LOS ANGELES: In a bid to better serve older Hispanic Americans, AARP has hired a new director of Hispanic/Latino membership development.
Ismael Ortiz is charged with helping the organization conduct outreach to this key demographic, and will be based in Washington, DC. It is estimated that there are about 5.3 million Hispanics in the US aged 50 or older.
A primary part of the outreach will include creating partnerships with Hispanic community organizations and finding ways to increase and highlight the organization's relevancy to Hispanics.
Prior to joining AARP, Ortiz ran his own public affairs shop based in DC. He has also served as director of government relations for MBNA America Bank.
This is not AARP's only attempt at reaching older Hispanics. In 2003, it ran a direct-mail effort, and last year held voter information events.