All in the Family

Boomers and leading-edge Gen Xers are demanding intimacy from their charities of choice. Because the need for highly personalized service and treatment is greater, many organizations are maintaining state-of-the-science relational databases that provide one view of a constituent or family’s relationship with the organization — as volunteer, service recipient, event participant. At the same time, advances in production technology have provided communication processes and tools with high levels of customization, allowing communication with these households on a very personal level and providing specific, relevant information.