The Quest for Younger Donors
Don't bother — unless you're sure you really know what 'younger' means.
Is your CEO concerned that your donor base is aging? Is your board pressing you to target younger donors? Are your younger staff members bemoaning the fact that your marketing materials aren't relevant anymore?
They're all wrong.
When I entered the direct-response fundraising world in 1985, everyone was terrified that donor files were aging and that the younger folks, dubbed "baby boomers," were not giving. What would we do?
- Companies:
- Russ Reid
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
Related Content
Why Donors Give, How to Boost Fundraising Response
Fundraising Intelligence for Nonprofit Marketers Cheat Sheet
The Three Keys to Future-Proofing Your Fundraising
2023: The Year to Start Loving Fundraising Again
7 Ways to Transform the Mid-Level Donor Experience
NonProfit POWER Covers Artificial Intelligence and Direct Marketing on Its Second Day
Comments
