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?
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:
One of the most immediate considerations is language — and it’s about much more than Spanish versus English.
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 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.
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.
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:
How and where you reach Hispanic donors matters just as much as what you say. Some important channel-specific considerations to remember include:
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.
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.
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.