Charities Must Focus on Multiple Ways to Reach Young Donors, Generation Study Finds
People in their 20s have been called the next “greatest generation,” the “trophy generation,” and even “narcissistic praise hounds.” For charity fund raisers, those people might be better known as the donors who are hardest to hold onto, according to the results of a study released on Monday. Members of Generation Y, the term most often used for this group, tend to be less loyal to an organization and hold high expectations for online attempts to attract them. But they also have a strong desire to help others and to raise money and attention from friends and acquaintances for their favorite causes.
Full text article by Caroline Preston is available via The Chronicle of Philanthropy, 3/15/10.
Labels: charitable giving research, donor motivations, donor trends, generational wealth

