Yes to Multichannel but Mix Depends on Audience

Blackbaud released a must-read report — findings from its Next Generation of American Giving study on charitable giving trends and engagement behaviors and attitudes across matures, boomers, Gen X and Gen Y. There are two critical findings I want to share with you ASAP: 1) It’s more important than ever to get to know your donor base and prospects, use your understanding to shape messages and choose channels, and to keep that understanding fresh. 2) Multichannel is the new normal, but the ideal mix varies from generation to generation.