Creating Culturally Relevant Campaigns for Hispanic Audiences

The Hispanic community in the United States reflects a wide range of cultures, languages, and traditions. As of 2020, about 62 million people in the United States identified as Hispanic, accounting for roughly 18% of the population. This group includes people from Mexico, Puerto Rico, Cuba, the Dominican Republic, Central and South America, and Spain.

“Hispanic” usually refers to people from Spanish-speaking countries. “Latino” refers to people from regions in the Americas where a romance language is spoken. Nonprofits must understand this distinction when building trust with donors.

Regional differences also shape cultural expression. In California, most Hispanic residents have Mexican heritage. In Florida, many identify with Puerto Rican or Cuban backgrounds. These differences influence what types of messages donors trust and support.

When nonprofits respect the full scope of Hispanic identity and tradition, they position themselves to build stronger fundraising strategies and long-term relationships with donors.

The Importance of Acculturation

Acculturation and assimilation shape how Hispanic donors relate to nonprofit organizations.

• Acculturation reflects adaptation to a new culture while maintaining original traditions.
• Assimilation involves full integration into the dominant culture, often at the cost of cultural roots.

A recent immigrant from a Spanish-speaking country may value messages in Spanish that reflect personal and cultural heritage. A second-generation Hispanic American might relate more to English-language messages that mirror daily life. Donors exist across this spectrum, and each responds to outreach that respects their identity.

About 60% of Hispanic Americans speak both English and Spanish, and preferences differ by generation and region. Many prefer English media (including 78% of Hispanic Millennials) but still value their cultural roots.

This reality gives nonprofits a clear path: Develop dual-language campaigns. A bilingual approach respects heritage while keeping communication accessible. For example, a nonprofit focused on education could present stories in both languages to show impact across cultures.

More Than Language

Language alone does not drive engagement. Emotional connection helps to build lasting relationships with Hispanic donors. Cultural values shape emotional connections. Donors who prioritize family and community seek initiatives that reflect those values. Campaigns for local programs such as food support or youth education can resonate with donors who value community ties.

Nonprofits that respect the differences between acculturation and assimilation create outreach that speaks to identity. Clear, culturally aligned messages build trust and strengthen connections with donors across the Hispanic community.

Hispanic Donors Versus Non-Hispanic Donors in North America

As with donors in other communities, emotional connection drives giving in Hispanic communities. However, we suspect from the data that the differences in Hispanic donors when compared to the general population make emotional connection, community, and family orientation even more important for Hispanic fundraising.

Nonprofits understand that donor trust grows when donors see their values reflected in the organization’s mission and message. This has never been more true for Hispanic donors than it is today.

Key statistics about Hispanic donors in the United States:

• 50% of Hispanic men and 45% of Hispanic women in the U.S. engage in charitable giving, compared to 56% of non-Hispanic men and 53% of non-Hispanic women
• 63% of Hispanic Gen Xers give to charities — more than other generations
• 65% of Hispanic charitable donors identify as Catholic or Christian, compared to just 47% of all Americans who identify as following any religion at all
• Top charitable verticals for Hispanic donors are Children’s Health and Human Services nonprofits
• Hispanic donors give to a median of four organizations, compared to three for all other donors
• 40% of Hispanic donors plan to leave a charitable gift in their will, compared to 31% of non-Hispanic donors
• 54% of Hispanic parents give charitably, compared to 60% of non-Hispanic parents
• 55% of married or cohabiting Hispanic adults give, compared to 61% of non-Hispanic adults with the same status
• Hispanic donors over-index on natural-disaster support (29%, 131 index) compared to all donors

As noted above, Hispanic donors are generally more religious and family oriented than non-Hispanic donor populations. They are similarly generous but may not always give to charitable organizations. Instead, they’re more likely to engage in informal giving — often to churches, local events, or people facing hardship.

A study from the Latino Community Foundation found that nearly 60% of Hispanic families give informally. These actions may not appear in traditional philanthropy data, but they show deep community investment. When nonprofits acknowledge this, they show respect for how giving already happens.

From these statistics, we can hypothesize how family and community shape Hispanic giving habits.

Strategic Marketing Approaches for Successful Fundraising

Consider these strategic marketing approaches for more successful fundraising to Hispanic donors:

Language Nuances

Language choices shape how Hispanic audiences respond to fundraising. The assumption that Spanish should serve as the default in donor communications often misses the mark. According to the Pew Research Center, 72% of Latinos aged 5 and older speak English proficiently. Many prefer English-language messaging.

