A Tradition of Giving
Relationships with donors’ families help build generational loyalty to a mission.
As belts tighten and the cost of acquiring new donors increases, many nonprofits are recognizing the value of intergenerational fundraising — building on one donor’s loyalty to make new donors of the next generation of family members.
But too often, organizations get stuck in the mind-set of only focusing on older donors — the people giving now, Scar says.
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