All in the Family

Looking for value: Museums, zoos and science centers have long known that family memberships, sold at a discounted rate, are a draw for young families. This tactic also can be used successfully by organizations without a “gate” or entrance fee. If your standard annual membership is $15 for an individual, consider promoting a $20 family membership. It won’t require any additional benefits, and it might draw in more families at a higher-than-average gift.

Conveying ideals and values: At the same time, you can stress the role that the contribution plays in building the moral character of children, impressing upon them the principles of charity and responsibility. Millions of boomer parents are looking for ways to convey their own values and empower their children to continue their legacy of change. Family initiatives within organizations can meet this need.