Poder Latinx: Driving Voting and Donors Through Digital Ads

Poder Latinx is a grassroots organization that mobilizes the Latinx community in key states such as Arizona, Florida, and Georgia. With a mission to drive civic engagement and political power among Latinx voters, Poder Latinx works on creating and nurturing a long-term base of supporters and donors to ensure the sustainability of their efforts.

Project Overview 

To build on the work they did through their first grant from Progressive Multiplier, which grew their individual donor list through targeted ad testing with the Spanish media outlet El Tiempo, Poder Latinx is investing a second grant in expanding on their past success while also improving donor stewardship and acquisition with integrated voter engagement. 

Poder Latinx aimed to build a strategic approach to fundraising through their Spanish Media Conversion Independent Revenue Generation Project. The primary objective was to leverage Spanish-language media and digital platforms to engage new donors and cultivate relationships with existing supporters. This initiative was designed to increase unrestricted revenue and create a long-term fundraising model focused on grassroots support, specifically targeting Latinx communities through digital and on-the-ground efforts.

Key Strategies and Successes

Poder Latinx used a targeted approach using social media and digital ads to engage Latinx voters, mainly through a campaign run in collaboration with El Tiempo Latino Media. The campaign focused on driving leads and increasing donor engagement. The strategy included using Spanish-language content to connect with their target audience more effectively. Despite some setbacks, including staff transitions and technical issues with tracking donations, the campaign generated leads and drove interest among potential donors. A notable achievement was the collaboration between the Communications and Development teams, which helped bridge gaps and align the fundraising efforts.

Lessons Learned

Poder Latinx encountered several challenges during the project, including staff transitions that impacted the project's continuity. The loss of the Development Manager and Communications Director caused delays and hindered the execution of the campaign. Additionally, technical difficulties with pixel tracking prevented accurate donor tracking and limited the ability to measure campaign success in real time. The project highlighted the importance of having dedicated IT support and technical expertise, which small organizations like Poder Latinx often lack. Furthermore, the tight project timeline restricted the ability to fully capitalize on the initial strategy, underlining the need for more time to achieve the desired outcomes.

By The Numbers

From December 2023 to January 2024, the campaign produced an 11.62% lead conversion rate, surpassing the industry average by 2%. The cost per lead was 22.91% lower than the market rate during that period. These results underscore the effectiveness of Poder Latinx's targeted digital approach and demonstrate the potential for future revenue growth through Spanish-language media campaigns.

Looking Ahead 

Poder Latinx is optimistic about the future. The experience has provided valuable insights into donor engagement and the potential for growing revenue through grassroots efforts and Spanish-language media. Moving forward, Poder Latinx plans to refine its approach, focusing on sustained grassroots campaigns and small donor contributions. The organization aims to generate at least 10% of its revenue from these efforts, ensuring long-term sustainability and continued impact within the Latinx community. This initiative also set the stage for stronger collaboration between the Communications and Development teams, which will continue to play a key role in future fundraising efforts.

Poder Latinx is a civic and social justice organization dedicated to building and strengthening the political power of the Latinx community in key battleground states and nationwide. They lead a voter-integrated engagement program where all aspects of voter engagement, issue-based campaigns, leadership development, voting reform, and protection, and narrative change form a continuous cycle of political consciousness.