Featured u.s. hispanic

Pew Research Center

2016 Electorate: Most diverse

The upcoming 2016 U.S. elections promise not only to be interesting, but will showcase...

read more

Featured us. hispanic

Copa America Centenario

COPA AMERICA CENTENARIO IN USA

Copa America is coming to the U.S. for its 100 year celebration...

Read more

Featured south america

Startup Chile

STARTUP IN CHILE: AT THE BEGINNING OF THE WORLD

Although many people would like to launch a company, it´s not a simple process...

read more

Non-Profits and The Imminent Need for Hispanic Dinero

Written by admin on . Posted in Marketing

Non-Profits’ Shrinking Donor Base

Non-Profits’ Shrinking Donor Base

Non-profits and other organizations that depend on charitable donations are facing a harsh reality: their donor base, largely composed of Anglo baby boomers, is aging quickly and with their size dwindling, so will the flow of donations.  There are some who look at problems as opportunities. Those people tend to succeed.

One look at the demographic data points to a potential new pool of donors: the fast-growing U.S. Hispanic population, which in the latest Census released in 2010 accounted for 50% of the population growth in the US.  And population growth has also come with a rise in affluence and purchasing power, with some estimates ranking U.S. Hispanics as the 20th biggest economy in the world.

So what are the challenges? Two come to mind and both require transformation.  The first is internal.  Not unlike many consumer brands, philanthropic organizations have never catered to, marketed or built any connection with U.S. Hispanics. It’s not an easy task, but absolutely doable.  Find relevant ways of connecting your mission with Hispanic audiences and get the message out.

The second is cultural transformation. While U.S. Hispanics have a long history of sending money to relatives back in their country of origin, donations are not core to Hispanic culture. Church is the one exception.  It’d be foolhardy for non-profits to change that.  But luckily, they may not have to.  Instead, they should target their message to second and third generation Hispanics, who are likely to be more acculturated to the U.S. and less likely to have as many relatives abroad.

Every challenge presents an opportunity.  It’s time for non-profits to seize it, or they may cease to exist.

This post is also available in: Spanish

Tags: , , ,

Trackback from your site.

Leave a comment

Featured marketing

Brian Patrick (photographer)

LATINOS IN PHILANTHROPY

Last month I attended for the 4th consecutive year the Gala by Latino Community Foundation of San Francisco...

read more

Featured technology

iPhone 6

HOW TO UNLOCK YOUR IPHONE 6

This week I share with all of you this tutorial that explains how to unlock any version...

read more

Featured marketing

Coca Cola Ad

HUMOR IN ADVERTISING: COPA AMERICA

As the Copa America approaches kick-off, South American teams and fans...

Read more

Popular Video

emerge americas

EMERGE AMERICAS 2015 OPENS IN MIAMI BEACH

eMerge America kicked off at the Miami Beach Convention Center...

Watch It

Report Center

IAB

IAB INTERACTIVE ADVERTISING OUTLOOK 2014

The Interactive Advertising Bureau released its annual Interactive Advertising Outlook for 2014. Find out what growth and trends you can expect in the industry this year!

Read more