Hispanics are now the fastest growing voter block in the US, including in most swing states. According to Pew Research:

“The number of Hispanic eligible voters has grown at one of the fastest clips of any group over the past eight years and is projected to be 40% higher in 2016 than in 2008, according to a new Pew Research Center analysis of government data. U.S.-citizen Hispanics who turn 18 are the primary source of new eligible voters as some 803,000 young U.S.-citizen Hispanics enter adulthood each year and become eligible to vote.”

About 11.2 million Latino votes were cast in 2012, out if 23.3 million eligible voters. In 2016, there will be 27.3 million eligible Latino voters. In addition to California and Texas, there are four states where Hispanics will make up at least 15% of eligible voters in 2016: Florida, Arizona, New Mexico and Nevada.

Consequently, expect to see heaps of commentary in the next three months on where these voters stand on the issues and the Presidential race.

Here, for example, is a review from Pew Research.

For fundraisers, what might be of interest here is the issue analysis, rather than the (not surprising) candidate preferences.

While Hispanics mirror the entire population on concern about top issues like the economy and terrorism, there are some differences that suggest a cluster of issues where nonprofits should take heed.

Pew reports:

“…there are some notable differences in the priorities of Hispanic voters. Roughly two-thirds of Hispanic voters (68%) consider the environment a very important issue. Only about half of all voters (52%) view the environment as very important.

Nearly eight-in-ten (78%) Hispanic voters say education will be very important to their vote for president. That compares with 66% of all registered voters. Hispanics also are more likely than all voters to rate the treatment of gay, lesbian and transgender adults (50% vs. 40%), immigration (79% vs. 70%) and health care (82% vs. 74%) as very important.”

That suggests some opportunities for nonprofits in certain categories.

As we all know, donor acquisition isn’t getting any easier these days. And it will be even more difficult as time goes on if fundraisers don’t attempt to engage such a significant and growing chunk of America’s demographic pool.

Do you have a plan to present your cause to the Hispanic community? Or are you leaving that challenge to the next generation of fundraisers?

Tom