Audience Growth Strategy

To truly connect with the Hispanic community, nonprofits must incorporate cultural nuances and core values into campaign creative and omnichannel strategies. From our experience, we recommend considering:

Language Preference

Grammar

Tense Consistency

Proper Tonality

Relevent Imagery & Storytelling

Content Strategy

This is an example of focusing on your constituent experience. Relevant messages get seen, heard, read, and retained; less relevant ones do not. That’s why it is important to know the right donor journey for each donor.

We recommend a data-driven approach based on one-to-one marketing. A message that is customized to the recipient is far more likely to hit that relevant intersection of right person, right message, right timing, and right channels. And, yes, it’s essential that it’s a strategy of channels – plural. Building a true omnichannel platform helps reach donors to build brand awareness and make memorable asks. This is especially true for Hispanic donors who are more likely to use streaming, mobile, and radio.

Supporting Hispanic Direct Mail with Digital

It is important to align your direct mail campaigns with your emails, online ads, and addressable media using similar imagery and messaging to build synergy and keep donors going in the right direction. U.S. Hispanics generally spend more time on social media, and are easy to engage with on YouTube, Facebook, and TikTok as these are their preferred social platforms.