Asana Case Study on Techqueria

Participated in case study on how Techqueria builds social capital for Latinx in Tech using Asana to scale efforts.

Published on Asana's website on May 4, 2022, at 1:13 pm

Interviewed for a case study on how Techqueria used Asana to scale our org's efforts.


The Latinx community and tech have a lot of overlap: Latinxs are the largest non-white demographic in the US, they rely heavily on technology, and tech is one of the largest wealth-generating industries in the country. However, Latinx people still hold less than 10 percent of jobs in tech. That’s where Techqueria comes in—it’s a nonprofit focused on increasing the number of Latinx leaders in tech through events, partnerships, and jobs.

Since its inception in 2019, Techqueria has grown to two employees and increased its fundraising to $250,000 annually, and they do it as a part-time staff: Every Techqueria employee also has a full-time job in technology. This is even more impressive considering the Techqueria community has over 15,000 members and allies across seven chapters. Members join for a sense of community—they’re likely the only Latinx person at their workplace—and to find job opportunities.

Frances Coronel is on Techqueria’s Advisory Board and acts as the organization’s Technology Director, in addition to being a full-time software engineer at Slack. She’s helped grow the organization, overseeing day-to-day operations and growth. When they first started working together, Frances and her small team relied on Slack to communicate and Google Docs to manage events.

As they grew, Frances realized that a work management tool would be crucial. With more events, partners, sponsors, and volunteers—the organization has over 40 of them—being brought into the fold, as well as a growing team, she knew that Techqueria needed a better way to work together to achieve their full potential.

When Frances set out to find a solution for their growing organization, she knew Techqueria needed the following:

  • A platform that would scale as the nonprofit grows.
  • The ability to invite partners, sponsors, and volunteers to collaborate directly within the platform.
  • A platform that wouldn’t deplete Techqueria’s budget as it expanded.

After trying several options, Frances chose Asana because of its scalability and ease of use across a growing organization, nonprofit pricing, and friendly UI. As an engineer who works on frontend development, this was a big selling point for Frances—and would help her seamlessly onboard her existing team and new employees.

Because Techqueria adopted Asana when the team was still small, Frances kept the rollout simple. She invited every team member to join her in Asana and shared resources with them, such as the Asana Academy and several Guide articles. She helped her team hit the ground running by creating templates for projects they do often, like events. Using templates helped her team understand how to use Asana for a common workflow right off the bat and translate that into other projects.

Over time, Frances started onboarding new hires and board members to Asana so that they’d be exposed to the platform from day one.

Case Study



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