This Fall at CSU-Fullerton, we've been doing our best to get the name of Destino out to the general students population. One of the challenges we continually face doing ethno-specific ministry is, "how do we target Latino students or surface them from the thousands of students on our campuses"? If you're asking this as well, you're ready to do contextualized ministry. I wanted to share with you all one thing that we did that I felt was really effective at targeting and attracting Latino students on our campus this fall.
Horchata.
Horchata is a rice based drink that is incredibly popular in the Latino culture. While many non-Latinos like it, it is a drink that many have never heard of or tried. In the days of Coke and other sodas, drinks like horchata, jamaica, and tamarindo don't normally register for people even if their favorite taco stand has them readily available. We have used free horchata as a filter for those that might be interested in Destino. By offering free horchata for taking a survey, or even just for free to come talk to us, the vast majority of the students engaging us at the involvement fairs and taking our surveys have been Latino.
The great thing about this approach is that the principle is fairly universal. What are the things that would attract the typical Asian American student? Is there something that African American culture is aware of and enjoys that the rest of American society has missed. If you can find that one thing, you will see the numbers of students you are targeting for your movement increase dramatically. For less than $20 we got more than 70 names of students that are interested in hearing more about Destino from one event. Coupled with the survey we did with Cru that asks students to check a box if they'd be interested in a Christian movement serving the Latino Community and we have over 150 contacts to follow-up with this fall. I'd call that a win in an language.
No comments:
Post a Comment