from Katya’s Non-Profit Marketing Blog:

‘Old’ donors give more – so do we stick to the same ‘old’ fundraising?

… focusing only the oldest donors is short-sighted, and we definitely can’t assume what has worked in the past will work in the future. The fact that “older” donors give more does not mean we should do the same old fundraising. Even the crowd here agrees on that: Boomers (who are not so ‘old’ for goodness sake) – and everyone younger – have a whole new set of expectations from their charities, from greater tranparency and accountability to a greater sense of engagement. We have to start changing how we fundraise now or we’re going to be irrelevant very soon – and for generations to come.