AAPI Giving Challenge

Calling on organizations to invest in AAPI communities everywhere.

According to research from Asian Americans and Pacific Islanders in Philanthropy (AAPIP), AAPI organizations receive less than .2% of philanthropic giving from foundations, despite making up 7% of the US population. When the wave of anti-AAPI hate and violence highlighted this glaring resource gap in 2021, our founding board sprang to action, launching the AAPI Giving Challenge, a multi-year campaign designed to unlock resources from foundations, corporations and individuals to benefit the AAPI community.

To date, more than 130 partners, including 70 corporate partners, 13 foundations, and 50 individuals, have committed $1.1B in donations and in-kind support, most of which will be distributed directly to AAPI communities and causes over the next five years. Whether through direct grant-making to AAPI organizations, investing in diversity programs, supporting AAPI businesses, or providing in-kind services, our Giving Challenge partners are making a commitment to reverse the long-standing underinvestment in our communities.

Like the Giving Pledge and Pledge 1%, the AAPI Giving Challenge is TAAF’s way of encouraging a movement of leaders and organizations to step up and find ways to drive collective change. Designed to be flexible and driven by our partners, the Giving Challenge allows participants to shape and manage their own contributions. Where requested, TAAF works alongside Giving Challenge partners to help them implement their commitments. To learn more about how to be part of this powerful movement, please contact partnerships@taaf.org.

A Snapshot of Giving:

$1.1 Billion in Commitments
Over Five Years
130+ Partners

Where it came from

Where it's going

See how our partners are driving change.

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Etsy

Etsy brings AAPI shop owners to the forefront

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Etsy brings AAPI shop owners to the forefront

Etsy joined the AAPI Giving Challenge with a commitment to support AAPI small business owners and organizations serving the community. In 2021, Etsy launched a curated collection of items from AAPI-owned Etsy shops, from everyday staples to items inspired by their heritage. Etsy also highlighted some of the shop owners' stories. In the face of increasing violence against the AAPI community, CEO Josh Silverman expressed solidarity and reinforced Etsy’s long-standing policies and rigorous enforcement processes in place to protect our community and prohibit items that promote hate or violence on the Etsy marketplace. The company also supported the Asian Pacific Policy and Planning Council and Asian Americans Advancing Justice with $500,000 in funding.

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East West Bank

East West Bank funding better AAPI data reporting

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East West Bank funding better AAPI data reporting

As a bank founded to address financial discrimination against Chinese Americans, East West Bank has proven that investing in underserved communities is good for business. In 2021, it was ranked No.1 Performing Bank in its market category, and won Bank Director’s “Best Board'' title in 2022. East West Bank has a decades-long history of supporting non-profits devoted to diversity and anti-discrimination efforts. In 2022, East West Bank announced it would donate upwards of $6 million to nonprofits and initiatives supporting the AAPI movement for inclusion, equality, and justice. In joining the AAPI Giving Challenge, East West Bank took their work even further by supporting LAAUNCH, a non-profit devoted to tracking discrimination-related data to better inform policymaking.

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McKinsey & Company

McKinsey investing in new AAPI leaders

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McKinsey investing in new AAPI leaders

McKinsey’s award-winning Connected Leaders Academy is a key launching ground for many decision makers in corporate America. In 2021, McKinsey joined the AAPI Giving Challenge by launching their Asian Leaders Academy, a program devoted to advancing racial equity and closing the AAPI representation gap in the highest tiers of American industry. To date, more than 30,000 individuals from 800+ organizations have participated in and graduated from Connected Leaders Academy.

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Amazon

Amazon steps up for AAPI artists, makers, and students.

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Amazon steps up for AAPI artists, makers, and students.

As a founding partner of the AAPI Giving Challenge, Amazon set the pace in 2021 by donating 10 million dollars to The Asian American Foundation, and committing to amplify AAPI content and causes across its global suite of platforms. In time for Asian Pacific Heritage Month, Amazon worked with AAPI writers, influencers, and non-profits to launch an unprecedented array of programming on Amazon Music, Prime Video, Amazon Book Review, Amazon marketplace and even, Alexa.

Asians at Amazon, the Amazon affinity group, is committed to serving the communities where they work. Asians at Amazon’s NYC chapter recently partnered with local organizations to make a positive impact on the community, including working with Apex for Youth to support elementary and middle school children in the New York area.

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P&G

P&G launches media advocating for AAPI representation

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P&G launches media advocating for AAPI representation

To address rising levels of bias against the AAPI community, P&G launched a film and integrated campaign designed to inspire conversation and action around correctly pronouncing AAPI names. As an AAPI Giving Challenge partner, P&G has continued to demonstrate leadership by supporting the launch of a Sesame Street special devoted to addressing anti-AAPI hate, and introducing their first-ever Asian-American character, Ji-Young. 

