A Look Back — and Forward

Church: People under the age of 50 will be great donors, and USPS will still be here.

Barden: I suspect there will be fewer nonprofits due to mergers and an inability to raise enough money as large-scale programs to acquire donors are too costly (i.e., DRTV, direct mail) and lower-cost options do not generate enough new donors to cover losses due to attrition and weaker acquisition. The ones that are growing in 10 years will be focusing on multichannel (both “old-fashioned” and newer tools) and donor cultivation methodologies.