Breaking Language Barriers in Digital Fundraising
Project: Spanish-Language Year-End Campaign
Orange County Rescue Mission (OCRM) had long focused on English-speaking donors, but internal data revealed a missed opportunity: a growing community of Spanish-speaking families in Orange County remained unengaged. Despite having a strong brand and loyal donor base, the organization had never launched a campaign tailored to this audience. As year-end giving approached — one of the most critical fundraising windows — we saw a chance to not only drive revenue but also advance equity in donor engagement.
Impact
I led the creation of OCRM’s first-ever Spanish-language digital campaign, working closely with our bilingual copywriter to ensure not just translated — but transcreated — messaging. I briefed, launched, and optimized a set of Meta and Display ads that incorporated culturally relevant phrases, faith-forward language, and a clear, human-focused CTA.
The visuals were adapted from our highest-performing English ads but reworked with photography and color grading that felt more personal and resonant. Ad headlines included messages like:
“¡No pierdas la oportunidad de cambiar una vida!”
(Don’t miss your chance to change a life!)
Performance Highlights:
- 3.5x ROAS on Spanish ad sets (vs. 2.1x campaign average)
- 40% lower CPL on cold Spanish-speaking audiences
- Donor engagement tracked across donation pages with language-specific UTMs
- First-ever integration of Spanish-language creative in OCRM’s paid year-end strategy
- Campaign opened the door for future multicultural marketing conversations within the org
Creative Assets Included:
- Static and animated Meta ads
- Responsive Display banners
- Spanish-language donation page copy and custom thank-you flow
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