Wealth and Philanthropy in America

Swank said that the trick during a recession is to keep asking, and to ask for the right amount. The key to asking for the right amount is knowing your constituency and pinpointing which prospects have the greatest giving potential, she said.

Swank presented a convincing case that, even in a recession, the affluent in America are still giving. However, she quickly pointed out that their profile is changing. The typical millionaire is no longer a white, married man in his mid-50s. “He” is just as likely to be a she, to be younger and to be a minority.