AAPI Giving Challenge

Inspiring organizations to raise the standard of investment in AAPIs everywhere.

According to research from Asian Americans and Pacific Islanders in Philanthropy, AAPI organizations receive less than .2% of philanthropic giving from foundations. When the wave of anti-AAPI hate and violence highlighted this glaring resource gap in 2021, TAAF’s founding board sprang to action, raising $250 million in financial support for AAPI causes and organizations in a matter of months.

This initial fundraising success inspired our board to launch the AAPI Giving Challenge, a multi-year campaign designed to unlock resources from foundations, corporations and individuals. To date, more than 70 partners have committed $1.1B in donations and in-kind support over the next five years that they will distribute directly to AAPI communities and causes. 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 answering the call to reverse the long-standing underinvestment in our communities.

Like the Giving Pledge and the 1% Pledge, the AAPI Giving Challenge is TAAF’s way of encouraging a movement of leaders and organizations to step up and find ways to drive impactful change. Designed to be flexible and driven by our partners, the Giving Challenge allows participants to shape and manage their own contributions. In some cases, 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 development@taaf.org.

Case Studies

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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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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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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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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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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.

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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.

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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