In addition, P&G is supporting local and national organizations that focus on bystander prevention training, AAPI leadership development, supporting AAPI women and girls, and increasing diversity in media and newsrooms.

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Walmart

Walmart.org invites TAAF to the table

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Walmart.org invites TAAF to the table

In 2021, Walmart and the Walmart Foundation founded the Walmart.org Center for Racial Equity with a $100 million commitment over five years to address the drivers of systemic racism and accelerate change. When Walmart joined the AAPI Giving Challenge as a founding partner, the Walmart Foundation expanded their mission at Center for Racial Equity to make grants to support AAPI community organizations. TAAF is collaborating with the Walmart Foundation on projects to drive impact for the AAPI community.

Frequently Asked Questions

What is the Giving Challenge, actually?

The Giving Challenge is a campaign to unlock resources for the AAPI community. The challenge has been intentionally designed with flexibility in mind, allowing corporations, foundations and donors to allocate and drive resources to AAPI communities and causes over a five year period.

Whether through direct grant-making to AAPI organizations, investing in diversity programs, supporting AAPI businesses, or providing in-kind services, the Giving Challenge is creating a legacy of collective giving to AAPI causes and communities at an unprecedented scale.

While over 95% of the commitments are new, included in the Giving Challenge are existing recent investments in the AAPI community. The Giving Challenge not only engages new partners but celebrates current ones.

Why did TAAF launch the Giving Challenge?

We launched the Giving Challenge as a rallying cry for foundations, corporations, and donors to come together in support of AAPI causes. We wanted to make visible the chronic underinvestment in AAPI communities, and to help the dedicated organizations and nonprofits that have been working for decades who remain underfunded.

"As we started conversations with leading foundations, philanthropists, and corporations, AAPI issues were really not on the radar screen for any of these organizations. We talked to hundreds of companies and asked, 'How are you thinking about supporting the Asian American community as part of your DE&I and philanthropic budgets? What are you doing for them? What’s your strategic plan to support them?.' What we really want you to do is to be able to commit for the next five years a certain amount of money in support of whatever causes within the Asian American community that you decide. But we want a commitment of resources.” —Joe Bae, Founding Board Member

The $1.1 billion in resources pledged for AAPI communities and causes over a five year period is just the beginning. This overwhelming response to the Giving Challenge has shown that corporations, institutions and donors alike are eager to meet the moment in support of AAPI causes. TAAF will continue to partner with them to support their efforts in a meaningful, long-term way.  

Those who have joined the Giving Challenge get the opportunity to engage each other across industries to share ideas, strategies and best practices.  With over 130 partners on board, we will continue building community across institutions, foundations, and AAPI organizations in an effort to unlock more resources for Asian American and Pacific Islander communities.

Do you actually have a billion dollars in the bank?

No. While some AAPI Giving Challenge contributions have been pledged directly to TAAF, over 83% of the $1.1 billion commitment will be distributed over 5 years directly by Giving Challenge partners to the AAPI community and causes of their choice. To date, $173 million has been committed to TAAF over 5 years.

Does any of the fundraising money from the AAPI Giving Challenge go to TAAF?

TAAF received about $173 million (or 17 percent of resources) committed over 5 years through the AAPI Giving Challenge, including the initial commitment from the TAAF Board to cover operating costs of the organization. However, the AAPI Giving Challenge is not about raising money for TAAF. When we recruit partners to join, we make clear that this is not about us – it’s about driving resources to our communities by facilitating partnerships between the business and nonprofit community and raising awareness for AAPI causes.

How does TAAF continue to work with partners? What’s next?

The $1.1 billion captured so far through TAAF AAPI Giving Challenge represents the largest philanthropic commitment in history fully focused on supporting Asian Americans and Pacific Islanders. We are incredibly proud that so many partners stepped up to make history and participate in the challenge. Now, we look forward to seeing them implement their commitments over the next several years and hope they will continue to share out the progress they’re making. TAAF will also continue to encourage even more partners to join the AAPI Giving Challenge and deliver much-needed resources to AAPI communities. We look forward to providing ongoing updates about the status of the AAPI Giving Challenge, its partners, and our overall impact.

How do I get involved?

If you are ready to make a commitment to the AAPI community, fill out the form below or write to us at partnerships@taaf.org and we will be in touch!

Learn more and get involved

Please fill out the form below to learn how to get involved with the AAPI community. If you are a member of the press, please fill out your media affiliation, questions and deadline.

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