Generation X

“[Direct-response] fundraisers need to find ways in which all media can be brought together — the new and the old,” Smith says. “This is a multitasking generation accustomed to myriad mediums. Communicating with them in that style certainly would resonate more strongly.”

The Internet effect
While many nonprofit organizations discount Generation X as being too young, skeptical and individualistic to make a real impact on fundraising, others see it as an opportunity to build relationships.