DONOR FOCUS Hispanic AmericansAn often overlooked market segme

Results of the survey revealed the importance of the "ask" in increasing the participation of Hispanics in giving and volunteering. The proportion of Hispanic households that gave to charity when asked was 82 percent, compared to 81 percent for non-Hispanics.

But many experts say that the future of giving among Hispanic Americans is dependent on the ability of nonprofits to respond to the needs of the Latino community and on increased familiarity with and trust by Hispanics with organized philanthropy in the United States.