DONOR FOCUS Hispanic AmericansAn often overlooked market segme

For example, a diabetes-research organization might use the carrier to briefly explain how Hispanic Americans are afflicted by the disease at an alarming rate, and that any charitable gift would greatly benefit the cause.

"From the onset, make sure Hispanic targets can feel and sense the urgency of the message," Lugo says, "and be very explicit in conveying that a prospect's donation — no matter the size — will have an impact, make a positive change and end up in the proper hands."