DONOR FOCUS Hispanic AmericansAn often overlooked market segme

"Think of Spanish as a 'hook' to convince prospects to give to your organization," Gonzalez says. "When you communicate in Spanish, you reach non-English speakers and you also attract English-speakers who appreciate your effort. Language can be a powerful selling tool."

Draw on affinity

For Covenant House, the largest privately funded childcare agency in the United States providing shelter and services to homeless and runaway youths, it wasn't hard to find an affinity within the Hispanic market.