Over 27 years in U.S. Hispanic media, Manny Ruiz has seen it all. He has launched PR companies and spearheaded the country’s Hispanic social media industry. It takes a lot to impress him… but AARP’s multicultural marketing did just that. Manny commended the nonprofit for its specific outreach methodology and multifaceted messaging strategy. The organization has connected powerfully with Hispanics using digital, social media and a high-quality documentary.
Unfortunately, he’s seen many nonprofits fall short of this standard, especially in their social media presence. In a conversation with Kerux Group, Manny identified two huge opportunities for nonprofits to step up, and offered two key observations on the Hispanic community.
Nonprofits’ actions speak louder than words
One trend that stands out to Manny spans both the nonprofit and for-profit sectors.
“Brands are increasingly aligning with good causes, and they’re not politicizing them,” he said. Where written statements of support used to pop up, he now observes nonprofits and companies lending practical support to causes that matter. He cautioned against partisan political involvement. Instead, he says showing the people you represent that you’re doing meaningful work on their behalf is much more valuable.
Nonprofits’ social media skills can create opportunities
While Manny admires the work of organizations like AARP, he sees many other nonprofits cutting corners in important areas of marketing such as social media. Your posts should consistently support your message, values and objectives. Specifically, visuals are essential to demonstrating the quality of your work.
“The way that your photographs and your videos look should be up to a certain standard,” Manny said.
If you’re interested in partnering with a company, social media can play a role in their decision. They want to see that your marketing will be helpful for both of you. Your online presence can give you a real edge.
“Sometimes, people get the best opportunities to do something because they’re better at making an impact and showing how they use social media very savvily,” Manny said.
Hispanics deserve more attention from marketers
Manny said more brands are targeting Hispanics than in the past, but he believes the community still receives less respect from marketers than its buying power warrants.
“The Hispanic community continues to be very vibrant and growing and very dynamic and diverse,” he said. It’s important to know that Spanish-language is an incomplete label for this market, because many Hispanics are bilingual and bicultural.
Hispanics want to know how your cause applies to their community
Manny confirmed that Hispanics are very generous, but added that they tend to give to organizations in their neighborhoods. To become part of that, nonprofits should shift their approach.
“How can I make this more personally relevant to the Latino community?” Manny encouraged marketers to ask. Generic appeals won’t be as effective as showing Hispanics how your cause benefits their immediate neighbors.
An ongoing opportunity
Manny has been a leader in U.S. Hispanic marketing for decades, and today he watches as many continue to overlook this demographic. Those who see the opportunity and dive in have seen significant fruit! Kerux Group is made up of professionals who have also been working in this field for decades. Whether you’ve been reaching out to Hispanics for years or want to make this investment for the first time, we can help. Make a connection with Kerux today so we can empower you to speak to the hearts of Hispanics!
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