In the demographics of the United States, Latinos are ascendant. As of the 2020 Census, people identifying as Hispanic or Latino make up 19 percent of the country—the second largest racial or ethnic group after non-Hispanic white Americans. They now constitute the majority of California and New Mexico residents, and 20 percent or more of kindergarteners in eighteen states and the District of Columbia. Expanding beyond hubs like California, Texas, and Florida, they are increasingly residing throughout the country, with the highest rate of population growth in states like North and South Dakota.
And yet, despite their growing presence, Latinos are often poorly understood and represented in American society. National institutions have struggled with how to define this large and heterogeneous group, even including what to call them. Meanwhile, misguided and outdated stereotypes have clouded their image, obscuring their category-defying multinational, multiracial, and multicultural origins in favor of a simplistic story.
Thankfully, a new Smithsonian museum is coming to Washington, DC, to paint a fuller portrait: the National Museum of the American Latino. As the museum works toward a physical home on or near the National Mall, it recently made a major step forward, unveiling its inaugural strategic plan, logo and branding identity, and charter membership drive. To learn what the process of planning the museum has revealed about engaging and representing Latinos in museums, I spoke with Founding Director Jorge Zamanillo (who also happens to be the Chair of the AAM Board). Here’s what he had to say:
Joseph O’Neill: The new vision statement emphasizes that “the lived experience of American Latinos transcends geographic and cultural stereotypes.” What are some of those stereotypes you’re hoping to combat through the museum?
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Jorge Zamanillo: The museum has to serve as a trusted cultural ambassador to promote the diverse and authentic lived experiences of US Latinos. It acts to break the stereotype that all Latinos are one race when, in fact, American Latinos represent many races and have roots in more than thirty countries and territories, each with its unique history, culture, and traditions. The museum also includes the rich contributions of Afro-Latinos and Indigenous communities—often underreported or underrecognized—through programs and events. The power of American Latino communities is centered on their diversity, which is the same foundation of America’s narrative of strength, resilience, endurance, and hope.
We aim to show that US Latino culture is more than an annual observance of popular foods and dances. Through outreach, fundraising, and a brand awareness campaign, the museum aims to elevate Latino history and culture. We also aim to create spaces that help bridge divides and dispel misperceptions by offering resources to inform the public about the invaluable contributions of American Latinos, foster a deeper understanding of American history and culture, and connect communities nationwide.
JO: The process for developing the plan involved surveys, SWOT analyses, interviews with key stakeholders, and more. Did any themes emerge from this that surprised you?
JZ: We weren’t surprised to learn that there is a need and desire for a museum like this to represent US Latino communities and their stories. On the contrary, the findings validated the need for a national museum that captures the diversity of the Latino experience in the US and serves as a cultural anchor. Developing this strategic plan helped crystalize our core values for the museum—collective caring, authenticity, accessibility, innovation, and collaboration. In addition to being an iconic destination in the national capital where Latino communities belong, we want to be a home where stories unfold, cultures connect, and, most importantly, everyone is welcome.
JO: The plan mentions a priority to “elevate Latino philanthropy” in the museum’s fundraising efforts. Why do you think it’s important to tap into Latino philanthropy specifically, and what have you learned about doing this successfully?
JZ: The museum must tap into Latino philanthropy to recognize, honor, and empower the Latino community as key contributors to preserving their heritage and culture. By elevating Latino philanthropy, the museum acknowledges the legacy of giving within the Latino community, which has often taken the form of mutual aid, communal support, and grassroots efforts. This builds trust and ensures that Latinos actively secure the museum’s future.
Elevating Latino philanthropy also aligns with the museum’s mission to be a community-centered institution. Latinos will see themselves reflected in every aspect of the museum, from its exhibits to its funding sources. When the community feels invested in the museum’s mission, it creates a shared sense of ownership, pride, and responsibility in preserving and telling their stories.
Furthermore, by focusing on Latino philanthropy, the museum can build a sustainable and diverse donor base that strengthens its impact and resilience. As Latino communities continue to grow and thrive, tapping into their philanthropic potential helps fund the museum’s initiatives while fostering a deeper connection with the very communities it serves.
We find that donors and funders with ties to Latino communities are deeply invested in preserving and representing Latino culture and history in the United States. This is especially true among business leaders and executives who are in positions to make decisions about corporate and foundation support. We also expect similar enthusiasm and support among individual donors through our Charter Membership Program, which serves as a grassroots approach to connecting with and empowering the broader Latino community.
JO: Can you tell us more about the Charter Membership Program and how you think a grassroots funding model like this can be successful?
JZ: Our Charter Membership Program is designed to engage individuals nationwide in supporting and connecting with the museum. This program invites supporters to become founding members, which helps raise essential funds and creates a sense of belonging and shared investment in our mission. Members become part of a national movement to elevate and preserve Latino history and culture by joining.
Grassroots funding is at the heart of this effort. Broad-based community support can create a powerful sense of ownership and pride in the museum. Grassroots funding succeeds when individuals feel that their contributions, regardless of amount, are meaningful and essential to the museum’s mission. This approach also aligns with Latino cultural values of mutual support and collective action. By offering various giving levels and benefits, we aim to make participation accessible to all and show everyone’s support counts.
What makes grassroots funding effective is that it builds momentum through personal connections, stories, and shared values. Through the Charter Membership Program, we’re creating opportunities for people to not just donate but to join a larger community united by a shared vision. We’re leveraging digital outreach, events, and local partnerships to reach individuals nationwide and create a national network of supporters. This approach allows us to amplify the impact of every contribution and sustain long-term engagement.
Ultimately, this program helps us achieve two critical goals: raising the necessary funds to support our initiatives and building a nationwide community of museum ambassadors who are committed to preserving and celebrating Latino culture.
JO: How do the new logo and branding you’re debuting reflect the vision and goals of the museum?
JZ: The new logo symbolizes the museum’s commitment to bringing clarity and insight into the diverse lives, stories, histories, and cultures of US Latinos. The logo’s vibrant colors and dynamic design elements visually represent the diversity and resilience of the US Latino community. The brandmark illustrates how the National Museum of the American Latino will bring US Latino culture and history into focus and become an iconic destination in the nation’s capital. The logo reflects our core vision and goals, centered around preserving the rich history, culture, and contributions of Latinos in the US.
To celebrate the new brand launch, museum supporters are invited to share stories or reasons why the museum matters on social media as part of the #MiMuseo (My Museum) campaign. Personal connections to the museum can showcase how it belongs to everyone and reflect the histories, stories, achievements, and cultural heritage of Latinos throughout the American experience.
JO: Is there any advice you could share for other museums trying to represent and engage Latinos more fully?
JZ: We are learning that authentic storytelling that reflects the diversity and richness of the US Latino diaspora and the American experience is crucial for effectively representing and engaging US Latinos. Our team is visiting communities nationwide to seek input and build relationships with Latino communities through partnerships and collaborative programming. We want to center Latino voices and stories in our museum planning and work.
Since 2023, the museum has hosted ninety-six listening sessions in thirty cities and nineteen rural communities across twenty-two states. These conversations included local leaders, educators, artists, museum workers, and others who support Latino communities or work with Latino content.
