Multicultural marketing definition. What do you believe multicultural marketing is? How USA has become a multicultural society? How we, as nonprofits, are affected by a multicultural reality? How can we react and take advantage of multicultural marketing strategies? Real life successful examples of nonprofits, companies, advertising in multicultural marketing.

1. The Modern Family phenomenon
Talking to multicultural and diverse audiences
easy nonprofit marketing.com
Anisha Robinson Keeys l Principal, Best Practice Fundraising
Diana Cardenas F l Independent consultant, Easy Nonprofit Marketing
OnPoint
2012 AMA/AMAF Nonprofit Marketing Conference. July 10, 2012 l Washington DC
Sunday, September 1, 2013

2. easy nonprofit marketing.com
Our changing reality
Ethnicity
Age
Sexual orientation
Family roles
Marital status
credit: http://abcnews.go.com/WNT/video/modern-family-closer-real-families-16215994
different values!
Sunday, September 1, 2013

3. easy nonprofit marketing.com
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?
Sunday, September 1, 2013

4. easy nonprofit marketing.com
multicultural marketing
Sunday, September 1, 2013

5. easy nonprofit marketing.com
• 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)
Sunday, September 1, 2013

6. •As with all
your target
audiences, the
FIRST step is
segmentation
Where to start?
Sunday, September 1, 2013

7. easy nonprofit marketing.com
Rule of GOLD
• Listen
• Identify common beliefs/values
• Get involved and interact (really)
• Learn and be honest
• Act/Ask
... if you like recipes...
Sunday, September 1, 2013

8. Case studies
(retrospective)
Sunday, September 1, 2013

9. easy nonprofit marketing.com
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
Sunday, September 1, 2013

10. easy nonprofit marketing.com
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
Sunday, September 1, 2013

11. easy nonprofit marketing.com
• 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.
Sunday, September 1, 2013

12. easy nonprofit marketing.com
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.
Sunday, September 1, 2013

13. Thank you
Anisha Robinson Keeys l Diana Cardenas
easy nonprofit marketing.com
Sunday, September 1, 2013