DONOR FOCUS Hispanic AmericansAn often overlooked market segme

Organizations such as Covenant House, Cystic Fibrosis Foundation and Oblate Missions are just a few of the nonprofits that have expressly targeted the Spanish-speaking marketplace. For those needing to catch up, Lugo advises a clear and direct approach.

"The average Hispanic American may very well lose interest if the outer envelope doesn't really express what the donor appeal is all about," he asserts, commenting on the pervasive use of blind outers designed to look like bills and overly cutesy or misleading teaser copy.