equitable, and
prosperous society.
The Mexican American Legal Defense and Educational Fund is a not-for-profit Latino litigation,
advocacy, and educational outreach institution that fosters sound public policies, laws, and
programs to safeguard the civil rights of Latinos in the United States.
The Migration Policy Institute is an independent, nonpartisan think tank dedicated to the
study of the movement of people.
The National Council of La Raza is the largest national Hispanic civil rights and advocacy
organization and works to improve opportunities for Hispanic Americans.
The National Association of Latino Elected and Appointed Officials Educational Fund empowers
Latinos to participate fully in the political process, from citizenship to public service.
The National Institute for Latino Policy is a not-for-profit and nonpartisan policy center
focusing on Latino issues.
The Pew Hispanic Center is a nonpartisan research organization dedicated to improving
understanding of the U.S. Hispanic population and to chronicling Latinos’ growing impact
on the nation.
The Population Reference Bureau provides demographic data and analysis on the United
States and countries around the world.
The U.S. Census Bureau Web site publishes census and survey data as well as extensive
analysis of demographic trends.
The United States Hispanic Chamber of Commerce is a national organization that represents
the interests of the Hispanic business community to public and private sectors.
28
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

Appendixes
Notes
Potential community partners
Business organizations and groups
Neighborhood business associations, trade groups, businesses that serve or
employ Latinos
Civic groups
Chamber of commerce, neighborhood associations, school board, town committees,
League of Women Voters, Kiwanis, Rotary
Community organizations
Community-based agencies serving the Latino community
Cultural and artistic groups
Musical groups, libraries, community theaters, museums
Faith-based organizations
Places of worship, faith-based study groups
Health service organizations
Clinics, hospitals, medical and dental offices, government health agencies
Local media
Radio stations, newspapers, TV stations, local cable TV, local Web sites
Outdoor, sports, and recreation
Soccer club, baseball league, boxing gym
Political
Political parties, caucuses, political action groups
Schools and universities
PTA/PTO, school-associated clubs, afterschool care, yearbook, alumni association
Senior citizens
Senior community centers
Social issues groups
Volunteer organizations, immigrants’ rights groups, homeless advocacy, United Way
Veterans groups
Veterans of Foreign Wars, American Legion
Youth groups
4-H, Boys & Girls Clubs, Boy Scouts, Girl Scouts
YMCA of the USA 29

Appendixes
Notes
Create a community profile using census data
Follow the quick steps below to generate a short profile of your community and its Latino population.
1. Go to American FactFinder (http://factfinder.census.gov), a user-friendly online tool for
extracting information from the latest U.S. census and other statistical surveys.
2. Under Fast Access to Information (top of page), enter your YMCA’s zip code, city, or
county name. If you serve multiple zip codes or cities, be sure to run multiple reports
and combine the results to get a full picture.
A fact sheet for your community will appear listing general, social, economic, and housing characteristics
for your community. This demographic profile is most likely based on data from Census 2000, the most
recent full national census. For some communities, more recent data will be available from the American
Community Survey, a detailed survey that is conducted in select places on an annual basis.
You can also click a link to a reference map (see link to the right of “Census 2000 Demographic Profile
Highlights”) that identifies the geographic area that the data covers.
3. Scroll through General Characteristics. The most important statistic to extract under this
heading is the number and percentage of Latinos in your area. The line titled Hispanic
or Latino (of any race) provides the absolute number of people who self-identified as
Hispanic or Latino in the 2000 census and their percentage of the population in that
area. The column titled “U.S.” allows you to compare the proportion of your community
that is Latino with that in the United States overall (12.5 percent at the time of the last
full census).
Click the map link immediately to the right of the U.S. column and FactFinder will display where Hispanics
live in the area.
Click show more at the top of this section. Scroll down to the subsection titled Hispanic or Latino and Race,
where limited details on national origin are provided. (Information is limited to four categories: Mexican,
Puerto Rican, Cuban, and Other Hispanic or Latino.)
4. Scroll down to Social Characteristics. Click show more. Scroll down to Nativity and Place
of Birth to find the number of foreign-born residents in your community, how many had
been in the United States for less than 10 years at the time of the census, and how
many do not have U.S. citizenship status. The subsection immediately below lists the
proportion of foreign born who were born in Latin America. (Nationally, the proportion
of foreign born who were born in Latin America is 53 percent.)
The number and percentage of people who speak Spanish at home is found under Language Spoken at
Home. Also provided is the proportion who speak English less than “very well.”
While not restricted to the Latino population, the subsection Residence in 1995 indicates the number of
people who moved to your community from another county, state, or country in the five-year period before
the census. This gives you an idea of the degree of mobility to and from your community.
5. Large Hispanic or Latino population: If your community is majority Hispanic or Latino
(step 3 above), then you can read much more into the fact sheet as it is reasonable
to assume that the general, social, economic, and housing characteristics of your
community reflect the characteristics of a majority of Latinos in the community. Additional
statistics that may be of interest to your YMCA include these:
➥ Median age
➥ Average household size
➥ Renter-occupied housing units
➥ High school graduate or higher
➥ Bachelor’s degree or higher
➥ In labor force
➥ Median household income
➥ Per capita income
➥ Families below poverty level
➥ Individuals below poverty level
6. For even more detailed data on the Hispanic/Latino population in your area, contact
YMCA of the USA’s Research and Planning department at 800-872-9622 and ask for
the EASIDemographics Advanced Demographics Report. This report is available by zip
code, city, country, or rings around an address, and includes Hispanic/Latino income
characteristics, median age of Hispanic/Latino male and female population, and other
useful data.
30
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

