The Myths and Realities of Engaging the U.S. Latino Audience, 2016 Washington Nonprofit Conference...

The Myths and Realities of Engaging the U.S. Latino

Audience

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• Susana Flores, Communications Manager, CASA, @susfloresm

• Eric Cortes, Senior Manager, Social Media & Digital Engagement at the American Diabetes Association. @navaja1cortes

• Rosa Del Angel, VP of Digital Marketing at Beaconfire RedEngine @rdelangel

Panelists

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• Learn what makes this audience unique

• Dos and don'ts for Latino engagement

• Approaches for testing messaging

Session Overview

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U.S. Latinos Are an Important Market = Reality

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- 55 million, largest ethnic minority- 119 million, projected Hispanic population by 2060- 27 million, number of Latino eligible voters in 2016

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Photo by moodboard / CC BY

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The Rise of the “Super Consumers”

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“If U.S. Hispanics were a country, they would rank as the 12th largest economy in the world between Mexico and Australia.”

Nielsen

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Latinos Are All From Mexico = Myth

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Latinos Prefer “Hispanic” = Myth

Hispanic Latinos

Latin Spanish

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Latinos Always Prefer Spanish = Myth

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- English proficiency is on the rise among Latinos due to increase in U.S.-born Hispanics as a share of the nation’s Hispanic population- A majority of English-speaking Hispanics in the U.S. are bilingual

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Everybody watches Univision = Myth

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• Netflix added 20 Spanish-language shows in the summer of 2015 in addition to launching original programing "Club de Cuervos.”

• News outlets are launching bilingual platforms at an alarming rate

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Myth or Reality? Latinos Consume Digital Media the same way other groups do.

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• 79% of Hispanics own a smartphone (vs. 71% U.S. average)

• Hispanics are spending 13% more time than the overall population using an App or browsing on their smartphone every month

• Hispanics are spending 39% more time than the overall population watching video on their smartphone every month

• Hispanics spend 11+ hours each month watching digital video

Data from Nielsen Cross-Platform Study and Pew Research Data

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Content matters = Reality

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Spanish-Language Content

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English-Language Content

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Latinos in Philanthropy

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Philanthropy Is as Diverse as U.S. Population: Myth

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“America is in the midst of a dramatic cultural shift, but

evidence suggests that organized philanthropy may

be stuck in the past.” – Blackbaud, “Diversity in Giving”

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“The goal for all fundraisers must be to meet all donors where they are, as opposed to using an

outmoded one-size-fts-all model. That may necessitate shifts in fundraising channels, in

messaging and language, and even in governance. Given the pressing social and economic challenges we face, this effort has never been more important.”

– Blackbaud, Diversity in Giving

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Latinos Are Not Likely to Engage in Giving: Myth

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African-American and Hispanic donors say they are solicited less frequently, but…

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They suggest they would give more if they were asked more often.

Both Hispanic Federation and Independent Sector research indicated that Hispanics are simply not asked to contribute to charity at the same rates as their non-Hispanic White and Black counterparts.

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Despite low level of appeals to Latinos,

Independent Sector has reported that 63% of

Latino households give to charity, compared to 70% of Caucasian households.

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Photo by moodboard / CC BY

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Latinos Only Give to Latino Organizations: Myth

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Latinos give equally to mainstream charities and to Hispanic nonprofit organizations because they want to both increase opportunities for Latinos and strengthen overall U.S. society.

Latinos are also likely to give to:

• Religion

• Disaster Relief

• Children & Family

• Education

• Special Events

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Latinos Donors Are Very Similar to Traditional Donor Demographics: Partial Myth

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Latino Donor Community

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How Do Latinos Give: Hispanic Federation’s New York Survey

As education and income increase, so does giving.

Latinos with more education and income are also more likely to support nonfaith-based community organizations and charitable causes.

Overall giving increases with age.

Latinos who are registered to vote are more likely to report giving than those who are not registered.

Giving rates are higher among bilingual and English-dominant Hispanics.

The longer Latinos have lived in New York, the more likely they are to make charitable contributions.

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Connecting Latinos to Your Organization = Reality

Quick Takeaways

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Diverse Latino Community

MexicanPuerto RicanSalvadoranCuban Growth in 

English proficiency. Older Latinos, 

more proficient in Spanish

Hispanic Share: Miami

San AntonioRiversideLos Angeles

Hispanics are younger, more 

digital

Los AngelesNew YorkHoustonSan 

Bernardino

CaliforniaTexasFloridaNew York

Identify your specific target audience. The Latino community is diverse and one-size might not fit all.

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Test your way to success, including new channels, new tactics. Walk before you run.

Facebook &  Instagram Hispanic, language, and zip code targeting. Twitter, target Latino hashtags in 

specific demographic areas 

DRTV,Direct Mail less competition 

in Spanish

Start with some of the major U.S. population and donor centers,  since they are likely to already have a high share 

of Latinos.

Develop joint initiatives with Latino organizations, celebrities, social media influencers or corporate 

partners

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It’s about the audience. Craft messages that speak to them.

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And ask…

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• Susana Flores, Communications Manager, CASA, sflores@wearecasa.org Twitter: @susfloresm

• Eric Cortes, Senior Manager, Social Media & Digital Engagement at the American Diabetes Association, ECortes@diabetes.org Twitter: @navaja1cortes

• Rosa Del Angel, VP of Digital Marketing at Beaconfire RedEngine, rosa.delangel@Beaconfire.com @rdelangel

Panelists

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