Donor Focus: Generation Y

1. Personalize the message by ensuring that the content is relevant. Avoid personal elements that are gratuitous.

2. Prioritize your [e-mail and direct-mail] messages so that … your communication and your call to action ‘are above the fold.’

3. Think globally. Generation Y’ers are one of the first population segments that grew up with instantaneous access to news around the world. In general, they are keenly interested in global events and consequences.