X Generation Xers

Customizing a fundraising campaign that speaks to every generation isn’t just a question of whether an appeal should be delivered by postman or sent electronically to an inbox. The method of delivery matters, but so does its message, Blackbaud enterprise solutions engineer Samantha Cohen said at a Blackbaud Delivers event held earlier this month in Philadelphia. “It’s not just mail for the older and e-mail for the younger,” Cohen said. “It’s about what you say.” Demographics affect retention Cohen explained that fundraisers must remember that each age group seeks a different relationship with the institutions it supports. “It is much more than

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