Marketing to Hispanics
I know … "Belford, we’re sweating making our fundraising budget this year, 2009 looks even more challenging, and you’re blogging on targeting Hispanics … what planet are you living on?!
Fine, spend 90% of your efforts on paying the rent. But unless your nonprofit is prepared to hang a "No Hispanics Wanted Here" sign on its front door, you better be devoting some mind share to this surging constituency.
Notice I said "mind share." Maybe 2009 is in fact a year to spend money against "tried and true" fundraising programs. But that doesn’t mean you need to turn your brain off.
For example, you might devote a few minutes a week in the coming year to browsing MediaPost’s blog focused on marketing to Hispanics … Engage: Hispanics. Fittingly, the last post I saw was from a Hispanic interactive agency guy urging his colleagues to resolve to get their act together for 2009, especially with respect to digital media.
Instead of spending your holidays wallowing in dismal economic news — you’ve probably done enough of that — try thinking a bit about new worlds to explore!
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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