Nonprofits must tailor communication to reflect the spectrum of language and dialect preferences. Campaigns that use regional dialects or culturally relevant themes forge stronger audience bonds. They should build emotional connection rather than rely on direct translation. In short, a simple Spanish translation rarely connects without considering cultural context.

The Impact of Cultural Context

Cultural context influences how Hispanic donors interpret messages. Nonprofits that align with community values see stronger results. Many Hispanic households define family broadly. Relationships often extend to friends, neighbors, and others within the community. This collective mindset influences giving.

Not all Spanish words have English equivalents. Without expert language knowledge and cultural context, it can be challenging to create effective fundraising campaigns that resonate with donors.

Tips for Connecting with Community

An education-focused nonprofit might highlight its partnerships with neighborhood schools or community centers. These connections demonstrate impact where it matters most. Personal stories that reflect community experiences feel more relatable than numbers or statistics.

Campaigns that include local stories and recognizable situations may connect better with Hispanic donor populations than general donors. For example, a story about a student who received help and later returned to help the community shows how generosity builds a cycle of support. These types of messages resonate more than general appeals.

Nonprofits that show commitment to the community they serve, with messaging that reflects local involvement and shared values, build trust. Hispanic donors respond when they see their culture and values reflected in a campaign.

Localized Marketing

Marketing to Hispanic donors requires localized strategies. The U.S. Hispanic community includes people from many countries, cultures, and regions. Messages must reflect this range of backgrounds to connect with donors on a personal level.

More than 10 Spanish dialects appear across the United States. Therefore, a single message cannot reach everyone effectively, and nonprofits must prioritize local relevance. A campaign in Southern California, for example, should differ from one in New York or Texas. Tailoring content to local communities creates authenticity and increases engagement.

Crafting Culturally Relevant Marketing Campaigns

Strong, lasting relationships with Hispanic donors require communication that is authentic and personal. Every message must reflect shared values and respect for cultural identity.

Building Trust Through Messaging

Without trust, facts alone cannot inspire action. And trust starts with an emotional connection built on values, authenticity, and consistency.

To connect with Hispanic donors, reflect the values that shape their lives with stories that reflect their traditions and lived experiences. Avoid generic messages. For example, a nonprofit funding education could feature a first-generation Hispanic college student. Show both the barriers the student has faced, as well as the progress that has been made possible through community support. These stories create shared understanding and emotional connection.

Authenticity also builds trust. Messages must feel real and relevant. Use language that reflects the community. Include cultural symbols and real-life imagery. For example, a story that shows a Hispanic family volunteering in their community mirrors that experience in many Hispanic communities.

Finally, trust grows through consistency. Continually demonstrate how donations help. Invite supporters to share their experiences. Treat communication as a dialogue, not a broadcast — an approach that shows respect and builds loyalty.

Visual Storytelling and Design

Visuals influence emotion faster than words. For Hispanic donors, images rooted in culture build connection. Photos of family celebrations, religious gatherings, or cultural symbols communicate identity and pride.

Show more than impact: Show community and belonging. For example, a fundraising campaign can feature real families, real events, and local culture. These images reflect lived experiences and create an instant bond.

Transcreation Versus Translation

Translation follows grammar rules, but it often misses the cultural tone. In contrast, transcreation rebuilds a message for a specific audience. It reflects cultural beliefs, idioms, and traditions. Translation changes words. Transcreation connects emotion. Nonprofits that rely on direct translation risk losing meaning, emotion, and context.

For example, instead of saying, “Help us support students in need,” a nonprofit could tell the story of a young student whose family values education above all. The visuals could show local Hispanic children in school, paired with quotes from parents. These words — and pictures — affirm the importance of education and community investment.

That story brings cultural depth and urgency that a simple translation could not provide.

Transcreation allows for regional flexibility and goes beyond words. It adjusts images and color palettes to match the emotional tone and cultural context of the audience. For example, warm tones or symbols that are common in Mexican heritage may work well in one region, while Caribbean styles may feel more appropriate elsewhere. A campaign for Puerto Rican donors should not visually mirror one designed for Cuban or Mexican communities.

Effective copy and design respects differences.

Effective transcreation reflects dialect, humor, cultural touchstones, and local values. It shows respect and builds credibility. It treats audience members as insiders, not outsiders.

Translation may suffice for basic materials, but fundraising demands connection. Transcreation makes that possible.

Effective Communication Channels

Nonprofits must evaluate media channels to reach Hispanic donors effectively. English proficiency continues to rise among U.S. Latinos: As of 2019, 72% of those aged 5 and older spoke English proficiently. Spanish-language advertising alone no longer guarantees success.