Appendixes
Sample survey for Latino members
Current YMCA members who are Latino are great sources of information about your YMCA’s services and
community. These members can provide insight into the YMCA’s reputation in the Latino community and
the market or demand for programs and services. This member survey, adapted from the YMCA Cultural
Competence Resource Guide, can be completed by current members independently and anonymously,
in paper form or through interviews conducted by staff or volunteers. Adapt the questions as needed for
your context. If possible, provide a two-sided survey with one side in Spanish and one in English.
YMCA of the USA 31

Appendixes
Notes
Glossary of terms related to Hispanic/Latino communities
A Latino (masculine) or Latina (feminine) is a person of Latin American heritage or from a Latin American
culture. The term Latin America refers loosely to countries south of the United States: used this way, it
covers all of South America, Central America, Mexico, and the Caribbean. It is used in a strict sense to
refer solely to the nations in those geographical regions where the Spanish and Portuguese languages
predominate; this narrower definition excludes the countries and territories where English and other
languages are spoken (e.g., Jamaica, Belize, Guyana, Suriname, Haiti, etc.).
Hispanic is one of several terms used to describe residents of the United States with backgrounds or
ancestry from Spanish-speaking countries. It is used to identify immigrants (and their descendants) of a
wide range of ethnicities, races, cultures, and nationalities who use or have used Spanish as a primary
language. Often the term Hispanic is used synonymously with the word Latino. However, Hispanic
specifically refers to people from Spain or the various Spanish-speaking nations. Latinos are people of
Latin American origin. For example, a Brazilian would be Latino, but not specifically Hispanic (unless he
or she is of Spanish origin as well). Likewise a Spaniard would be Hispanic according to most common
definitions of the term, but not Latino. Some people would argue that since Spaniards are Europeans,
they should not be included in a category designated as a minority group in the United States. However,
others would counter that Spain and Spanish-speaking countries, despite many differences, are part of
the same greater cultural sphere.
Some people consider Hispanic to be too general as a label, and some consider it offensive, often
preferring the term Latino, which is viewed as a self-chosen term. Again, Latino refers to people from
Latin America and excludes Spain. The current use of the term Hispanic gained acceptance relatively
recently, as a result of its promotion by the U.S. government and for census collection. Previously, this
group was commonly referred to as Spanish-Americans, Spanish-surnamed Americans, or Spanishspeaking
Americans; however, these terms proved misleading or inaccurate in many cases.
Hispanics and Latinos often identify with their national origin or ancestry. These terms often relate to
specific countries of origin, such as Mexican, Mexican American, Cuban, Cuban American, Dominican,
Puerto Rican, etc. Other terms signify distinct cultural patterns among Hispanics/Latinos that have
emerged in what is now the United States, including Chicano (see below) or Tejano (Spanish for
“Texan,” it refers to native Texans of Latino descent).
Hispanic/Latinos are an ethnic group that may be of any race but are often listed as a category group
separate from whites, Blacks, and other racial groups in the United States. The Hispanic/Latino population
includes people who identify with different racial and ethnic groups. Many Hispanics, particularly
those of Mexican and Central American ancestry, identify as mestizos (of mixed Spanish and Native
American ancestry). Many other Hispanics with Dominican, Puerto Rican, Colombian, or Cuban backgrounds
are of black African or mixed-black ancestry. A number of Hispanic-Americans have Asian,
Middle Eastern, and non-Spanish European ancestry, further demonstrating the complexity of what
it means to be Hispanic/Latino. Many Hispanics, including U.S.–born second- and third-generation
