DONOR FOCUS Hispanic AmericansAn often overlooked market segme

"And although it may be hard for native English-language speakers to believe," he adds, "it is possible to talk to all Hispanic groups in one generic voice — what the trade press used to call 'Walter Cronkite Spanish.'"

Whatever the approach, employing Spanish-language copy techniques can yield impressive returns. But remember, the Spanish-language version of the offer most likely will be much longer, depending on the translation.