Leading Freedom (and Fundraising) Forward

The ACLU's membership, though large and loyal, was aging (average donor age was 63). McKay says the organization's major-gifts program was "unevolved," and there was really no strategy in place to significantly increase planned giving. There also wasn't a lot of outreach to younger donors. So while the membership had recently doubled in size to 550,000, it was stagnating as far as long-term funding was concerned.