The Quest for Younger Donors
Don't bother — unless you're sure you really know what 'younger' means.
● Rejoice in your older donors. Cultivate them well.
● Invest in a strong planned-giving program. Don't leave it to chance. Take half of the next bequest you get and fund a couple years of planned-giving work. It'll be the best long-term ROI you'll see.
● Choose your media channels wisely. If your best donors are 55+ (they are), make sure you communicate with them via their preferred channels — not your staff's preferred channels.
- 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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