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You have a powerful story, a worthy mission, and a cause that deserves to inspire action. But if your emails aren’t resonating with Latino audiences, you’re not just missing a few clicks—you’re missing the chance to build deeper connection, trust, and community impact.

Generic blasts won’t get you there. Your messaging needs to speak directly to Latinos’ values, culture, and lived experiences—with heart, authenticity, and respect.

Here’s the good news: Latino donors are more likely than non-Hispanic donors to click a link in an email. That means email isn’t just another touchpoint—it’s a real gateway to meaningful engagement and stronger fundraising outcomes.

Here are four tips to take your emails shout “¡Vamos!”

1. Speak conversationally

Latino audiences value authenticity and warmth. So, ditch the stiff, buttoned-up tone and talk like you would in-person—with warmth, clarity, and community at the core.

• Talk to and with your them, not at them
• Test Spanish or Spanglish when appropriate for bilingual audiences
• Root your message in values like resilience, justice, and generosity—the same values your Latino donors champion every day

TRY IT OUT: Use a tone like “Together, we can lift up nuestra comunidad. Every step we take, we take as one.”

2. Make it personal

Forget the “Dear Friend” template. Latino audiences respond when communication feels genuine, personal, and community-driven. Make every email feel like a conversation with a neighbor, not a transaction.

• Use first names in subject lines and greetings
• Reference past giving or event attendance when you can
• Use language that highlights family, community, and collective impact

TRY IT OUT: Craft a subject line like “María, your voice matters. Let’s make history together.”

3. Keep it simple

Latino readers are more likely to engage—but only if the path is clear and easy. Simplicity shows respect for their time and attention.

• Focus on one strong call-to-action (CTA) per email
• Cut the fluff, and use short copy that drives toward action
• Use bold, obvious buttons that link directly to donation pages

TRY IT OUT: Create a CTA like “Give meals today. Change a family’s tomorrow.”

4. Celebrate culture

Timing matters. Relevance matters. Culture matters. Latino audiences engage more deeply when your outreach honors meaningful moments on their cultural calendar and reflects what’s happening in their community in a timely fashion.

• Go beyond year-end appeals and weave in campaigns for key cultural dates like Three Kings’ Day, César Chávez Day, or Hispanic Heritage Month
• Celebrate community milestones, moments of pride, and shared challenges
• Always frame impact in ways that emphasize family and community strength

TRY IT OUT: Include messaging like “This Día de los Niños, give a gift that uplifts our future generations.”

The takeaway: Latino audiences are ready to listen. They’re ready to act. The real question is: are your emails ready to lead them there?

Make your email worth their click by meeting them where they are with relevance, heart, and simplicity.

Email isn’t just a marketing tactic for Latino audiences—it’s a conversation that builds trust, community, and real momentum for your cause. And when crafted with cultural insight, emotional clarity, and human-centric calls-to-action, yoru emails become a powerful tool to mobilize support.

Latino donors are ready. Meet them where they are with heart, relevance, and simplicity. ¡Vamos!

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.