US Hispanics’ Identity
The Pew Hispanic Center has published an excellent report … When Labels Don’t Fit: Hispanics and Their Views of Identity.
It’s a comprehensive survey of US Hispanics’ attitudes toward language, religion, political/social issues, self-identity, and satisfaction with life in the US.
Want to start with the very basics? Most respondents (51%)have no preference between the terms ‘Hispanic’ versus ‘Latino’, although for those that do, 33% prefer Hispanic and 14% prefer Latino.
Does acculturation work? Look at this chart …
And how satisfied are Hispanics with life in the US?
Here’s one stereotype I’ll confess to that doesn’t hold up in this study — that Hispanics are more religiously oriented than other segments of the US population. As the following charts indicate, while Hispanics do attend religious services more than the general population, they differ very little in terms of ‘importance’ they ascribe to religion in their lives.
Here’s the full report. Well worth a read if you’re marketing to the Hispanic audience.
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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