Understanding the Hispanic Market





		Connecting with the U.S. Hispanic Community Hispanic Donor Development — Cultivating a Fertile Field Why Hispanics? Hispanics account for almost 15% of the U.S. population, not to mention the growth predictions, which are constantly being exceeded. Hispanics are givers and will have more and more disposable income as they acculturate. Getting on board with them now will bring rewards in the future. A Snapshot of Hispanic Cultural Insights Hispanics are a culture of givers… In fact, they are constantly giving… Family Family is first and foremost. Children are revered, as are elders. Multigenerational households are not uncommon. Extended families often live in close proximity by choice. In a culture where “family is first,” they give to their family in big big ways — here and “at home.” Hispanics give: Money to those back home — in very large numbers Shelter to extended family and friends Support to their local community Support to their broader community Support to their civic and cultural and religious organizations ...and when they can’t give money they give time and attention in the form of volunteering. But they don’t give to everything in the way that the General market does. As a culture, generally speaking, pets and animal rights are not high priorities Wilderness and preservation aren’t either. However, disease related issues are of great importance Disease Related Issues: Disease-related issues are coming to the forefront mainly because: Diabetes is of epidemic proportions, especially among Puerto Ricans with close to 30% contracting the disease, a much higher incidence than that of the General market. Asthma is a very large problem plaguing inner cities where many Hispanics are concentrated Heart and cancer-related are on the rise in the culture as well Cultural Insights: Hispanics are big on self-diagnosis and home treatment. In addition, they hold their pharmacists in very lofty positions mainly because a pharmacist can dispense medicine in many Latin countries and a doctor visit may not be needed. They often use the hospital emergency room as a doctor visit when home remedies don’t work plus many lack health insurance and primary care physician relationships. As Hispanics acculturate and become familiar with the U.S. healthcare system they become more aware of the importance of recognizing symptoms and addressing them in a preventive mode Tips for Reaching this Market Establish your brand. Don’t assume that they know you or your cause  Hispanics are skeptical by nature and appreciate knowing  what the non-profit is involved in. Clarity is essential. Detail is welcomed. Make the appeal culturally relevant. Tie your mission in with their values.   Multiple information points will strengthen the bond with Hispanic donors   Consider appealing to Hispanic-owned businesses Entrepreneurship is very high, especially among Latinas There are many Hispanic civic and professional organizations to approach The Key to Growing Your Hispanic Donor Base Make a connection to the culture. Emphasize how they or a cause they are concerned with are going to benefit from your work, and you will have cleared a path for success. Cultivate now and reap the harvest--very soon Court and cultivate Hispanics to become directly involved in your organizations now. Participate on your boards Develop policy  -Head up relevant initiatives  Act as brand ambassadors to the community This aspirational culture will follow their philanthropic leaders and support your initiatives.