Hispanics, use the Spanish language to varying degrees. The most usual pattern is monolingual Spanish
usage among new immigrants or older foreign-born Hispanics, some bilingualism among long-settled
immigrants and their children, and the use of English, “Spanglish,” and colloquial Spanish within
long-established Hispanic communities by the third generation and beyond.
32
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Appendixes
Boricua is a term used to describe a Puerto Rican or a person of Puerto Rican descent. It is derived from
the Taíno name for the island of Puerto Rico, Boriquen. The Taíno are the indigenous inhabitants of
Hispaniola (the island now shared by Dominican Republic and Haiti), Puerto Rico, and the eastern tip
of Cuba, and are a subculture of the Arawak. Many scholars consider the Taíno to be extinct, wiped out
by genocide and disease; however, some native groups still identify themselves as Taíno.
Notes
A Chicano/Chicana is an American with Mexican heritage. Chicano is deemed to be offensive by some
Mexican-Americans, who prefer other identities such as Hispanic, Latino, or even Spanish. In Mexico,
it is a popular term for Mexican-American, although some in Mexico say the term can refer to a person
from a lower socio-economic class. In the United States, the term carries multiple meanings. Some
believe Chicano was originally a derogatory term, while others believe it was an abbreviation of the term
Mexicano (the letter X is pronounced as CH). Sabine Ulibarri, a recognized author from Tierra Amarilla,
N.M., notes that Chicano is a politically charged term. The term was adopted by Chicano social rights
activists in the 1960s as a political term that recognized both indigenous and Spanish roots. These
activists included Corky Gonzales, who wrote Yo soy Joaquín, and César Chávez, the migrant labor
leader of United Farm Workers and the famous grape boycott. In the 1960s, the Chicano movement
MEChA (Movimiento Estudiantil Chicano de Aztlán) was also formed. Chicano is sometimes written
as Xicano.
Mestizo/Mestiza is a term of Spanish origin describing peoples of mixed-race background. In Latin
America, the term originally referred to the children of one European and one American-Indian parent.
Later the term became common for all people of mixed European and indigenous ancestry in the
Spanish colonies. Mestizos officially make up the majority of the population in most Latin American
countries. Mexico is predominately mestizo. Many Americans of Hispanic and Latino origin identify
themselves as mestizos as well, particularly those who also identify as Chicano.
Many mestizos, Mexicans, and Mexican-Americans use the term la raza in recognition of their
indigenous roots. Literally translated as “the race,” the term refers to the European-Indigenous mixing
of people as a result of colonization. The phrase is explained on a historical marker in Mexico City: “The
fall of the Aztec empire to the Spanish army was neither defeat nor victory, but the painful birth of the
Mestizo people who are Mexico.” In honor of this history, Columbus Day in Mexico is celebrated as Dia
de la Raza (Day of the Race) rather than in celebration of Spanish colonization.
Mulatto/Mulatta originated with the racial policies of European colonizers in the Americas. In Latin
America, the term originally referred to a child of one European and one African parent, but today it
is generally used to refer to “a person of mixed white and black ancestry” (Merriam-Webster Online
Dictionary 2008). The term carries multiple meanings—in some communities it is considered offensive,
while in others it is considered socially acceptable and may be used as a term of personal identity. It is
widely used in Latin America and the Caribbean.
Source: Adapted from Wikipedia 2006. Writers and contributors found that Wikipedia offers the best source for this type
of glossary because it provides detail and background on how terms are presently used and their various connotations.
Other dictionary definitions tended to be very brief and did not provide the socio-political connotations of particular terms
in contemporary usage.
YMCA of the USA 33

