Unless, of course, your nonprofit can afford to ignore the fastest growing population segment in the US. By 2050, one in three Americans will be Hispanic.
Yet the Agitator hardly ever sees any fundraising mention of the Hispanic audience.
So we were gratified to see this article regarding a charity that has built a Hispanic donor base of some 226,000 individuals. I’ll bet you think it’s a huge charity — maybe one of those health/disease or child sponsor behemoths.
Wrong … guess again. A religious organization? Now you’re getting hot.
It’s Priests of the Sacred Heart.
What this group does successfully is not brain surgery; nor does it require a blockbuster budget. They simply focus on relevance and appropriately nuanced communication. If they can do it … you can too.
Here is their approach. (from Dimensions, National Catholic Development Conference).
Tom
P.S. Thanks to ListenUpEspanol for the heads-up.
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Excellent operating principles in this article! These principles can help guide me in ALL of my communications efforts.
I spent 8 years managing an English/Spanish program for a larger International Catholic non-profit and cannot stress the importance of getting the best translator possible and to use the formal in Spanish language communications asking for money. We tested Spanish only vs. English-Spanish packages many times over and the dual language packages won hands down. So test! The response we got back was that many 1st generation Hispanic-Americans speak English fluently and so the assumption that the Rodriguez’s from an acquisition list speaks only Spanish is not always correct and can potentially offend. Dual language was more work, but seemed to pay off better, at least in my experience.
Good post.
Thanks Tom.
RA