Why Nuance and Culture Matter More Than Translation in Hispanic Fundraising

The philanthropic landscape in the United States is shifting, and one of the most dynamic forces driving this change is the growing influence of Hispanic communities. Yet, many nonprofit leaders and fundraisers are still at a loss when it comes to building authentic relationships with Hispanic donors. Where should you begin? How can you approach this vibrant and diverse audience in a way that’s respectful, effective, and emotionally resonant?  

Understanding Who: The Diversity Within the Hispanic Community 

The Hispanic community is far from being a monolith. It’s a rich tapestry that includes people from dozens of countries: Mexico, the Caribbean, Central and South America, Spain, and beyond. The U.S. Hispanic consumer history and its context are ever changing.

Key considerations: 

• Nuanced Identity: Recognize that Hispanic heritage means different things to different people, even within the same family or neighborhood. 

• Historical Context: The Hispanic community’s interaction with American life is a story informed by generations of migration, adaptation, and evolving self-definition. 

Language, Labels, and What They Mean 

One of the most immediate considerations is language — and it’s about much more than Spanish versus English. 

Hispanic Versus Latino 

The U.S. Census invented the term “Hispanic,” and it’s primarily a U.S.-centric descriptor. “Hispanic” refers to people who descend from a Spanish-speaking country or territory, but recognize that not all Spanish speakers from the Americas identify as “Hispanic.”

“Latino” is more broadly used outside of the United States, and it refers to people who descend from regions in the Americas where the primary language is, or is derived from, a romance language such as French, Portuguese, or Spanish. 

Assimilation Versus Acculturation 

Assimilation refers to fully adopting the dominant culture, whereas acculturation means adopting some aspects of the dominant culture while intentionally retaining other elements of one’s country of origin. Every donor holds a unique spot on this spectrum. 

Translation Versus Transcreation 

A recurring pitfall in Hispanic marketing is treating translation as a simple word-for-word swap: converting text from English to Spanish in a technical sense. It’s about literal accuracy. In reality, emotionally persuasive communication depends on something more: transcreation. This process adapts content to preserve not just words, but also — and crucially — meaning, emotional resonance, and cultural nuance. 

Consider this example: The Salvation Army’s motto, “Doing the Most Good,” when translated directly, becomes “Haciendo lo Mejor,” which, when translated back, means “Doing the Best.” Clearly, the core intent of “most good” is lost. What matters most is emotional connection. 

To avoid this pitfall, partner with bilingual, bicultural creatives, not just translators. This will help you to identify when a direct translation misses the mark and seek expressions that capture the emotional and cultural undertones that will resonate with your donors. 

“Hispanic Marketing” Does Not Always Equal Spanish Language 

A major misconception is that all Hispanic-targeted messages must be in Spanish. As the Pew Research Center found, 72% of Latinos aged 5 and older in the U.S. are proficient in English.  

Your fundraising materials don’t have to be “all or nothing.” Instead: 

• Research Your Audience: Understand their preferences and language use in your specific region and demographic. 

• Employ Code-Switching and Spanglish: Many Hispanic Americans switch seamlessly between English and Spanish — even within sentences. Some campaigns capture this authentically by mixing languages, referencing family dynamics, and featuring multigenerational settings. 

Channel-Specific Considerations 

How and where you reach Hispanic donors matters just as much as what you say. Some important channel-specific considerations to remember include: 

• Print: Spanish words and phrases tend to be longer than English, so adjust for design and space. 

• Radio: There are more than 10 Spanish dialects. Dialect and localization are critical: Mexican Spanish differs notably from Caribbean or South American Spanish. 

• Video: Cues such as multigenerational households, food, family rituals, and visual representation matter deeply. 

• Digital: First impressions set the tone for the donor journey, and it’s essential to ensure consistency across each touchpoint. 

And don’t forget the details: If you personalize appeals, your database must be able to handle special Spanish characters and correct spellings. This conveys respect, care, and authenticity. 

Rethink “Giving” in Hispanic Philanthropy 

The real challenge isn’t the willingness to give — it’s how giving is measured and recognized. Although major studies claim Hispanic giving rates are low, the reality is that much philanthropy is informal: gifts to family, community groups, churches, and those in immediate need.  

Your opportunity as a nonprofit? Formalize and channel this spirit. 

• Make Impact Relatable: Show specifically how a gift to your organization benefits the local Hispanic community by using stories, images, and language that feel like home. 

• Emphasize Shared Values: Family, faith, and community drive giving decisions. 

• Show Respect and Relevance: Demonstrate how donors can lift others as they move up. 

Ready to Go Deeper? 

Reaching and inspiring Hispanic donors is not about ticking a box — it’s about building real relationships that are rooted in understanding, creativity, and mutual respect. If you’re ready to turn these insights into action and unlock the philanthropic potential of one of America’s most dynamic communities, this is your moment. 

Learn more about Hispanic fundraising through our Quick Byte webinar Connecting Through Culture: How to Reach and Inspire Hispanic Donors with Christy Vidal, Managing Director and Partner at Stinghouse Creative; Alberto Padron, CEO at Stinghouse Creative; and David Torres, VP, Creative Director at TrueSense Marketing.