Hola! Am I Beating A Dead Horse?
Periodically, I pass along articles talking about marketing to Hispanics.
Here are a few more … from Business Week re TV advertising, Online Media Daily re online behavior, and from Engage:Hispanics re brand perceptions. All good background reading.
But am I beating a dead horse here?
Everytime I do this, I ask Agitators readers for some success stories about nonprofits reaching out to the Hispanic audience.
Nada! Three possibilities …
- Complete and utter disinterest in marketing causes and charities to Hispanics.
- Complete and utter failure in attempted efforts, so no success stories.
- You’re just not in a sharing mood, because you’ve been sooo successful you want to keep this gold mine to yourselves.
Which is it? Is anybody out there marketing to Hispanics? Doesn’t someone out there deserve a raise?!
Tom
3 responses to “Hola! Am I Beating A Dead Horse?”
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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Hi Tom:
The horse is not dead!!! For more than 12 years, the March of Dimes Foundation has successfully been reaching out to Hispanics with culturally relevant and linguistically appropriate mission messages.
The Foundation is committed to improving the health of all moms and babies. Through its Pregnancy & Newborn Health Education Center, the Foundation gives women and families all the information they need in English and Spanish on preconception, pregnancy and newborn health. We serve consumers globally through the following media:
*Print materials – a portfolio that includes more than 30 titles, many of them written in an easy-to-read format
*Spanish-language online content at nacersano.org – with more than 5.8 million visitors and 17.97 million page views in 2008
*Personal, one-on-one e-mail responses from trained health educators to consumer questions
*Spanish-language monthly e-newsletters on preconception, pregnancy and newborn care
*Social media, including a Spanish-language blog, blog.nacersano.org, with an average of 1,500 views per day, and text messages on pregnancy via twitter.com/nacersano and on baby’s health via twitter.com/parabebes
The March of Dimes has a long-standing relationship with various partners for Hispanic outreach, such as TodoBebé, Univision, as well as many Hispanic celebrities.
We understand the importance of reaching out to our Hispanic moms and families. In the end, everyone benefits when all communities are in the best possible health.
However, I think one of the main challenges with fundraising with the Hispanic community is the lack of understanding of the philantropic triggers. If anyone has any thoughts on this, I would love to hear them.
Being based in VT (now the whitest state in the union) we have a very small number of people of Hispanic ethnicity living here and recent reports indicate that the majority of them are undocumented agricultural workers who are single-handedly keeping our dairy farms going – so THEY deserve a raise and the opportunity to live free from the fear of being deported.
While we are just beginning an aggressive online effort to connect with our members and supporters, one of our goals is to increase our communications to the Hispanic population in Houston.
We will likely join communities like migente.com and hi5.com and look at making more of our online entries bilingual. Would like to see a case where someone has done that before.