Tuesday, July 24, 2012
Thursday, July 05, 2012
Non-profits, Foundations need Latino Donors to Make up for Existing Boomer Donor Base
- Make your work (product, service, etc.) relevant to Hispanics (and other ethnic groups) and particularly young Hispanics. You may not have an“H” or “L” in your name (e.g., LULAC, HSF, NALEO, etc.), but you need to start to think and act like a Hispanic-serving organization.
- Make sure you hire and retrain staff who understand (and represent) younger Hispanics.
- Create opportunities for Hispanics to take leadership roles in your organization.
- Invest in understanding how to make your brand, marketing and communications inherently cross-cultural.
- You probably already have an existing Hispanic constituency. Identify it, empower it, and use them as your ambassadors, or “emisarios,” out to their large network of Hispanics.
- Make your organization digital at its core – live where young multicultural audiences live. Go where younger Hispanics are. That’s in social, mobile and the broader digital world.
Monday, July 02, 2012
Presidential campaigns missing mark in ads for Latinos
Neither campaign, the article states, has adopted the approach honed over the years by businesses targeting Spanish speakers — one that not only depicts Latinos in positive settings, but also reflects attention to cultural nuance.
Romney's ads appear to be direct translations of English ads with awkward translations of phrases. The Obama campaign is doing considerably more with a Spanish-language website, a Twitter feed for Latinos, an English-language website targeted at Latinos and a Spanish-language website about the benefits of the Affordable Care Act. After Obama's order to stop deportations of young undocumented immigrants, the campaign put out an ad in Spanish featuring Miami-based television personality Cristina Saralegui, the article says. However, the campaign buy allocation is not keeping par with the changing demographics or the Latino makeup in key swing states.