Grooming the Next Generation of Donors: An Interview With Miami Jewish Health Systems' Blaise Mercadante

FS: What advice would you give to organizations looking to engage younger donors and prospects? How must you communicate with them differently?
BM: First and foremost, gear a significant portion of fundraising programs and organizational deliverables to younger donors. They are the future. In doing so, make communication nearly instant and easily accessible — e.g., Facebook, Twitter or a blog. Lastly, ensure that your staff includes a diversity of viewpoints and a variety of ages, cultures and professional backgrounds. Too many organizations have homogeneity in their marketing and fundraising departments. You want healthy, creative conflict and the input from the young and from different cultures to help guide the way to the future.