The June 15th Issue of The NonProfit Times was released this week. If you have already subscribed, you probably have received your copy in the mail (or will be soon). In the meantime, here is an excerpt from one of the articles in the issue:
Marketing to Hispanics Is More Than Language
By Samuel J. Fanburg
The March of Dimes (MoD) began a direct response campaign to Hispanic donor prospects in 2006 after recognizing that not only was this a population with formidable purchasing power, but that the organization provided services used by people in the demographic group.
A year later the White Plains, N.Y.-based MoD generated $122,305 by mailing donor acquisition packages to 602,000 Hispanic households and $54,184 by mailing 148,771 renewal packages. After reigning in efforts during the recent recession, Kim Haywood, vice president of direct response fundraising, said the organization has begun discussing implementation of new direct mail packages into the market segment.
Based on 2010 data from the 2010 U.S. Census Bureau, more than half of the growth of the United States population between 2000-2010 was due to an increase in the Hispanic community. The Hispanic population grew 43 percent to 47.7 million people. By 2050, estimates have Hispanics representing 24 percent of the U.S. population and are expected to hit 102.5 million, making roughly one of every four Americans having Hispanic ethnicity.
Purchasing power is expected to triple to $1.5 trillion by 2016, and 33.9 percent of the Hispanic population is younger than age of 18.
MoD began its Hispanic direct mail campaign by first renting lists from popular magazines, such as People en Espanol and Latino Magazine. Starting with a Spanish only website, www.nacersano.org, meaning “born healthy,” MoD tried to cater to the cultural values of Hispanics, according to MoD's Director of Latino Outreach, Lilliam Acosta-Sanchez.
“Using our Spanish language website to specifically reach out to Spanish Latinas, the March of Dimes has really been able build a brand. Hispanics are able to use a site that is not only culturally relevant, but linguistically as well. The content and imagery is also different, in order to meet the needs of women and family,” said Acosta-Sanchez.
To read the rest of this article, as well as some of the others in this issue, head on over to http://www.thenonprofittimes.com/. And if you haven't already, subscribe today!