Imagine a generous, community-minded group of people living in the United States. Imagine that this group is big – and growing fast. And imagine that no other nonprofit has yet captured this group’s hearts and commitments. Now open your eyes. They’re right in front of you: U.S. Hispanics.
In search of a cause
“Hispanics are a huge opportunity for organizations that depend on donors.”
Most Hispanics in the United States care deeply about social causes, the kind of priorities your nonprofit is built around. ‘Hold on,’ you say. ‘I’ve heard Hispanics don’t give.’ You’re not entirely wrong; Hispanics are less likely than others to donate to charities and nonprofits. But there’s a reason for that, and it’s not a lack of compassion or generosity. For centuries, many Hispanics’ lives have been centered on the church – and that’s where they’ve directed their giving. Now, Hispanics are immigrating and having children in the United States, where the church is a less dominant cultural force. And the alternatives for giving are endless, as you’re well aware.
Yet this opportunity remains broadly ignored. With a few exceptions, nonprofits have been slow to pursue the enormous heart of the Hispanic community. So how do you break that mold? If it were simple, everyone would be doing it. But making that connection is worth the effort. Here are three options you can consider for leading your nonprofit into the Hispanic market.
First, you can invest in research and strategy. Taking time to study the Hispanic market can reveal valuable connection points for your organization. You might do original research, or you might be able to gather what you need from previous investigations. This approach is low-cost and provides the opportunity to learn a lot. On the other hand, doing your homework takes up time. And at the end of the day, the effort you put in might not yield the information you need. Regardless of your approach, winning Hispanics’ hearts is a long game. So, if you see the importance and are willing to invest in a slow head start, this might be your best bet.
Take a test run
“One approach could be a pilot campaign.”
If the research route sounds too theoretical, consider a pilot campaign. This can take one of two forms. For a test market approach, you’ll launch an integrated campaign in a geographic Hispanic market. Watching how a program plays out in a densely Hispanic area can help determine the efficacy of a national campaign. The digital pilot is a more recent variation on the same idea. Using only digital channels allows you to target very specific demographics at little financial cost. It’s quicker and cheaper than a test market approach. Then again, it only gives you insight into digital marketing. If you want a real-world test run, some type of pilot campaign is probably the way to go.
Jump on in
There’s one more option, and its name doesn’t hide anything: the big launch. Some organizations choose to start with an all-out marketing (and operational) embrace of Hispanics. What conditions would make this a good fit for your nonprofit? A lot is at stake, so experience and history with Hispanics are important qualifications. This is an expensive strategy with the potential to fail spectacularly, so the confidence to do it must be well-grounded.
Getting off the ground
Despite their tendency to overlook Hispanics, nonprofits have many options for breaking into the market. Which approach is best depends on your knowledge, your budget, and your history? Still, creating a specific and effective plan can be difficult without experience. At Kerux Group, we would love to help you identify your best opportunities and formulate a strategy. Our team members bring a variety of experiences in the Hispanic market and a passion to apply them in the nonprofit sector. We want to help bridge the gap between you and the untapped power of U.S. Hispanics.
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