Conference Roundup: Reaching the Hispanic Population

“It is important to understand that, in general, Latinos are culturally hard wired differently,” Saray said.

He explained that fundraisers need to adjust the basic factors of marketing to accommodate the wide variety of language and customs within the Hispanic demographic.

“Americans expect an answer up front followed by supporting arguments,” he said. “Latin Americans first give the supporting arguments that lead down to the answer. This is not a language issue; it’s actually an issue that is strongly influenced by what is considered a persuasive argument in each region.”