DONOR FOCUS Hispanic AmericansAn often overlooked market segme

Language as a selling tool

One of the most basic questions to consider when targeting Hispanic Americans is what type of lists to test, says Daniel A. Gonzalez, president of Daniel A. Gonzalez & Associates, a consulting and creative

services firm that specializes in the U.S. Hispanic market. The other is whether to present the appeal in English or Spanish (or both).