The Quest for Younger Donors

Now that senior baby boomers are turning 65, some nonprofits are again frantic that their boomer-rich donor files are aging and young people aren't giving. Some are even investing big bucks in trying to get 20- to 40-year-olds to give. And when it fails, they claim, in their most sincere revisionist tones, that the objective was really to engage and begin to build a relationship with these donors of the future. Puh-lease!