Relationships with donors’ families help build generational loyalty to a mission.

By Melissa Busch

In fact, some of his family members already are involved. His son sits on JNF’s board, and his grandson, who accompanied him on a JNF-sponsored trip to Israel, is attending more and more events.

“When I first asked him to go, he said, ‘Why should I go?’” Taylor says. “And then we went, and he said, ‘When you go again, let me know.’ It inspired him. It certainly changed his attitude.”