Spinning Date Into Donor Gold

For Whorton, the ideal “younger” target is just slightly younger than the average CRS donor: 45 to 54 on exchanged lists and 55 to 64 on compiled lists.

“We try to balance a desire to prepare for the future against short-term results,” he says. “If we simply focused on the people who are most likely to give, we could obviously face a shrinking universe over time.”