In this article, the author talks about strategies for success in recruiting and retaining Hispanic students. One strategy suggested by Raul Lorenzo, account director for Bauza & Associates, a Hispanic marketing agency that helps colleges and universities recruit and retain Hispanic students, is that institutions need to speak to the heart as well as the intellect. Lorenzo has led many workshops and live webinars for educators who want to reach the Hispanic community, the fastest-growing segment of the U.S. population. His consistent message: recruiting campaigns must appeal to the Hispanic market in a culturally and linguistically relevant manner. Research shows distinctive differences in how Hispanics and non-Hispanics approach the higher education experience. It starts with the role of the family. Americans need to understand that in Hispanic households, the family makes the decision, and so Lorenzo advises people to recruit the family. However, recruiting is only the first step in helping Hispanics succeed in colleges. Once there, students must feel accepted and welcome on campus.