Notes
Works Cited
Fry, Richard. 2005. Recent changes in the entry of Hispanic and white youth into college. Pew Hispanic
Center. http://pewhispanic.org/files/reports/56.pdf.
HispanTelligence. 2004. U.S. Hispanic purchasing power: 1978 to 2010 (abstract).
Hurtado, Aída. 1995. Variations, combinations, and evolutions: Latino families in the United States. In
Understanding Latino Families: Scholarship, Policy, and Practice, ed. Ruth Zambrana. Thousand Oaks,
CA: Sage Publications.
Kochhar, Rakesh. 2004. The wealth of Hispanic households: 1996 to 2002. Pew Hispanic Center. http://
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Paniagua, Freddy. 2005. Assessing and treating culturally diverse clients: A practical guide. Thousand
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———. 2006. NCLR voter guide. http://www.nclr.org/files/37082_file_Voterguide_FNL1.pdf.
Passel, Jeffrey S. 2005. Unauthorized migrants: Numbers and characteristics. Pew Hispanic Center.
http://pewhispanic.org/files/reports/46.pdf.
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http://pewhispanic.org/files/reports/85.pdf.
Pew Hispanic Center. 2002. Educational attainment: Better than meets the eye, but large challenges
remain. http://pewhispanic.org/files/factsheets/3.pdf.
———. 2003. Hispanics in the military. http://pewhispanic.org/files/factsheets/6.pdf.
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———. 2006. Pew Hispanic Center tabulations of the 2005 American community survey, table 8: Fertility
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Ramirez, Roberto R. 2004. We the people: Hispanics in the United States. U.S. Census Bureau,
Census 2000 Special Reports. CENSR-18. (Also available in Spanish.) www.census.gov/prod/2004pubs/
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Saenz, Rogelio. 2004. Latinos and the changing face of America. Population Reference Bureau. www.prb.
org/Articles/2004/LatinosandtheChangingFaceofAmerica.aspx.
Suro, Roberto and Gabriel Escobar. 2006. 2006 national survey of Latinos: The immigration debate. Pew
Hispanic Center. http://pewhispanic.org/files/reports/68.pdf.
34
Strengthening Inclusion: Engaging Hispanic/Latino Communities in Your YMCA

Works Cited
U.S. Census Bureau. 2004. Table 1a: Projected population of the United States, by race and Hispanic
origin: 2000 to 2050, U.S. interim projections by age, sex, race, and Hispanic origin.www.census.gov/
population/www/projections/usinterimproj/natprojtab01a.pdf.
Notes
———. 2004. Table 14.1: Poverty status of the population in 2003 by sex, age, Hispanic origin, and race:
2004. www.census.gov/population/socdemo/hispanic/ASEC2004/2004CPS_tab14.1a.html and Table
14.2: Poverty status of the population in 2003 by sex, age, and Hispanic origin type: 2004.
———. 2006. Hispanic-owned firms: 2002. 2002 economic census: Survey of business owners: Company
statistics series. www.census.gov/prod/ec02/sb0200cshisp.pdf.
———. 2008. Table 3: Annual estimates of the population by sex, race, and Hispanic origin for the United
States: April 1, 2000–July 1, 2007. www.census.gov/popest/national/asrh/NC-EST2007/NC-EST2007-03.
xls.
———. 2008. Table 4: Annual estimates of the Hispanic population by sex and age for the United States:
April 1, 2000–July 1, 2007. www.census.gov/popest/national/asrh/NC-EST2007/NC-EST2007-04-HISP.
csv.
YMCA of the USA. 2007. Championing a diversity initiative cultural competence training brochure.
YMCA of the USA 35

Strengthening Inclusion:
Engaging
Hispanic/Latino
Communities in
Your YMCA
YMCA of the USA International Group | 101 North Wacker Drive | Chicago, Illinois 60606 | 800-872-9622 | www.ymcaexchange.org