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April 17, 2025 Todd Bemis | 3 min read

5 Steps to Make Your Communication Channels More Latino-Centric

If your nonprofit wants to truly connect with Latino audiences, it’s time to go beyond the usual channels. Success isn’t just about what you say—it’s about where and how you say it.

Latino communities engage with causes in trusted spaces—where they feel culturally connected, emotionally invested, and ready to take action. Are you showing up in the right places?

Here’s how to level up your outreach and make sure your message lands, resonates, and drives action.

1. Tap into Trust: Leverage Community-Based Campaigns

Latino communities run on relationships—trust is everything. If your outreach isn’t community-driven, you’re missing out on one of the most powerful engagement tools out there.

Team up with trusted voices—local leaders, churches, cultural organizations, and Latino-owned businesses.
Encourage peer advocacy—word-of-mouth and personal recommendations go a long way.
Make it personal—stories, shared experiences, and real-life impact drive engagement.

When the right people champion your cause, support skyrockets.

2. Own the Conversation: Use Social Media to Mobilize Action

Latino audiences are highly engaged on social media—especially on Facebook, Instagram, and WhatsApp. These platforms aren’t just for scrolling—they’re for organizing, mobilizing, and building movements.

Create visually compelling, shareable content that sparks emotion and tells a powerful story.
Speak their language—bilingual or Spanish-language content boosts accessibility and connection.
Keep it real—Latino audiences connect with authenticity, not staged or generic messaging.

Social media is where movements start. If you’re not making an impact there, it’s time to rethink your strategy.

3. Build Credibility & Visibility: Get on Spanish-Language TV

Many Latino households trust Spanish-language TV—and networks like Univision and Telemundo still have massive influence. If you want to reach broad, multi-generational Latino audiences, TV is a game-changer.

Invest in Public Service Announcements (PSAs) or TV ads to boost awareness and trust.
Tell compelling, story-driven messages that stick with viewers.
Cross-promote smartly—direct TV viewers to your website, social media, or fundraising platform to turn awareness into action.

TV still holds power—don’t underestimate its influence with Latino supporters.

4. Show Up Where It Counts: Target Digital & Native Content

Latino audiences don’t just consume media—they engage with it. To get noticed, you need to be where they already are—on trusted digital platforms and culturally relevant news sites.

Advertise on Latino-focused websites and outlets that highlight civil rights, health disparities, and social impact issues.
Use native content—sponsored articles, in-content placements, and influencer partnerships—to weave your message naturally into trusted platforms.
Be intentional—lazy ad placement won’t cut it. Target your outreach to match Latino interests and values.

A well-placed message in a trusted space can go further than a thousand untargeted ads.

5. Make It Personal: Use Radio to Build Emotional Connection

Spanish-language radio isn’t just background noise—it’s a cultural staple. It’s intimate, trusted, and a direct line to the community. If you’re not leveraging radio, you’re missing a major engagement opportunity.

Find the right stations—target those with a strong Latino listenership, especially ones featuring community-driven content.
Craft powerful radio spots that paint a picture and drive home urgency and impact.
Go beyond traditional ads—partner with DJs, do live interviews, and sponsor community-driven programs.

Radio has the power to connect emotionally—when you use it right, people don’t just listen. They act.

The Takeaway: Meet Latino Audiences Where They Are

Here’s the truth: If your nonprofit is still using a one-size-fits-all communication strategy, you’re leaving Latino engagement (and donor dollars) on the table. Latino audiences are active, passionate, and ready to support causes that speak to them.

By showing up in the right spaces—with the right message—you’re not just reaching more people. You’re building deeper trust, stronger relationships, and real momentum for change.

It’s time to ditch generic outreach and go all-in on a Latino-centric communication strategy. Are you ready? Let’s make it happen.

Looking for more information?

For more information about how you can build stronger relationships with Latino supporters, check out our Nonprofits x Latino Supporters resources or contact us at info@thelukenscompany.com.