I happened to find this article off of a website called Scribd, a website that allows you to read, share and download articles. This particular article was uploaded by Larson Project Management, LLC and it was taken from the website The Nonprofit Times. Even though the information is brief, it is very direct on how bast to develop and design marketing and media campaigns and so it can be a great reference tool. The article is below. The majority of Hispanic direct response donators fall between the ages of 25 and 44 with males making the donation 67 percent of the time while females comprise 37 percent of giving, according to The Direct Marketing Association’s 2005 Hispanic Market Report.
The report showed that income levels indicated that 46 percent of those who donate earn $25,000 or less per year, while 29 percent earn between $25,000 and $50,000. The growing Hispanic segment was the subject of a fundraising and marketing session at the Direct Marketing Association Nonprofit Federation’s 2005 New York Nonprofit Conference. José Raúl, , People en Español (Time, Inc.), detailed a number of strategies for appealing to the Hispanic market.
Faith. The majority of Hispanics are Christian Catholics
Family. A personal and cultural connection exists with extended family – engage tio, abuela, and primas.
Fun. Present product in a visual and vibrant way while avoiding stereotypes.
Future. Emphasize common aspirations: Owning a home, saving for college, helping others, service to the community, etc.
Price. It is more elastic than generally thought. Price and payment options matter, but product quality, image and brand awareness matters more.Product. Fulfill a need (or many). Provide bilingual customer service
Product. Fulfill a need (or many). Provide bilingual customer service.
Promotion. Use clear, concise and easy-to-understand copy. Stress savings, benefits, service and payment options. Incorporate compelling visuals.
Positioning. Appeal to sensibilities and cultural markers.
Language absolutely matters. Literal translations, grammatical errors and disregard for cultural differences can break an effort. Carefully vet copy; words and meanings vary from country to country.
Proper grammar involves accents, tildes, and other symbols. Feliz Ano Nuevo won’t work.
I also went ahead and posted some visual ads that advertises to the Hispanic market from the Hispanic Fact Pack, the ads kind of correlates with the above information and the elements of the design, image, and content really works well. Check out some of the ads below.
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