To support the United Way of Central Maryland (UWCM) in its mission to increase equity and improve lives, MDR conducted a comprehensive survey in 2024 to better understand the needs, perceptions, and service experiences of Hispanic residents and community leaders in Central Maryland. The study focused on Baltimore City and five surrounding counties (Anne Arundel, Baltimore, Carroll, Harford, and Howard) and aimed to assess awareness of UWCM, identify service gaps, and evaluate the effectiveness of outreach and marketing efforts to the Hispanic community. 

MDR collaborated with UWCM to develop a bilingual survey instrument that included questions on awareness of UWCM, use and need for services, community involvement, marketing preferences, and demographic characteristics. The survey was administered online using Voxco software between February 23 and June 14, 2024. Participants were recruited through multiple channels, including an online panel via Voxco Audience, direct community outreach (emails and flyers), and follow-up outreach to individuals who had contacted 211 services. All respondents were screened for eligibility at the start of the survey. A total of 201 surveys were completed. Approximately one-third of the surveys were completed in Spanish. The margin of error for the survey was ±6.9% at a 95% confidence level. 

MDR provided UWCM with a detailed summary report that included analysis of survey responses, key findings, and recommendations for improving outreach and engagement. The report also included advertisement testing results, which showed that UWCM’s campaigns such as “Spark Something Bigger” and “They’re Strong” resonated well with the Hispanic audience, with high percentages of respondents reporting that the ads grabbed their attention, inspired them, and made them want to donate or volunteer. 

This project stands out for its inclusive and culturally sensitive approach to research, including bilingual survey administration and targeted outreach strategies. It offers UWCM valuable insights into the needs and preferences of a growing and diverse population, and provides a strong foundation for future community engagement and service delivery efforts.