Multicultural Fundraising: How to Reach New Markets

As fundraising costs rise and the share of the donor wallet continues to shrink for many nonprofits, it’s becoming more and more critical to find new or underserved donor groups in our communities. At the same time, our communities are growing and diversifying to such a degree that new cultural groups are soon to outnumber what many nonprofits would describe as their “traditional” donors. The time for new strategies to reach these new donor populations is here.

One such group is the rapidly growing Hispanic population. Reaching — and resonating with — Hispanic donors affords opportunities to build long-lasting relationships with this group and with other similarly diverse donor communities. However, it will require special strategies to make this a reality. 

Adapt Your Message 

Your fundraising message should lean into cultural nuances that reflect the values that are inherent in the community ethos, and your message must make a persuasive case that those values and your mission’s priorities align. 

For Hispanic donors, these values include a focus on family and community involvement, as well as a clear commitment to improve society. Stories that highlight these values and use culturally relevant language will deepen the emotional connection to potential supporters.
 
Consider areas with large Hispanic populations, such as Miami, Los Angeles, and New York. With this type of message framing, however, be aware that Hispanic populations are by no means homogenous. It’s crucial to understand and respect that the cultural, historical, and language characteristics of Cuban, Mexican, Central American, Puerto Rican, and other communities are discrete and unique. This extends to distinct preferences, traditions, and, most notably for nonprofits, charitable priorities. 

Leverage Partners and Influencers 

Strengthen your outreach to diverse communities — Hispanic communities included — by partnering with leaders, businesses, and social media influencers who have strong relationships within the target community. They enjoy the trust of their followers, and their authenticity can help to endorse your message, build your credibility, and extend your reach to potential new donors.

Challenges 

Despite the opportunities inherent in multicultural donor marketing, nonprofits can feel challenged by some of its aspects:

• Aligning Your Mission: When communicating to multicultural donor communities, your nonprofit’s mission, objectives, and outcomes must be framed in ways that align with the issues that resonate most with these communities.

• Language: Not all multicultural audiences speak English as their primary language. By the same token, not all Hispanic-American donors speak Spanish fluently or at all, although most do. Bilingual communication or translated materials, whether written or live at events, can help eliminate any perceived language barriers. Moreover, they demonstrate a nonprofit’s commitment to inclusion and accessibility. 

• The Right Cultural Partners: Nonprofits should partner with influencers and community leaders who are trusted by the multicultural communities they speak to. Inauthentic partnerships can lead to disengagement and mistrust. 

Reaching new multicultural markets offers nonprofits a chance to grow their donor base and increase their share of the donor wallet. But doing so requires understanding and honoring the values and cultural nuances that are specific to the communities being reached.

Aligning your mission to these values is a critical first step. Thereafter, tactical efforts regarding language, community-focused partnerships with other organizations and influencers, and a constant sensitivity to inclusion and the needs of specific cultural groups can ensure lasting relationships with new supporters and secure more donations for your cause. 

TrueSense specializes in helping nonprofits create and execute effective multicultural fundraising strategies. Contact us today to learn how we can help your organization tap into new markets and increase your fundraising success.