DONOR FOCUS Hispanic AmericansAn often overlooked market segme

"A nonprofit organization that uses response lists for its English-language packages should only use Spanish-language response lists for a Hispanic mailing," Gonzalez says. "There is rarely any danger in using Spanish-only copy for Spanish-language response lists."

But Gonzalez points out that one challenge in mailing a Spanish-language or bilingual solicitation is the myriad sub-ethnic groups to consider. Members of the Spanish-speaking population in the United States can be characterized by their respective native lands: Mexico, Puerto Rico, Cuba, the Caribbean, and Central and South America. (Mexicans are the largest sub-ethnic group and account for two-thirds of the U.S. Hispanic population, according to Census data.)