During the critical Thanksgiving, Christmas, and year-end seasons, Orange County Rescue Mission (OCRM) saw an opportunity to meet the region’s growing Hispanic community with intentional, culturally grounded messaging.
Engaging an Underserved Audience
Historically, the Rescue Mission’s fundraising efforts had not actively targeted Spanish-speaking audiences, leaving a sizable portion of their local community largely untouched. With Orange County’s Hispanic population continuing to grow, this presented both a mission-aligned opportunity and a path to donor file growth.
The team’s goal was clear: launch a campaign that would acquire new donors by speaking directly to this audience, not just in language, but in tone, imagery, and cultural values.
Building Creative from the Ground Up
To make this connection authentic, Masterworks didn’t simply translate existing campaign assets; instead, they created new ones tailored to the cultural language of 2nd and 3rd generation Latino Americans. We partnered with OCRM to create a dedicated Spanish-language digital campaign, complete with original display ads and strategic media placements designed specifically for Hispanic audiences in the region.
This culturally informed approach prioritized values like family, faith, and community, key themes that resonate with Hispanic donors. Every element, from imagery to copy, was crafted to reflect the heart of OCRM’s work in a personal and relevant way.
Real Growth, Real Connection
The campaign delivered strong results during the year-end time frame with:
- 2.2 million impressions
- 323 new donors
- 2:1 return on ad spend (ROAS)
When it comes to growth, cultural nuance is essential. For ministries looking to expand their reach, tapping into the richness of diverse communities isn’t just a marketing tactic. It’s a missional imperative.
