Donor Focus: Generation Y

“Look at the signer of your direct-mail letter. Is it relevant to this age group and, more importantly, is it relevant to the peer-group influence?

“Evaluate grassroots opportunities to communicate involvement. The Lance Armstrong [Foundation’s Live Strong] yellow bracelet is an effective example of garnering local involvement. The combination of Web, word of mouth, celebrity endorsement, peer influence and point of purchase at retail [locations] are all factors that helped fuel the demand for 30 million bracelets … and counting.”