About Us

New Mexico Counts 2020 is an outreach campaign supported by a collaborative of funders listed below to help ensure that all New Mexicans are counted in the 2020 Census, especially in the most hard-to-count and reach communities. The NM Counts 2020 Collaborative is comprised of the New Mexico Census 2020 Funder Group, New Mexico Civic Engagement Table and Center for Civic Policy, Native American Voter Alliance Education Project, along with the U.S. Census Bureau, the New Mexico Statewide Complete Count Commission, the UNM Geospatial and Population Studies Department, MediaDesk and others stakeholders who are all working to ensure a complete and fair count in the 2020 census.


  • Raised over $1,000,000 for NM Counts 2020 and are now actively engaged in a public education campaign and passing along thousands of dollars in grant support to nonprofit and Tribal partners.
  • Working with the UNM State Demographer, we put together private and public funding of $363,500 for the Local Update of Census Address (LUCA) that identified 100,000 addresses in hard to count areas that were missing from the U.S. Census Bureau’s files. The US Census Bureau has added 63,000 of those addresses to its files—if all addresses were counted—it could garner billions more federal dollars to New Mexico especially in traditionally undercounted communities.
  • Helped advocate for a $3.5 million dollar state investment in Census 2020 outreach through NM State appropriations in FY 2019. That funding includes $2.4 million to 33 counties across the state, $400K to Indian Affairs Department for the 23 Pueblos, Tribes and Nations, $300K for a census campaign in our public schools and funding for media outreach and demographic support.
  • Funded Latino Decisions to conduct the first ever statewide polling research of the most effective messages for encouraging participation of the hardest to count communities in New Mexico. The research also demonstrated of trusted messengers and the best means of reaching hard to count communities.  That polling research now informs the strategy of every census effort across New Mexico.
  • Census funder members participated in an amicus brief opposing the addition of the Citizenship Question to the US Census, which was included in the case that prevented the question from being added to the 2020 Census.
  • Participated in the development of an Executive Order establishing an official Statewide Complete Count Commission, Two Census Funder members serve on the Statewide Complete Count Commission, and others on various county and city complete count committees.
  • Helped build a network of strategic organizational alliances among funders and other stakeholder groups throughout the state to help ensure a fair and accurate New Mexico 2020. Funded the development of a coordinated, statewide outreach, communications and media strategy to effectively encourage participation of historically undercounted New Mexico communities, developed a Get-out-the-Count (GOTC) campaign in targeted geographies across the state to educate HTC communities about the Census.
  • Awarded 46 grants/contracts to nonprofit and Tribal groups throughout the state in HTC areas for a total of $531,600. These non-profit groups are focused on turning out the count for Tribal, Hispanic, African American, Asian-American, immigrant, refugee, LGBTQIA and rural communities.
  • Convened a statewide census gathering of over 250 multi-sector partners engaged in Census 2020 outreach. Congresswoman Deb Haaland, one of only two Native American members of Congress, gave a keynote address.  Message and outreach trainings were offered to participants, and the gathering enabled strong connections and coordination among key stakeholders.
  • Funded the development of the NM COUNTS 2020 website, which provides mapping tools to allow interested parties to identified hardest to count communities in New Mexico based on demographics, poverty, broadband access. The website also provides national and local resources on census messaging.

New Mexico Census Funder Group

New Mexico Counts 2020 is a two-year state advocacy and action plan developed by the New Mexico Census Funder Collaborative with a mission to assure that all New Mexicans are counted in the 2020 Census and have a positive impact in our communities. Our funding collaborative is now formalizing a process for implementing the plan under the oversight of a New Mexico Counts 2020 Committee composed of funders and other key partners.

The Committee is charged with responsibilities associated with identifying resources and soliciting funding to support the implementation and oversight of the plan. The New Mexico Association of Grantmakers is facilitating the Committee’s work, led by co-chairs, Allan Oliver, Executive Director, Thornburg Foundation and Randy Royster, CEO and President, Albuquerque Community Foundation, also fiscal sponsor for the Funding Collaborative.

New Mexico Counts 2020 Committee

Albuquerque Community Foundation
McCune Charitable Foundation
Taos Community Foundaton
Community Foundation of Southern New Mexico
New Mexico Association of Grantmakers
Thornburg Foundation
Con Alma Health Foundation
New Mexico Community Foundation
United Way of Central New Mexico
J F Maddox Foundation
Santa Fe Community Foundation
W.K. Kellogg Foundation
Los Alamos Community Foundation
Santa Fe Community College Foundation
Grant County Community Foundation
Anderson Charitable Foundation
Brindle Foundation
R.T. Keeler Foundation
LANL Foundation