Joan H. Smyth Dengler

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

An often overlooked market segme By PAUL BARBARGALLO At 38.8 million, the U.S. Hispanic population continues to be the fastest growing ethnic market and accounts for roughly half of the nation's population increase of 6.9 million between April 2000 and July 2002, according to the U.S. Department of Commerce, Bureau of the Census. More than one in eight people in the United States are of Hispanic descent and, by 2010, Hispanic Americans will become the second largest ethnic group — following behind non-Hispanic whites. Strangely enough, despite an estimated spending power of $580 billion, Hispanics represent an under-served and often neglected market. "Hispanics

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