How do we better connect with Latinos?
By now, higher education is very aware (and scared) of the demographic cliff. The data shows that the only demographic group that will continue to grow is the "Hispanic/Latino" audience. What are some strategic optimizations and improvements a university can apply to its usual email sequences to reach them? What do you think works and what doesn't?
A few grounding facts.
The demographic cliff is real. There will be fewer 18-year-olds for the foreseeable future.
Within that smaller pool, the share of Latino students is growing and will continue to grow.
Latinos are more diverse than ever.
Most are U.S. citizens (meaning the U.S. is home).
They trace their roots to many countries (not all are Mexican).
Most speak English (not all speak Spanish).
College experience is rising (not all are first-gen).
So yes, you may need to adapt your messaging and channels. But no, it’s not a totally separate strategy—it’s more about expanding your current one.
Grouping Latinos together risks pushing them away.
I wrote about this from a personal lens for Ologie, but here’s the short version:
Because Latinos are so varied, when you group us, you alienate us.
Here's what that can look like:
Assuming everyone wants information in Spanish can make English-speaking Latinos feel less-than.
Calling all Latino students “students of color” can make white Latinos feel out of place.
Hosting a “Latino festival” focused on one country’s culture can make others feel unseen.
Talking as if “home” is elsewhere can make those born here feel unwanted.
Lesson: Never assume affinity from identity.
Show the many ways to belong.
Latino students care about the same things as everyone else: programs, financial aid, career outcomes, support. But when you talk about community, widen the lens.
Show the many ways students can find belonging—Hispanic Student Associations, Spanish-speaking groups, Latin music ensembles, religious celebrations, Latin American Studies minors, among all your other sports and extracurriculars.
They are multifaceted people, so let them connect with you in multifaceted ways.
Good strategy is inclusive strategy.
I don’t want to leave this unsaid. Some Latino students are first-gen, come from non-English-speaking homes, or need financial support—and yes, you need strategies for them. But those same strategies support all first-gen and low-income students. So build them with that wider lens.
For first-generation students, email may not be enough. Reach them at home—with print, media, or resources for the whole family.
Simplify your language, especially around financial aid and admissions requirements.
For students from low socioeconomic backgrounds, prioritize financial aid clarity, financial literacy, and debt management support.
This is not a Latino-only strategy—it’s simply good strategy.
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