Columbia House

Hispanic Fundraising Musts
February 21, 2006

Feb. 21, 2006 By Abny Santicola If you're not soliciting the Hispanic population for gifts, you're ignoring 10 percent of the market. So said Joan H. Smyth Dengler, vice president of direct marketing for childcare agency Covenant House, in a session on donor acquisition last Friday at the DMA Nonprofit Federation 2006 Annual Washington Nonprofit Conference. But if you are trying to fundraise from Spanish-speaking people, Dengler shared some advice on strategies that work best with this population. First and foremost, she said, is to come at donors with emotion, the top motivator for charitable gifts. In order to trigger emotions in