Untapped Audience

As the diversification of the U.S. continues at a rapid rate, so too does philanthropy, which creates the need for multicultural fundraising that resonates with all donors. With a population buying power of $1.9 trillion, the potential for investment in expanding your circle of giving into the Hispanic market is tremendous.

United States Hispanic Population (2021)

By 2060, the Hispanic population is estimated to be 28% of the total U.S. population.

As one of the fastest-growing groups with a high purchasing power and their charitable giving nature, the U.S. Hispanic population represents an evergrowing opportunity to engage and build donor-giving programs.

A national household survey conducted by the Lily Foundation reported that approximately 67% of Hispanic Americans surveyed gave a charitable gift, and 61% of those gifts were given to help strangers in a given year.

And although the Hispanic population demonstrates a high propensity to give, it has also been reported that they are not asked for donations as frequently in comparison to the White population.

As in the commercial industry where companies have reaped the benefits from Hispanic-targeted marketing campaigns, there is an untapped opportunity for nonprofits to authentically engage with the Hispanic population and convert them into loyal, long-term donors.

Understanding the Hispanic Community

Hispanic cultural competency is essential in building trust with the Hispanic community. As a highly contextual culture, Hispanics are predominantly collectivists who commonly set their individualistic needs aside in favor of the collective harmonious existence and needs of their community.

Understanding the identity, core values, and characteristics of the Hispanic population is key in building trust and culturally relevant fundraising campaigns.

Identity

Hispanic Americans feel strong personal connections to both their cultural heritage and American identity.

Core Values

U.S. Hispanics identify with four key cultural values: family, faith, food, and music.

Language

Not all Hispanics speak Spanish, and those who do might not speak Spanish everywhere.

Media Consumption

The Hispanic audience selected smartphones followed by laptops and smart TVs as their top Internet connection devices.

Data shows that the Hispanic audience adopts new technologies rapidly. Overall, their media consumption and digital behaviors involve staying connected to their community, current events, friends or brands, which speaks to the overwhelming opportunity for nonprofit organizations to reach, engage with, and acquire Hispanic donors.

78% of U.S. Hispanic households have at least one video streaming service.

60% of Hispanics are Digital Natives. Hispanics watch 20% more digital video than U.S. average.

100% of the 50+ age segment listen to local radio.