Promesa y Esperanza: How Hispanic Media and Community Fuel St. Jude's Mission

MEMPHIS, TN – December 30, 2025 – A powerful coalition of Hispanic media outlets, Latin music stars, and thousands of listeners recently united for the St. Jude Promesa y Esperanza® (Promise and Hope) broadcast, raising an impressive $5.2 million to support the lifesaving mission of St. Jude Children’s Research Hospital®. The event highlighted a growing trend of culturally resonant philanthropy, demonstrating the immense generosity of the Hispanic community when mobilized for a common cause.

The broadcast, part of the wider Music Gives to St. Jude Kids initiative, encouraged listeners to become Ángeles de Esperanza (Angels of Hope) by pledging a recurring monthly donation of $19. This call to action resonated across 15 major markets, from Los Angeles to Puerto Rico, turning airwaves into lifelines for children battling cancer and other life-threatening diseases.

“Promesa y Esperanza demonstrates the power of generosity and shared purpose to unite communities and inspire hope for children everywhere,” said Ike Anand, president and CEO of ALSAC, the fundraising and awareness organization for St. Jude. “We are grateful for events like this and dedicated donors who make it possible for St. Jude to provide customized care for some of the world’s sickest children, regardless of their race, ethnicity, beliefs, or ability to pay.”

A Symphony of Support: The Power of Hispanic Media

The event's success was driven by an unprecedented collaboration among Spanish-language media giants. Uforia, iHeart, and Latino Media Group dedicated their platforms, transforming radio stations into hubs of charitable giving. This unified front leveraged the deep trust and connection these outlets have with their audiences.

“We are proud to use our platform as the leading Spanish-language audio network in the U.S. to support children facing life-threatening diseases,” stated Ismar SantaCruz, senior vice president of audio-first content & music strategy for TelevisaUnivision. “We are especially grateful to the St. Jude patients who visited our studios and shared their stories. Their voices inspired hundreds of listeners nationwide to become Ángeles de Esperanza.”

The campaign’s reach was amplified by beloved artists and influencers. Singer Jacqie Rivera co-hosted a segment on Buena Vibra K-LOVE 107.5 FM, while members of the popular group La Maquinaria Norteña joined the El Bueno, La Mala y El Feo podcast to share the hospital's mission. This integration of celebrity voices with personal patient stories created a compelling narrative that moved beyond simple fundraising into a shared cultural experience.

The Heart of Giving: Philanthropy in the Hispanic Community

The overwhelming response to the Promesa y Esperanza event is a powerful illustration of philanthropic trends within the U.S. Hispanic community. Research shows that charitable giving among Latinos is deeply rooted in the values of family, faith, and community. Donors are often motivated by personal connections and a high degree of trust in an organization's mission, rather than abstract statistics alone.

The St. Jude campaign masterfully tapped into these motivations. By centering the stories of patient families and using the resonant theme of "Promise and Hope," the broadcast forged an emotional bond with listeners. Hearing directly from families who have benefited from St. Jude’s care—like Aylin’s family on Despierta América or Yarianis’s appearance on El Gordo y La Flaca—provided the tangible, human impact that inspires action.

This approach aligns with findings that Hispanic households, while participating in formal giving at rates that mirror the general population, contribute a larger share of their wealth to charity and are highly active in informal giving, such as directly supporting family and community members. The Ángeles de Esperanza program provides a structured, accessible way for individuals to channel that inherent generosity toward a cause that reflects their core values of protecting family and supporting the community's most vulnerable members.

Fueling the Mission: How Donations Sustain St. Jude's Unique Model

The $5.2 million raised is more than just a number; it is critical fuel for St. Jude's revolutionary operational model. Since its founding in 1962, the hospital has operated on the principle that families should never receive a bill for treatment, travel, housing, or food. This allows them to focus solely on their child's survival and well-being.

This "no bill" policy is sustained almost entirely by public generosity. While St. Jude will bill a patient's insurance if available, it covers all co-pays, deductibles, and any other cost the insurance does not cover. For the vast majority of its funding, the institution relies on individual contributions and events like Promesa y Esperanza. An estimated 89% of the funds needed to sustain and grow St. Jude's operations must be raised from donors.

This financial model has proven both effective and trustworthy. St. Jude consistently earns top marks from charity evaluators like Charity Navigator, which gives it a Four-Star rating for financial accountability, and the Better Business Bureau's Wise Giving Alliance. The organization directs approximately 82 cents of every dollar donated toward its current and future needs, including pioneering research and world-class patient care. This investment has yielded incredible results, helping push the overall childhood cancer survival rate in the U.S. from a grim 20% when the hospital opened to more than 80% today.

The Faces of Hope: Patient Stories at the Forefront

Behind the fundraising totals and survival statistics are the individual children and families whose lives are transformed by St. Jude. Their stories are the heart of the hospital's mission and the most powerful testament to its impact. One such story is that of Yarianis, a teen athlete from Puerto Rico who was diagnosed with bone cancer that had spread to her lungs.

Facing a terrifying diagnosis far from home, her family found a sanctuary at St. Jude. She underwent intensive chemotherapy and a complex limb-sparing surgery to save her leg. Throughout her treatment, her family was by her side, free from the crushing weight of medical debt. During her recovery, a video of Yarianis determinedly climbing a set of stairs during physical therapy became a symbol of her resilience and the hope that St. Jude provides. Her family's appearance during the broadcast brought her journey to life for millions.

Similarly, the stories of Carlitos in Los Angeles and Aylin on national television served as powerful reminders of what is at stake. These children are not just patients; they are the faces of the promise and hope that the Hispanic community, through its collective generosity, helps to fulfill. The funds raised ensure that for every child who arrives at St. Jude, the focus remains squarely on one goal: finding cures and saving children.