Over the course of 25 years in marketing and philanthropy, Claudia Romo Edelman has worked for organizations including UNICEF, the UN Refugee Agency and the World Economic Forum. Despite being born in Mexico City, it wasn’t until she moved from Europe to the US several years ago that she began to identify as a Latina. Since that time, she has worked to unite Hispanics with social causes. So when Kerux Group spoke with Claudia, we knew she would have invaluable insights for nonprofits about reaching Hispanic audiences. Here’s what she shared:
Hispanics cannot be ignored
First of all, Claudia emphasized Hispanics’ rapidly expanding economic power and sense of identity. Recently, Hispanics’ income has increased faster than that of any other group in the US. Forty-five percent of low-income Hispanics have moved to middle income. Claudia sees this growing wealth as a mirror of the power this community has always had. And this group can’t simply be lumped in with other consumers – they take pride in their distinct identity.
“The person that wanted to blend in and not be seen as Hispanic and call himself George now is coming out and saying, I’m Jorge,” Claudia said.
So Hispanics are building financial momentum, and directing that toward your cause requires culturally specific nuance.
Hispanics have big hearts
Secondly, Claudia highlighted the alignment between Hispanic values and nonprofits’ values. She told Kerux that Hispanics are family-based and value-oriented.
“We care about hard work, we’re ambitious and we’re optimistic. So not-for-profits have to care about this space and watch it very carefully,” she said.
Many Hispanics already have a heart for the same causes represented by nonprofits. All that’s needed is a skillfully, authentically presented invitation for them to join your team! As an example, Claudia spoke about her own experience leading UNICEF’s Super Dad campaign, an effort to get fathers involved in early childhood development. One of the drive’s core messages was that Hispanics care and Hispanics give. You can tap into those same truths. Chances are, this audience’s cultural priorities complement your cause’s priorities!
Hispanics can join your fight
Finally, Claudia laid out some practical steps for engaging this exciting, generous group of people. One recommendation she gave is to offer paid internships. Providing a viable onramp for people to get involved in your organization and learn the ropes can be a big step toward inclusion.
Claudia’s foundation We Are All Human advocates for inclusion as a step toward equity. In 2019, We Are All Human launched The Hispanic Promise, a campaign encouraging corporations to pledge to hire, promote, retain and celebrate Hispanics in the workplace. Scores of corporations have taken the pledge, as well as nonprofits like Save the Children and UNICEF. Claudia firmly believes that intentionally welcoming Hispanics into your organization is not only the right thing to do; it’s the best case scenario for everyone.
Kerux Group has the same goal: to bring together Hispanics’ strong values with the grounded work done by nonprofits. If you’re wondering how you can make this meeting happen in your organization, contact us today! We would love to use our expertise to empower you to speak to the hearts of Hispanics.
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