DONOR FOCUS Hispanic AmericansAn often overlooked market segme

"Hispanics are going to [have a response rate] 30 to 40 percent higher to any direct mail solicitation only because there's not a lot of competition in the mailstream," affirms Ray Lugo, president and founder of New York City-based Positiva, a dual-purpose Hispanic-marketing consultancy that offers corporate advice and produces educational videos to assist Hispanic immigrants. "Given the small volume of solicitations that Hispanics receive in the mail, an organization would benefit from tailoring a package to this community."