Chesterfield, Mo.

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.