National Hispanic Council on Aging (NHCOA)

What National Hispanic Council on Aging (NHCOA) does

NHCOA is a Washington, DC-based nonprofit advocacy organization founded in 1974, operating for over 51 years with a staff of 13 employees. Its mission is to improve the quality of life for Hispanic older adults, their families, and caregivers across the United States through policy advocacy, research dissemination, community education, and direct caregiver support.

The organization's core programmatic products include a Resource Center for community members seeking aging-related services, the annual State of Hispanic Older Adults in the United States (SHOAR) research report, a caregiver training program (with a new "Caring for Caregiver" training launching Summer 2026), recurring Capitol Hill policy briefings on health topics including 340B drug pricing and MASH/liver disease, the "Cafecito con NHCOA" community engagement series, a blog, and an annual awards ceremony. Its technology footprint is minimal — products are delivered via web content, in-person events, and printed research rather than software platforms.

NHCOA's revenue model is a diversified nonprofit funding stack combining corporate sponsorships from a roster of roughly 12-14 healthcare, pharmaceutical, and consumer brands (Pfizer, PhRMA, AbbVie, Merck, Eli Lilly, Amgen, Novo Nordisk, AHIP, Abbott, AstraZeneca, Bristol Myers Squibb, Herbalife, Verizon, Uber), federal grants from the Administration for Community Living / HHS, individual donations through an online donation platform, and event-based fundraising tied to the annual awards ceremony. Leadership is anchored by President & CEO Dr. Yanira Cruz, with Christina Pacheco serving as Advisor of Research and Resource Development.

Name

National Hispanic Council on Aging (NHCOA)

Legal name

National Hispanic Council on Aging

Website

https://nhcoa.org

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

NHCOA is a 51-year-old Washington, DC-based nonprofit that advocates for Hispanic older adults, families, and caregivers in the U.S. through policy briefings, research reports (SHOAR), caregiver training, and a network of corporate and federal partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Sponsorships: NHCOA receives financial support from pharmaceutical companies and healthcare organizations including Verizon, Uber, Pfizer, PhRMA, AbbVie, AHIP, Herbalife, Novo Nordisk, Amgen, Merck, and Eli Lilly. These sponsorships support the organization's advocacy work, programs, and events for Hispanic older adults.
2. Individual Donations: The organization accepts donations from individuals through its website (nhcoa.org/donate), with the donation page emphasizing support for improving lives of Hispanic older adults, their families, and caregivers. Donations are processed through Classy.org platform.
3. Awards Ceremony Fundraising: The annual NHCOA Awards Ceremony serves as the organization's most important fundraising event of the year, featuring sponsorship opportunities from corporate partners and individual contributions.
4. Federal/Government Grants: NHCOA receives federal funding support, including from the Administration for Community Living (ACL), U.S. Department of Health and Human Services (HHS), as evidenced by grant acknowledgment in mental health programming.

Distribution channels4 records

Marketing channels6 records

Core offering

NHCOA is a national nonprofit advocacy organization that promotes the economic security, health, and housing of Hispanic older adults, their families, and caregivers through policy advocacy, research (including the annual SHOAR report), community education, caregiver training, and a multilingual Resource Center. The organization engages federal policymakers via Capitol Hill briefings and is supported by corporate sponsorships, individual donations, and federal grants.

Product overview

The National Hispanic Council on Aging (NHCOA) is a non-profit advocacy organization, not a technology product company. NHCOA offers a suite of community-focused services including the Resource Center (multilingual information hub), annual SHOAR research reports, caregiver training programs, Capitol Hill Briefings, community programs like Cafecito con NHCOA, blog content, and a donation platform. These programs work together to advocate for economic security, health, and housing for Hispanic older adults.

Differentiator

Problem solved

Functional benefit

Products and services

• NHCOA Resource Center A multilingual information and referral hub that educates and empowers Hispanic older adults, families, and caregivers with accurate information and helpful resources, available via phone or WhatsApp.
• Status of Hispanic Older Adults Report (SHOAR) An annual research report providing data, testimonials, and policy recommendations to address the challenges faced by Latino older adults, their families, and caregivers.
• Caring for the Caregiver Training A training program for family caregivers of Hispanic older adults that addresses caregiver burnout, stress management, and mental health, offered in person and virtually.
• Capitol Hill Briefings Educational policy briefings held at the U.S. Capitol that convene policymakers, healthcare experts, and community advocates to address legislative and regulatory issues affecting Hispanic older adults.
• Cafecito con NHCOA A community engagement program that creates culturally and linguistically relevant content and dialogue with Hispanic older adults, families, and caregivers.

