Fundraising Through the Years

Cohen added that the ROI for Gen Xers is more psychic than material. They don’t dwell on benefits and are well-positioned to be the most loyal group in decades.

“They are an interesting group to work with,” Cohen said. “They will respond to letters but not four-color brochures. If it’s cheaper to send brochures, tell them that. If you’re not meeting your (fundraising) goals, tell them — but do it in a positive light.