Shake Off the Blues and Bring on the Boomers

The time to engage with boomers through a multichannel, constituent-centric approach is here. Not all boomers are the same, but they've indicated a strong tendency toward: 1) engagement via multiple channels, 2) desire for more information (yes, explaining what we do with their funds is more important now than ever), and 3) expectation of greater personalization of messages. We won't create that ideal of the holistic, donor-centric approach overnight, but we can certainly start by taking concrete steps in that direction.

Karin Kirchoff is vice president at MINDset direct. Reach her at kkirchoff@mindsetdirect.com. Jeff Regen is general manager of the nonprofit group at Merkle. Reach him at jregen@merkleinc.com