Feeling the Boom

“[Nonprofit organizations] have to prove themselves and prove themselves repeatedly,” Seiler affirms. “Baby boomers might think twice about giving repeatedly to an institution. They will consider whether or not their own needs have been met through previous gifts.”

Not only do boomers expect a high level of accountability from nonprofits, they also tend to favor small, local organizations over large, national ones — since they could readily see the impact of their gifts — as well as different types of charities. Where their parents give frequently to religious and faith-based charities, boomers direct their philanthropic attention to “greener” matters.