diversity is the new main stream
TRANSCRIPT
The Modern Family phenomenonTalking to multicultural and diverse audiences
easy nonprofit marketing.com
Anisha Robinson Keeys l Principal, Best Practice FundraisingDiana Cardenas F l Independent consultant, Easy Nonprofit Marketing
OnPoint2012 AMA/AMAF Nonprofit Marketing Conference. July 10, 2012 l Washington DC
Sunday, September 1, 2013
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Our changing reality
EthnicityAgeSexual orientationFamily rolesMarital status
credit: http://abcnews.go.com/WNT/video/modern-family-closer-real-families-16215994
different values!Sunday, September 1, 2013
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Nonprofits dilemma:
• How can we talk to our audiences, when they are diverse and multicultural?
• How to can we establish an honest and authentic dialogue with them?
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multicultural marketing
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• We can define multicultural marketing as those marketing activities we design specifically aiming to a diverse audience.
• Multiculturalism: preservation of cultures or cultural identities within a social group (family, city, nation)
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•As with all your target audiences, the FIRST step is segmentation
Where to start?
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Rule of GOLD
• Listen
• Identify common beliefs/values
• Get involved and interact (really)
• Learn and be honest
• Act/Ask
... if you like recipes...
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Case studies (retrospective)
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Reaching Colombians in NY...a cautionary tale!
• Listen: we didn’t
• Identify common beliefs/values: we assumed we knew them
• Get involved and interact (really): we arrived to impose our ideas
• Learn and be honest: we didn’t take the time to learn from the community
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Getting support for an untraditional organization
• Leverage the commitment of your strongest allies: their values
• Give them an opportunity to participate: easy, seamless, natural
• Ask and follow-up: spread the word and steward the outcome
...making the right connection
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• Marketing is NOT expensive or difficult. You just need to take the time to know and understand the audiences
you are trying to reach, to be able to align your own
objectives to the values of those audiences.
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Multicultural marketing is a necessity for any nonprofit trying to establish an honest dialogue with different audiences in our current world. Diversity is the new mainstream.
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Thank youAnisha Robinson Keeys l Diana Cardenas
easy nonprofit marketing.com
Sunday, September 1, 2013