In this article, we will find data-driven Hispanic marketing and fundraising insights to improve your fundraising efforts to Hispanic donors.

Marketing leaders agree that there are big changes in marketing and fundraising almost daily. The ethnic diversity in the United States of America increases every day. And in the term of numbers, there is one ethnicity taking the lead  “Hispanics”.

Here are the five main strategies to apply in the nonprofit sector.

1. Communicate. Don’t translate!

Engaging with the Latino market is more than doing literal translations from the general market messaging and campaigns. It involves an understanding of the culture, motivations, needs, and behaviors to ensure that your purpose is resonating with your intended audience. 

Ricardo Aspiazu, Director of Brand Marketing at Verizon, put it this way: “It is less about language and more about culture.”

In order to reach Hispanics, nonprofits must now engage with culture, not just language.

We have seen brands engaged in literal translations in the past, but the reality is that those messages sound forced and do not mean much to your audience, so instead of creating an impact you are more likely losing money by advertising with messages that do not mean much to the Latino market.

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2. Digital Marketing is a MUST

Hispanic Digital Spending in the US

  • Hispanic digital spending grew by 14.3% in 2018.
  • Asians and Hispanics lead in daily smartphone usage 87% and 85% respectively in 2018.
  • White and Hispanics had 61% and 62% respectively of daily social media.

Nielsen found that “35% agree that they are among the first of their friends and colleagues to try new technology products (over-indexing against non-Hispanic Whites by 36%).”

“…digital has special relevance for Hispanics at different levels of acculturation. With the right talent or partners, you could release Spanish language content on any of those platforms. With digital, you have access to all kinds of Latinos, including many bilingual, bicultural millennials. Hispanics with all kinds of desires and passion points are waiting for you to speak to them.”

David Chitel, CEO and Founder, NGL Collective

Hispanics consume digital content at a higher percentage than any other ethnicity and also they engage more in different digital platforms.

If y you want to reach out to your Hispanic community or donors, you have to meet them where they are, online.

 

3. Hispanics Are Changing the Face of American Society

According to the latest Census data, Hispanics will make up over half of U.S. population growth between 2016 and 2020 (and as much as 80% by 2040-2045).

  • Hispanic buying power in Arizona will surpass $57 Billion by 2022.
  • From 2017-2018, Hispanics accounted for more than half of the U.S population increase.

Also, Hispanics have a longer life expectancy and a younger median age. Therefore,  as this demographic moves into its prime years of wage-earning, it is reshaping the U.S. market.

The nation’s Hispanic population is projected to double by 2050.

By only looking at the demographic data, Vanessa Strain, VP of Multicultural Growth and Strategy at Nielsen urges says that “nonprofits to invest now in multicultural marketing and fundraising while there is time to plan.”

The Hispanic community is a growing population that already values community and social causes. No matter what experience your nonprofit may have had with the Hispanic community or fundraising, this market cares about community and social causes.

Don’t miss the massive opportunity to get ahead of the curve!

According to Nielsen’s Descubrimiento Digital: The Online Lives of Latinx Consumers:

  • 57% of U.S. Hispanics agree they are more likely to purchase from brands that support a cause they care about.
  • 43% expect the brands they buy to support social causes (over-indexing non-Hispanic whites by 26%).
  • 58% agree they are willing to pay more for a product that is environmentally safe.
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4. Collaboration Is Critical for Hispanic Marketing Success

Marketing is a very specialized field, and it’s a lot cheaper in the long term to hire an agency than to hire a full-time team in-house.

Multicultural marketing veteran Aldo Quevedo warns against leaving the Hispanic marketing up to the general marketing professionals.

“If your nonprofit recognizes the need for Hispanic marketing, that objective will probably butt heads at some point with general market goals. Plenty of organizations end up working with both a Hispanic marketing agency and a general market agency. This may seem complicated, but successful collaboration is a game-changer.”

– Aldo Quevedo, Principal and Creative Director, Richards/Lerma

Alberto Lorente, Sprint’s multicultural marketing director, attributes much of Sprint’s success in Hispanic marketing to their Hispanic marketing agency partners.

In 2017, about 34 percent of Sprint’s new customers were Hispanics, — and at the time, they only composed 18 percent of the U.S. population!

Commitment is key.

The success of marketing leaders is linked to their commitment to reaching out to the growing Hispanic market.

I’m confident that with the same commitment, your nonprofit can experience the same success in optimizing your fundraising by connecting with the heart of Hispanics.

5. Hispanics Are Generous

The myth, claiming that Hispanics either don’t have the means to give, or that philanthropy isn’t as valued in their culture.

Multicultural marketing leader Jose Villa says differently.

“Hispanics are a huge opportunity for organizations that depend on donors.”

– Jose Villa

The main reason for this myth is because the average Hispanic will give to their church mostly.

However,  today Hispanics are growing accustomed to the American society where “the church is a less dominant cultural force. And the alternatives for giving are endless…”

For example in 2019, Telemundo and Univision raised $20 million in 30 hours for victims of Hurricane Maria and the Mexico City earthquake, out of a primarily Spanish-speaking audience!

One of my favorite examples is how St. Jude Children’s Hospital set a record raising $4.6 million in a campaign with Spanish-language channel Univision.

This is a big opportunity for nonprofits like yours to become the charity they give to.

And if you want to glean even more insights into how your organization can develop relationships with Hispanic donors, Contact us today and let’s talk over a cafesito

Extra:  So, Latino, Hispanic or  Latinx? 

Hispanic. Latino. Latinx. We get it—these terms can be confusing. But here’s a little help.

 

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