The Quest for Younger Donors

We've all heard the argument that we need to target 20- to 40-year-olds because we'll have them on the file that much longer. Or because they'll be more likely to give to us when they're more ready and able to give.

I don't buy it. In the first place, it's cost-prohibitive from an ROI perspective to acquire 20- to 40-year-olds as donors, and while the second argument is tempting, there is no proof I've ever seen that engaging the youngsters makes them more likely to recall and support that same organization when they do become donors. Donor files are always aging. As they do, new generations take their place. Simply put, we need to stop targeting the people we wish would give and target the people who actually do give. Would McDonald's spend money targeting vegetarians because they are an under-represented audience in its stores?