Wednesday, November 2, 2011

Acquiring Hispanic Donors

Cross-Posted From Our Squidoo Page

Hispanics have accounted for 50 percent of the nation's growth since 2000. In addition, they have increased their population in the US by 37 percent between 2001 and 2009 and, according to the 2010 US Census, they make up 16.3 percent of the population. These numbers make it clear that nonprofits should do all they can to tap into this growing group. What are the best ways to go about acquiring Hispanic donors? The NonProfit Times recently wrote a piece on this topic:

*Spanish/Bi-Lingual Language Generates Lists -- When looking at this information, do not take "Spanish Language" in a title of Datacard as fact. It can be deceiving. In addition, research the list source, rely on usage information and understand the mailing cycle.

*Hispanic Affinity Lists -- These are lists from companies with Hispanic audiences and Hispanic influence, but include Hispanics as a subset or larger group they prospect. Look at the non-Spanish speaking/Hispanic names if a Spanish acquired list exists. Also, cross reference terms or words closely related to Hispanic culture.

*Enhanced DM-Sourced Lists -- When using these lists mail and evaluate multi-buyers generated from these sources differently. Also, be savvy about how the names were identified and ask questions.

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