Heather Costello

Fundraising professionals need to stay up to date on why multichannel marketing makes sense — both the know-how and the know-why. * True or False: If your donor or member base is 55+, you are safe to ignore the Web in your fundraising marketing strategy. Answer: FALSE. Young seniors (55 to 64) experienced the birth of the Internet in the workplace, and their online behavior today mirrors mainstream younger audiences. Retired seniors (65 to 69) have discretionary income and most own computers. Their online numbers are large and increasing, driven in part by their communication with grandchildren. Thirty-five million U.S. baby