Are You Talking To Hispanics?
Here from Pew Research is a nice wrap-up of the 2010 US Census figures as they relate to America’s Hispanic population.
We all know the growth is strong — 43% over the past decade. America’s 50.5 million Hispanics now account for 16.3% of the US population.
Five states — New Mexico, Texas, California, Arizona and Nevada — have populations that exceed one-in-four Hispanic. And nine states account for 76% of the total Hispanic population — Arizona, California, Colorado, Florida, Illinois, New Mexico, New Jersey, New York and Texas.
However, what I find most striking is the ‘diffusion’ of the Hispanic population throughout the country. 81% of Hispanics lived in those nine states in 2000, and 86% in 1990.
Moreover, the states with the largest percent growth in their Hispanic populations include nine where the Latino population more than doubled, including a swath in the southeast United States — Alabama, Arkansas, Kentucky, Mississippi, North Carolina, Tennessee and South Carolina. The Hispanic population also more than doubled in Maryland and South Dakota.
Do you think of any of those states when you think “Hispanic”?!
Bottomline … are you communicating with this population?
For nonprofits who have not traditionally addressed the Hispanic community, you have two alternatives:
Focus on making your existing program relevant to the Hispanic audience, and communicate that relevance in culturally appropriate manner. That is, address Hispanics as “Americans” with the same underlying hopes, fears and aspirations as any other Americans.
Or, identify areas/issues of unique interest and priority to Hispanics — but within your general sphere of concern and competence — and develop new programs addressing those areas. That is address Hispanics as having special concerns that your organization might not have focused on in the past.
For your organization, is it a communications challenge or a programmatic one? Or both?
Tom
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