Forecasting The Hispanic Market
Just a good pithy discussion here about the expanding Hispanic market, from Jose Villa of digital marketing agency Sensis.
I’m intrigued by Villa’s prediction of a Hispanic baby boom: “With close to 20 million Hispanics at or entering child-bearing age over the next 10 years, the potential for a new baby boom is real. The resulting demographic shifts could reverberate across U.S. culture and commerce for the next 50 years.”
The new 2010 US census data might find Hispanics hitting the 50 million mark … or certainly pretty damn close. WOW! Do Hispanics fit into your fundraising planning yet?
Tom
One response to “Forecasting The Hispanic Market”
Behavioral Science Q & A
Thanks so much for raising this. Yes, capturing donor information can be helpful for stewardship like newsletters, thank-you letters, impact updates. But how you ask matters. Forcing full data capture introduces friction that can significantly depress conversion, many donors may simply abandon the process. Beyond the friction itself, required fields also shift the emotional experience […]
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When a subject line leads with the match (“Your gift matched!”), it risks triggering market-norm thinking: the sense that giving is a financial transaction rather than an act rooted in values, identity, and care. This shift reduces intrinsic motivation and, over time, can weaken donor satisfaction and long-term engagement. It also makes the email indistinguishable […]
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There’s no evidence that QR codes suppress mid-value giving; all available research suggests they either help or have no negative effect. In fact, behavioral and usability research consistently shows the opposite: reducing friction at any point in the donation process increases completion rates and total response. And that has nothing to do with capacity and […]
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What you’re experiencing is very common. Resistance often isn’t about capability, but about motivation quality. If board members feel pushed into fundraising, that triggers controlled motivation (low quality motivation) i.e. obligation, guilt, or fear of judgment, which often results in avoidance. Instead, we need to create conditions for volitional motivation (high quality motivation) by satisfying […]
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That’s a really thoughtful question, and you’re not the first to raise it. Many of our clients have been cautious about placing the ask at the very end. To address their concern, we’ve tested both approaches, and the results are clear: when the ask comes last, even if that means it appears on the second […]
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Another question to address is whether Hispanics should be addressed culturally (as it seems the article suggests) or should these second and third generation Hispanics be addressed every other ethnic group that has become part of the melting pot we know as America? As a direct marketer I say, test, test, test and then test again!