Periodically, I pass along articles talking about marketing to Hispanics.
Here are a few more … from Business Week re TV advertising, Online Media Daily re online behavior, and from Engage:Hispanics re brand perceptions. All good background reading.
But am I beating a dead horse here?
Everytime I do this, I ask Agitators readers for some success stories about nonprofits reaching out to the Hispanic audience.
Nada! Three possibilities …
- Complete and utter disinterest in marketing causes and charities to Hispanics.
- Complete and utter failure in attempted efforts, so no success stories.
- You’re just not in a sharing mood, because you’ve been sooo successful you want to keep this gold mine to yourselves.
Which is it? Is anybody out there marketing to Hispanics? Doesn’t someone out there deserve a raise?!
Tom
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Hi Tom:
The horse is not dead!!! For more than 12 years, the March of Dimes Foundation has successfully been reaching out to Hispanics with culturally relevant and linguistically appropriate mission messages.
The Foundation is committed to improving the health of all moms and babies. Through its Pregnancy & Newborn Health Education Center, the Foundation gives women and families all the information they need in English and Spanish on preconception, pregnancy and newborn health. We serve consumers globally through the following media:
*Print materials – a portfolio that includes more than 30 titles, many of them written in an easy-to-read format
*Spanish-language online content at nacersano.org – with more than 5.8 million visitors and 17.97 million page views in 2008
*Personal, one-on-one e-mail responses from trained health educators to consumer questions
*Spanish-language monthly e-newsletters on preconception, pregnancy and newborn care
*Social media, including a Spanish-language blog, blog.nacersano.org, with an average of 1,500 views per day, and text messages on pregnancy via twitter.com/nacersano and on baby’s health via twitter.com/parabebes
The March of Dimes has a long-standing relationship with various partners for Hispanic outreach, such as TodoBebé, Univision, as well as many Hispanic celebrities.
We understand the importance of reaching out to our Hispanic moms and families. In the end, everyone benefits when all communities are in the best possible health.
However, I think one of the main challenges with fundraising with the Hispanic community is the lack of understanding of the philantropic triggers. If anyone has any thoughts on this, I would love to hear them.
Being based in VT (now the whitest state in the union) we have a very small number of people of Hispanic ethnicity living here and recent reports indicate that the majority of them are undocumented agricultural workers who are single-handedly keeping our dairy farms going – so THEY deserve a raise and the opportunity to live free from the fear of being deported.
While we are just beginning an aggressive online effort to connect with our members and supporters, one of our goals is to increase our communications to the Hispanic population in Houston.
We will likely join communities like migente.com and hi5.com and look at making more of our online entries bilingual. Would like to see a case where someone has done that before.