Understanding and Engaging the Next Generation of Philanthropists, Part 1

The hard part is that donor behavior — thanks in large part to technology — shifts from generation to generation. The next wave of philanthropists — millennials (born in the 1980s and '90s) and younger — have differing ideals and aren't as engaged with direct mail as traditional donors; they reside mostly online, namely by utilizing social media. And social media is all about how many friends, followers and connections you have, and how you interact with them.