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April 3, 2025 Todd Bemis | 3 min read

6 Ways to Optimize Your Fundraising Appeals for Latino Audiences

If you’re in the fundraising world and you haven’t thought about the growing influence of Latino donors, it’s time to change that.

Our recent national audience survey confirms what many of us already knew: Latino Americans aren’t just supporting social causes—they’re leading the charge. Across health equity, human rights, and global aid, Latino communities show a higher-than-average engagement in movements that create a more just and compassionate world.

Compared to their non-Latino counterparts, Latino survey respondents reported significantly higher engagement in:

Health and human services → +33%
Human rights and social justice → +93% (yes, you read that right)
International aid and relief → +44%

That’s not just participation—it’s commitment.

Many Latino families have been in the U.S. for generations, and their dedication to philanthropy, justice, and equity is deeply woven into their cultural values.

So how do you, as a fundraising professional, build stronger relationships with Latino donors and supporters? And here’s the real question: Are you speaking to them in a way that resonates?

If you want to engage Latino donors authentically, your message can’t just be about charity—it has to be about empowerment, justice, and breaking barriers. Here’s six ways to tweak your approach.

1. Lead with empathy and personal relevance

Latino donors are drawn to causes that directly impact people’s lives. So don’t just explain what your organization does—show them who it helps.

Frame your mission around healing, empowering, and uplifting communities.
Highlight real stories that showcase impact.
Make it personal—because for Latino donors, giving is often about family and community.

2. Speak about justice, not generosity

For many Latino donors, philanthropy is about righting wrongs and building a sustainable future. Your messaging should reflect that.

Use language that emphasizes fairness, systemic change, and equity.
When making donation appeals, use clear equivalencies (e.g., “A $50 gift provides legal assistance for a family facing eviction”).
Show proof of impact—Latino donors want to know their support is making a real difference.

3. Emphasize both local and global connections

Latino communities see injustice as interconnected. They care deeply about issues affecting their local neighborhoods and global communities.

Show how your work connects to both local and international struggles.
Highlight ways donors can make a difference at home and abroad.

4. Reflect Latino voices and culture

Representation matters—if Latino donors don’t see themselves reflected in your outreach, they won’t feel connected to your cause.

Use bilingual content when appropriate. Even for English-speaking Latinos, Spanish messaging can feel warm and inclusive.
Feature culturally relevant imagery and stories in your marketing materials.
If you have Latino leadership, highlight their voices—representation builds trust.

5. Improving access and breaking barriers

Along with fairness, highlight your organization’s role in breaking barriers, especially for marginalized groups and communities. Latino donors respond to causes that actively remove obstacles to opportunity—whether in education, healthcare, or economic mobility.

Show how your work creates pathways for those who have historically been excluded.
Highlight programs that improve access to critical resources, such as scholarships, legal aid, or healthcare.
Make it clear that donations aren’t just about charity—they’re about building a future where everyone has a fair chance to thrive.

6. Create action-oriented ways to engage

Latino communities have a strong culture of activism and volunteering, so don’t limit your engagement to donation asks.

Provide clear, actionable ways for supporters to get involved—volunteering, advocacy, peer-to-peer fundraising, etc.
Create spaces for Latino donors to connect, whether through community events or online networks.

The takeaway: Latino communities are shaping the future of giving.

Fundraisers, this is your moment. Latino Americans are some of the most passionate and engaged supporters of social change today. But to connect with them, your outreach needs to be thoughtful, relevant, and inclusive.

Because when you invite Latino donors into your movement with authenticity, they don’t just give—they lead.

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.