What Nonprofits Must Know About Hispanics: Insights from Kantar

Seventy percent of Hispanics say donating is an important aspect of their lives.

Eighty-six percent believe volunteering is a sign of success and accomplishment.

Through these and other statistics, Valeria Piaggio’s research paints a profile of Hispanics as giving, altruistic and open to messages from nonprofits. Through her work as a consultant, researcher and educator on diversity, equity and inclusion, Valeria has watched American society diversify. She said this has created an imperative for inclusion.

“Nonprofits should be reaching out to those they’re missing today, whether you’re missing them as beneficiaries or you’re missing them as an audience for volunteering and donations,” she said.

Here are the tips Valeria shared with Kerux Group on how to specify your outreach to Hispanics, rather than wasting time and money on well-intentioned but uninformed approaches.

Take the time to gain credibility

Valeria’s first directive is to develop trust. Hispanics are eager to give, she said, but also wary when approached with a request. Give them time to interact with your organization and learn about its mission before you ask for a contribution. Put in the work to share with them about your cause. A five-minute phone call is unlikely to lead to a big donation, but a patient process of education may well earn an individual’s confidence.

Know your audience

Valeria advised that nonprofits have their own learning to do. To connect with Hispanics, it’s important to deeply understand their cultures, causes and circumstances. Many Hispanics already value social causes; find out what those are and how they might connect to your mission. For example, many Hispanics in the U.S. already feel compelled to send money in response to crises in Latin America. Where could your organization fit into that?

Financial circumstances are another important variable. In general, Hispanics are more likely to give during a focused drive than to commit on an ongoing basis.

“These are donors who are very present-focused. They can give today. They might not know what a couple of months ahead might look like,” Valeria said.

Narrow your target

Finally, Valeria recommended focusing your marketing as much as possible.

“The more targeted you can be, the closer you can get to your desired audience,” she said. Many Hispanics want to give, but not everyone can. They are a diverse community, and it pays to know who to focus on. Make you spend your marketing dollars in a way to get a good return. For example, if you don’t have the budget for a fully in-language, in-culture campaign, you may still be able to speak to reach bilingual, bicultural Hispanics.

Expertise is invaluable

In recent years, many leaders of nonprofits are seeing the urgency of engaging Hispanic audiences. However, good intentions don’t always manifest in sound strategy. Experts like Valeria can offer good advice for speaking authentically and effectively. Kerux Group is a team of many such experts who have worked to reach this demographic across all kinds of markets and locations. We would love to welcome you to the multicultural marketing movement. Don’t wait to find out how your organization can speak to the hearts of Hispanics!