Steps to Building a Relationship and Trust with the Latino Community
Spend time learning about the community and the indivuduals within
Become involved with community organizations and events
Enlist the support of elders, other community leaders, and established community organizations that enjoy a positive reputation
Carefully choose outreach staff who can relate with and be accepted by community members and whose personal and professional goals support the mission and goals of your organization
Demonstrate respect for the Latino culture in all that you do
Be patient
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Recruiting and Supporting Latino Volunteers
B. Hobbs, Extension specialist, 4-H youth development, Oregon State University.
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Connecting with the Latino Community
Building a relationship with the Latino community and establishing trust is the way entry is gained to the community. It is most often a slow process, but a step without which nothing else can be accomplished. It requires a modest and unobtrusive presence, one that is nonthreatening.
Initially the task is one of listening and observing, of going to where the people are and talking with them to learn about the community, to develop an understanding of the culture and context in which people live, and to get to know people as individuals. These conversations also are a time to learn how people view mainstream organizations and issues involving the greater community. They also provide a chance for the community to get to know you. It means attending the fiestas, shopping in the shops, and getting involved in educational events. It also means seeking out and talking with the outspoken members of the community, those who will “tell it like it is” rather than tell you, the outsider, what you want to hear.
What are the issues and concerns of the community? What differences exist within the community regarding country of origin, education level, immigration status, language fluency, etc.? What skills do individuals possess that can be used in a volunteer role? Additional insights may be gained by reading the newspapers Latinos read and by tuning in to their favorite television and radio stations.
Identifying and enlisting the support of elders and other perceived leaders in the community and working jointly with established community organizations that enjoy a positive reputation greatly facilitate establishing a presence in the community. Each can provide access to groups and individuals in the community, and their endorsement brings with it a certain level of credibility and trust. Taking the time to listen to the people and to work through community leaders demonstrates respect for the culture and for the differences that exist between Latinos and the mainstream. Respect is an important part of trust building.
Choosing Outreach Staff
Entry depends on building relationships. Relationships are built with people, not with organizations; thus the people who approach the community on behalf of an organization must be chosen carefully. Finding someone who is from the Latino community and who is bilingual may seem ideal, but in some cases it will not necessarily guarantee successful outreach. There also must be a match between the personal and professional goals of the person and the mission and goals of the organization. Is s/he interested and willing to fill the position as described by the organization?
When hiring a Latino for outreach, compare the background of the individual with that of the majority of the target audience. Take into consideration such characteristics as class, place of origin, and education level. If they differ significantly, be sure that the outreach person can empathize with the community and can be accepted. Age is another consideration. In the Latino culture, older adults generally are accorded more respect.
Bilingual/bicultural skills are a top priority for staff. Being Latino brings additional benefits. For all staff, a critical factor is their ability to earn the trust of the community.
Introducing the Organization
As part of the process of establishing a presence in the community, outreach staff should introduce the organization’s mission and goals and how they apply to the Latino community. Community members must be convinced that the organization’s work is worthwhile and meaningful for their family and community. Being able to relate the goals of the organization to education and health issues that impact Latino families is a strength. These issues generally are of particular concern to Latinos. It’s also important to underscore the critical role that volunteers play within the organization and give specific examples of activities volunteers carry out. In these conversations, the values inherent in the organization also will be conveyed. Some, such as equality and informality, may not be well understood or expected, and therefore will require repeated explanation.
In many Latino households, men may significantly influence the activities of their wives and other family members. Therefore, it’s especially important to reach men when introducing the organization. They need to understand the importance of the work, what exactly their wives will be doing, and what impact volunteering will have on family life.
If the people have no previous experience or understanding of the organization, its value may have to be demonstrated. For instance, involving Latino youth in 4-H sponsored activities hosted by the cultural center or in conjunction with ESL classes for adults at the community college will provide concrete examples of the value of 4-H activities for families. With their children involved, a connection between the adults and 4-H is created. They feel somewhat affiliated and this increases the chance of their becoming involved as a volunteer. This will take time; it will not happen after a few sessions.
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