Quantifiable outcome

• Hispanic caregivers providing an average of 37 hours per week of care to older adults
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• ASAP 340BcoreStrategic or Co-development Partner · 23 June 2026Partner in Capitol Hill briefing on 340B Drug Pricing Program. Thomas Johnson, Executive Director of ASAP 340B, provided expertise on the systemic issue of 340B program misuse and its impact on underserved communities.
• Organization for Latino Health Advocacy (OLHA)coreStrategic or Co-development Partner · 23 June 2026Partner in Capitol Hill briefing on 340B. Jeanette Contreras, OLHA Founder and Executive Director, contributed expertise on health equity and accountability in the 340B program for Latino communities.
• Alzheimer's AssociationcoreStrategic or Co-development Partner · 18 December 2025Collaborative partner for the 2025 Awards Ceremony. The Alzheimer's Association works with NHCOA on research recognition and advocacy for cognitive health in Hispanic communities.
• AbbottminorGTM or Marketing Partner · 18 December 2025Healthcare company sponsor of NHCOA's 2025 Awards Ceremony.
• Latino Bold MagazineminorGTM or Marketing Partner · 18 December 2025Media sponsor of NHCOA's 2025 Awards Ceremony.
• Bristol Myers SquibbcoreStrategic or Co-development Partner · 10 December 2025Pharmaceutical partner participating in NHCOA's Capitol Hill Briefing. Jaden Dickinson provided expertise on mental health challenges faced by Latinos, and Lorena Kuri provided closing remarks on inclusion and community impact.
• AstraZenecacoreStrategic or Co-development Partner · 10 December 2025Pharmaceutical partner in NHCOA's policy events. Art Motta, Director of US Federal Affairs and Policy, provided closing remarks at Capitol Hill Briefing.
• Global Liver InstitutecoreStrategic or Co-development Partner · 10 December 2025Partner in NHCOA's Capitol Hill Briefing discussing liver disease and MASH in the context of chronic illness advocacy for Hispanic older adults.
• Latinos for a Secure Retirement CoalitioncoreStrategic or Co-development Partner · 10 December 2025Partner coalition whose Executive Director Jeff Cruz moderated NHCOA's Capitol Hill Briefing. Coalition focuses on advocacy for secure retirement for Latino communities.
• League of United Latin American Citizens (LULAC)coreStrategic or Co-development Partner · 10 December 2025Partner organization whose Director of Research and Policy Dr. Ray Serrano provided expertise on counterfeit anti-obesity medications at NHCOA events.
• VerizonminorGTM or Marketing PartnerCorporate sponsor of NHCOA. Verizon provides financial support as part of NHCOA's corporate sponsorship program supporting advocacy work for Hispanic older adults.
• PfizerminorGTM or Marketing PartnerPharmaceutical sponsor of NHCOA. Pfizer supports NHCOA's mission through corporate sponsorship funding.
• AmgenminorGTM or Marketing PartnerCorporate sponsor and award presenter at NHCOA's 2025 Awards Ceremony. Amgen supports bone health advocacy and NHCOA programming.
• Eli LillyminorGTM or Marketing PartnerPharmaceutical sponsor of NHCOA. Eli Lilly provides corporate sponsorship support for NHCOA's advocacy initiatives.
• PhRMAminorGTM or Marketing PartnerPharmaceutical industry sponsor of NHCOA supporting the organization's policy advocacy work.
• AHIPminorGTM or Marketing PartnerHealth insurance industry association sponsor. AHIP supports NHCOA through corporate sponsorship and participates in policy discussions on Medicare Advantage and healthcare access.
• AbbVieminorGTM or Marketing PartnerPharmaceutical sponsor of NHCOA providing financial support for advocacy programs.
• Novo NordiskminorGTM or Marketing PartnerPharmaceutical sponsor with focus on diabetes and obesity treatments, relevant to NHCOA's health equity advocacy.
• MerckminorGTM or Marketing PartnerPharmaceutical sponsor supporting NHCOA's mission.
• HerbalifeminorGTM or Marketing PartnerCorporate sponsor of NHCOA.
• UberminorGTM or Marketing PartnerCorporate sponsor of NHCOA.
• National Alliance on Mental Illness (NAMI)coreStrategic or Co-development PartnerPartner for mental health education. NHCOA promotes NAMI's 'Compartiendo Esperanza' program for mental wellness in Hispanic/Latino communities.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• League of United Latin American Citizens (LULAC): Long-established national Latino civil-rights organization with a research and policy arm; NHCOA is already an LULAC programming partner, and both organizations engage on Latino health, civil rights, and aging-related federal advocacy.
• AARP: The dominant national aging-advocacy organization with vastly greater resources, lobbying footprint, and membership base; overlaps NHCOA on healthcare, economic security, and caregiver policy, but serves all older adults rather than the Hispanic community.
• UnidosUS (formerly National Council of La Raza): Largest national Hispanic civil-rights and policy advocacy organization; comparable to NHCOA on Latino-focused policy advocacy in DC but with a broader demographic mandate across all ages.

Others

• Aging Life Care Association: Professional association for geriatric care managers; adjacent to NHCOA's caregiver-support and resource-referral work, but focused on professional practice standards rather than federal policy advocacy.

Direct peers

• National Alliance for Caregiving: Coalition and research organization advancing caregiver policy and support; directly comparable to NHCOA's caregiver training and research programs, with overlap in caregiver-burden data and federal advocacy.
• National Council on Aging (NCOA): National nonprofit focused on aging policy, economic security, and health for older adults — the closest direct peer in mission and advocacy approach, differentiated mainly by NCOA's broader (non-Hispanic-specific) focus.
• Justice in Aging: National legal advocacy organization fighting senior poverty through Medicare, Medicaid, and aging-services policy — directly comparable on federal advocacy for low-income older adults, though not Hispanic-specific.
• National Hispanic Medical Association (NHMA): National association representing Hispanic physicians and advancing health-equity policy for Latino communities — closely aligned with NHCOA on Hispanic health-advocacy themes but operating from a clinician/provider perspective.

Emerging players

• Hispanic Federation: National Latino nonprofit providing services and advocacy across health, education, and economic empowerment; overlaps NHCOA on Hispanic community services in the Northeast and Latino civic engagement.
• Alzheimer's Association: National Alzheimer's disease advocacy and research organization; NHCOA is a documented programming partner on Hispanic-aging cognitive health, and both organizations push federal funding and caregiver-support policy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NHCOA
• YouTubeyoutube.com/user/NHCOA
• Facebookfacebook.com/NHCOA
• Instagraminstagram.com/nhcoa
• LinkedInlinkedin.com/company/national-hispanic-council-on-aging-nhcoa-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about National Hispanic Council on Aging (NHCOA)