The New Face of Donors

* Preferred Message Style: mediative and principled, with an undertone of pessimism.

* Financial Style: Having always lived in a world of inflation and having no memories of the Depression, they have a different understanding of money. This is the generation that saw money lose clout. More is worth less. Financial planning is viewed as a sign of status in its own right. However, they are coming out of the free-spending l980s to focus on non-materialistic values. They tend to buy first, pay later and like monthly payment plans and using credit cards.