With the Hispanic segment of the U.S. population growing rapidly, it’s no wonder that retailers have begun to sit up and take notice of this group’s influence; however, it’s undeniable that the non-profit sector needs to engage Latinos as well in order to advance their agendas. Hispanics have a great deal to offer nonprofit organizations in the way of volunteerism and monetary contributions, but just as corporate outfits must modify their advertising approach for the Hispanic market, non-profit organizations must also find new approaches to actively engage Latinos. “A launch into the Hispanic market is essential to any organization’s survival…but it’s not something that can happen without proper planning and thought.” 
One of the key means of reaching out to Spanish-speaking donors or potential volunteers is by securing a professional translation of all copy such as brochures, press releases, and fundraising letters. While many Latino communities in the U.S. prefer information in English, be sure to provide literature that shows sensitivity to the traditions, norms, and other cultural subtleties that are unique to your prospective donors or volunteers. Avoid using the same English-language materials that were developed for your non-Latino audience.
While traditional written materials are a mainstay of any fundraising or volunteer campaign, the power of the Internet and social media should not be overlooked. According to Vanguard Communications, a public relations and social marketing firm based in Washington, D.C., “The number of Latinos using social media is growing exponentially, but the number of organizations tweeting in both English and Spanish is still fairly small. A Facebook fan page or Twitter account dedicated to your issue is a popular mechanism for providing Spanish-language updates and action steps and promoting the offerings through your other outreach efforts.” 
A nonprofit organization looking to establish loyalty toward its cause must focus on getting to know its audience, encouraging involvement and demonstrating a commitment to the Latino community. “The U.S. census identifies Latinos as a young population, indicating the majority has not reached their primary giving years,” thus the development of a thoughtful strategy for capturing Hispanic donors and volunteers has the potential to reap great rewards in the future.  Latinos who perceive themselves as valued, respected and an integral part of an organization’s agenda will prove to be an invaluable resource to nonprofits as they look to advance their worthwhile causes and efforts.
 Fundraising Success, Conference Roundup: Reaching the Hispanic Population
 Vanguard Communications, Understanding Trends in Hispanic Outreach
 Association of Fundraising Professionals, Diversity Essay: Latino philanthropy in the U.S.