Digital Versus Traditional Media

The various traditional print media still hold value, especially for older generations. At the same time, as is true with charitable donors in general, Hispanic donors are showing increased interaction with digital platforms, and social media platforms offer a direct path to younger audiences.

Plus, Hispanic donors have higher rates of using all social media sites, making communications a natural fit. Like most donor populations, the top-three social media sites are YouTube (95%), Facebook (87%), and Instagram (78%), but virtually all social media sites are represented among Hispanic users.

Just as with traditional media, digital fundraising aimed at Hispanic donors works best when grounded in culture. Campaigns that emphasize family and community — deeply rooted Hispanic values — resonate more strongly than language alone.

Of course, traditional media approaches still matter. Print ads, radio spots, and community newsletters reach audience members who prefer familiar formats. Nonprofits should combine both digital and traditional channels to match the varied preferences within Hispanic communities.

Cultural Celebrations

Cultural celebrations offer natural opportunities for connection. Events such as Día de los Muertos and Hispanic Heritage Month offer platforms for storytelling. A campaign that features personal stories during these events taps into shared traditions and strengthens emotional ties.

Community Involvement

Community events offer direct, personal ways to connect with Hispanic donors. These gatherings strengthen relationships and encourage giving through trust and shared experiences.

Because Hispanic donors value connection, personal interactions matter. A community picnic or local fair can provide space for conversation, shared values, and genuine understanding. When donors feel seen and respected, they respond with support.

Events also align with informal giving patterns. Hispanic donors often contribute through cash gifts, donated goods, or time. Community-based fundraising embraces these habits and strengthens the connection between mission and impact.

Face-to-face involvement helps nonprofits build loyalty. Organizations that show up consistently in Hispanic communities build trust. Over time, these efforts foster long-term support grounded in shared values.

Regular Updates

All donors want to know how their contributions are used and how much they matter. Share updates that go beyond general acknowledgments. Personalize messages and explain the impact of each gift. For example, describe how a donation helped fund a specific community event that celebrates Hispanic culture.

Recognition Programs

Acknowledge support in culturally respectful ways. Host appreciation events that honor Hispanic donors. Share their stories publicly through social media or newsletters to show how their gifts matter. Recognition strengthens identity and inclusion.

Measuring Success and Cultivating Lasting Relationships

To evaluate the effectiveness of fundraising efforts with Hispanic donors, nonprofits should define and monitor key performance indicators (KPIs) that reflect emotional connection and financial support, as well as shed light on gaps — both positive and negative — when compared with similar KPIs from general donor populations.

Key Performance Indicators

These KPIs reveal campaign outcomes and the depth of donor relationships.

• Donation amounts serve as a primary measure of financial participation. Tracking the average gift size and frequency among Hispanic donors helps determine the level of support. For example, if Hispanic donors give an average of $150, compared to $200 from the broader donor base, the gap signals a need for more targeted strategies to increase giving.
• Conversion rates provide another valuable measure. Comparing the percentage of outreach efforts — emails, social media, direct mail — that lead to actual gifts shows the strength of the message. If a Hispanic-targeted campaign converts at 5% while a general campaign converts at 2%, the data confirms that culturally specific outreach is proving to be more effective.
• Donor retention rates show how many first-time Hispanic donors return. For example, a 60% return rate signals strong emotional investment and trust. High retention indicates that Hispanic donors believe in the mission and want to stay involved.
• Engagement metrics such as email open rates, click-throughs, and social media interaction reveal donor interest. If a Hispanic-specific email campaign earns a 30% open rate versus 20% for a general audience, the message is connecting on a cultural level.

Feedback and Adaptation

Fundraising efforts improve when nonprofits listen to Hispanic donors and adjust their approaches accordingly. Clear patterns often emerge when organizations study what motivates this community. Some methods to gather feedback include:

• Surveys provide direct input. Well-constructed questions uncover how donors feel about the mission, the impact of specific programs, and the language used in appeals. Responses help shape stronger campaigns that match donors’ preferences.
• Focus groups also uncover patterns in giving behavior. Honest conversations with diverse members of the Hispanic community reveal shared values and expectations. For example, donors often express a preference for organizations that support local initiatives.
• Informal conversations at events or through social media platforms also help. These interactions often reveal unspoken priorities. Many Hispanic donors support causes based on personal relationships and cultural connections.

Looking for more insights into fundraising for Hispanic audiences? Check out our on-demand Quick Byte webinar Connecting Through Culture: How to Reach and Inspire Hispanic Donors.