The Quest for Younger Donors
Don't bother — unless you're sure you really know what 'younger' means.
Russ Reid, the founder of the firm that still bears his name, smiled and said, "Stop worrying; they'll give when they turn 45." Sure enough, as they crossed the magic threshold, baby boomers have, indeed, become a most generous cohort and have fueled (and will continue to fuel) philanthropy for years.
- 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.
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