The U.S. is the second largest Spanish speaking country in the world, so it’s more important than ever to market effectively to the 54 million Latinos living here. If a bad translation of your website is the only way you’re engaging this growing audience, you’re doing it wrong. Learn what what a large environmental group and a grassroots advocacy group are doing to connect with U.S. Latinos in the digital age.

1. The Myths and Realities of
Engaging the U.S. Latino
Audience
#DCNP2016

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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
#DCNP2016

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• Learn what makes this audience unique
• Dos and don'ts for Latino engagement
• Approaches for testing messaging
Session Overview
#DCNP2016

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U.S. Latinos Are an Important
Market = Reality
#DCNP2016

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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
#DCNP2016
Photo by moodboard / CC BY

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The Rise of the “Super Consumers”
#DCNP2016

7. “If U.S. Hispanics were a country, they
would rank as the 12th largest economy in
the world between Mexico and Australia.”
Nielsen
#DCNP2016

8. #DCNP2016

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Latinos Are All From
Mexico = Myth
#DCNP2016

10. #DCNP2016

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Latinos Prefer “Hispanic” =
Myth

13. Hispanic Latinos
Latin Spanish

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Latinos Always Prefer
Spanish = Myth
#DCNP2016

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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
#DCNP2016

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Everybody watches
Univision = Myth
#DCNP2016

20. • 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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21. #DCNP2016

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Myth or Reality? Latinos
Consume Digital Media the
same way other groups do.
#DCNP2016

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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
#DCNP2016

24. #DCNP2016

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Content matters = Reality
#DCNP2016

26. Spanish-Language Content
#DCNP2016

27. English-Language Content
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28. #DCNP2016

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Latinos in Philanthropy
#DCNP2016

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Philanthropy Is as Diverse as
U.S. Population: Myth
#DCNP2016

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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”
#DCNP2016

32. #DCNP2016

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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
#DCNP2016

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African-American and Hispanic donors say they are
solicited less frequently, but…
#DCNP2016
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.
#DCNP2016
Photo by moodboard / CC BY

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Latinos Only Give to Latino
Organizations: Myth
#DCNP2016

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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
#DCNP2016

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Latinos Donors Are Very
Similar to Traditional Donor
Demographics: Partial Myth
#DCNP2016

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#DCNP2016
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.
#DCNP2016

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Connecting Latinos to Your
Organization = Reality
Quick Takeaways
#DCNP2016

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#DCNP2016
Diverse Latino
Community
Mexican
Puerto Rican
Salvadoran
Cuban Growth in
English
proficiency.
Older Latinos,
more
proficient in
Spanish
Hispanic
Share:
Miami
San Antonio
Riverside
Los Angeles
Hispanics are
younger, more
digital
Los Angeles
New York
Houston
San
Bernardino
California
Texas
Florida
New York
Identify your
specific target
audience. The
Latino
community is
diverse and one-
size might not fit
all.

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#DCNP2016
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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#DCNP2016
It’s about the audience.
Craft messages that speak
to them.

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#DCNP2016

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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
#DCNP2016