One-to-One Digital Marketing

Connected TV

Edge Direct serves Connected TV (CTV) video ads to our target audiences, and then remarkets with display ads to viewers who did not donate. All creative is integrated within the program and is mirrored throughout. This strategy continues to drive awareness and incremental revenue, as well as lift the performance of other online tactics.

Programmatic Audio

Programmatic audio delivers a message to a targeted audience by inserting ads during the delivery of digital audio content. Weekly listening is at an all-time high (96% of Hispanic adults), and individuals often listen to digital audio without any other media competing for their attention and without the ability to easily block audio ads.

PSAs and Earned Media

Specific respectable celebrities are hand-selected to speak to the organization’s mission to continue building trust and affinity with the Hispanic market. Pairing celebrity endorsements with patient stories reinforces the impact of the mission within the Hispanic community and continues to raise brand awareness and credibility for the organization.

Direct Response Television

Direct response television (DRTV), in connection with an omnichannel approach, allows us to target the diverse Hispanic demographic of bilingual, Spanish-dominant, and English-dominant communities. Once Hispanics are emotionally captivated by DRTV spots, are more likely to become sustainers and are more loyal than other donor audiences. Therefore, DRTV is crucial in driving conversions and informing the Hispanic audience about your mission.

Conclusion

The Hispanic population is the fastest-growing demographic in the U.S. Their culture is vibrant and joyous, and the opportunity to connect with them through your mission’s impact is an exciting growth opportunity for all nonprofits.

It is important to remember that a successful Hispanic fundraising program requires time, investment, and, most importantly, a culturally competent fundraising partner to guide your organization. Edge Direct can help your organization navigate the nuances of the various cultures within the U.S. Hispanic community and help you craft your creative to resonate strongly. The key is to relentlessly measure results to optimize audiences and channels over time and monitor long-term program success.