DONOR FOCUS Hispanic AmericansAn often overlooked market segme

Since the program launched in 1997, Covenant House has received a 2 percent response rate in acquisition from Spanish-language lists. It draws 1 percent from a similar package geared to the general market.

According to Smyth Dengler, Hispanic Americans compose roughly 10 percent of the organization's entire active-donor housefile. All told, Covenant House mails 1.75 million pieces annually to the Hispanic community — one million for acquisition, 750,000 for renewal — and is always testing new lists.