While fundraising is specialized work, in one way it’s like anything else – there’s always too much “must read” reading. But as is true of donors, not all articles and reports offer the same value. Some are nothing but glorified sales pitches while others are meaty but challenging when it comes to application. So in the next few blogs, we’ll look at some things that are worth your while to read and ponder.

Last March, Joanne Fritz wrote a short but meaty post for The Balance entitled Baby Boomers More Valuable to Nonprofits than Ever. While her six points are all relevant, two “big ideas” emerge:

• Baby Boomers are generous. This is backed up in article after article. And it should not be a surprise; after all, “disposable income” is a criterion for making a charitable contribution (unless you consider liking your post to be equal to writing a check or making an online donation). According to Blackbaud’s report, The Next Generation of American Giving, Boomers give 43 percent of the total amount donated to charity.
• Baby Boomers do not think they are old. Sure, they are thinking about retirement (or already retired) and desire to leave a legacy, but they don’t want to be reminded day in and day out that they are getting older. (They have worn-out knees and arthritic joints to do that for them) They are fit and active, enjoying the activities that they put off when they were working to build a career in their 20s and 30s. But a majority does need reading glasses. So your printed and electronic materials must be easy to read. Welcome Boomers to your nonprofit by making the means of entry a comfortably-sized font.

The Wall Street Journal, in writing about Baby Boomers supporting philanthropy, said that their giving “has the potential to change the way charitable organizations think about everything from mission to strategy to operations to accountability.”

Is your organization serious about communicating with Baby Boomers, or have you forsaken them on the altar of the Millennials? In today’s world, it can’t be either-or; Millennials are the future, but Baby Boomers are the present … and the more immediate future.

Are you still talking to them?