Enhancing Hispanic Direct Mail

Enhancing Hispanic Direct Mail

Nov. 29, 2005

By Abny Santicola

Multicultural direct-marketing efforts should be in the language of the particular ethnic group; have clear, precise and simple messaging; and be accurately targeted to the right segment within that ethnic group, according to Vincent Andaloro, president, founder and chief executive of the Chesterfield, Mo.-based Latin Pak, a direct-marketing company that specializes in reaching the Hispanic population.

Andaloro's recommendations for nonprofits interested in pursuing Hispanics as potential donors include:

1. Light copy. Hispanics generally have more people in their family, so it takes more time to develop a relationship with a household, Andaloro says.

"Keep it a simple message that's precise and that's going to be able to have them understand it in a short read in a short time," he adds.

Spanish, he says, is 25 percent longer than English when written out, so that should be taken into consideration when forming direct-mail copy.

2. Give it flair. "Hispanics are very colorful people," Andaloro says. Dark, sedate ads don't work well when soliciting Hispanics.

"Keep it upbeat, lively and colorful, and if you're asking for money ... there are ways that copywriters or creative people can put their minds together to be able to have that be exciting to look at and to share," he adds.

3. Involve the family. Direct-mail pieces that speak to the Hispanic population's love of and connection to family stand a better chance of eliciting a response than those that don't, according to Andaloro. "If it's a request to raise money for children, what a great way to say, 'Hey, you know, you have children, we all support children, and this is what we're looking for to help a starving child,'" he explains.

Vincent Andaloro can be reached by visiting http://www.latinpak.com