Cinco de Mayo
Folks of Mexican heritage will be celebrating Cinco de Mayo on Saturday, commemorating Mexico's defeat in 1862 of a French army of occupation.
Perhaps by 2062, Cinco de Mayo will be a national holiday in the US, as an observance of the importance of Mexican heritage citizens in America. We suspect many Americans would like the idea of taking a poke at the French, even indirectly.
Meanwhile, here are some items that will interest nonprofit marketers who appreciate the role that Latinos will be playing in our future as donors, advocates and voters … a future already at hand in some states, and taking hold throughout the US.
Discovery Communications is intensifying its US programming efforts targeting Latinos, Discovery en Espanol, providing programming to Azteca America for prime time and for kids, as described in this article. Other mainstream broadcasters are headed in the same direction, even as advertisers clamor to climb aboard Spanish-language networks.
Engaging the 56% of Latinos in the US who are online (67% among 18-27 year-olds and 71% of English-speaking Latinos), social networking sites like MiGente.com, ElHood.com, Quepasa.com, Vostu.com and a Spanish version of Hi5.com are blossoming, as reported in this AP piece. Meantime, Latino youth are carving out their own space on mainstream sites like MySpace, while more and more mainstream media sites have Spanish versions.
Finally, here from MediaPost is an excellent discussion of the differing media habits and attitudes of English-speaking versus Spanish-speaking Latinos.
Use our “latinos” tag on the left side of Agitator's homepage to find other resources regarding marketing to Latinos.
Roger & Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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