The Generosity Boom is finally coming

Baby Boomers are the largest, healthiest, wealthiest, best-educated adult generation in U.S. history. They control 80 percent of all wealth and 70 percent of all disposable income in the nation. They spend more money than any other generation. (They actually spend more online than any generation!)

They’re more than twice as large as all the elder generations that gave faithfully through direct mail in the last century, when results were at an all-time high.

But more important, Boomers give more money than any other generation — fully half of all dollars donated to charity today. And their giving is growing faster each year when compared to all other generations.

If you’re a fundraising professional, you ignore Boomers at your peril. They’re your biggest opportunity for growth over the next 2 decades.

Connect with the large-and-in-charge Boomers

But how do you connect with this generation that has consistently done things differently from their direct-mail-loving parents? Better still, how do you engage Boomers in a way that creates faster, better and more sustainable revenue for your non-profit?

I want to help you answer those questions.

If you’re attending the National Catholic Development Conference (NCDC), I invite you to a special workshop I’m presenting with 2 highly qualified colleagues:

“The Coming Generosity BOOM”

      Tuesday, October 11, 3:15 pm – 4:15 pm
      At the National Catholic Development Conference
      Washington, D.C.

During this time, you’ll discover what I believe are the 3 keys to fundraising success in the next 20 years:

  1. Understanding Baby Boomer giving preferences and what effectively activates them to give time, talent and treasure.
  2. The surprising science that demonstrates that direct mail is still the most effective solicitation trigger today, even as the majority of Boomers are migrating online to actually give financially.
  3. Significantly increasing your engagement with Boomers, even as you decrease the number of times you ask them for money.

In this fast-moving workshop, my co-presenters and I will show you why the transactional approach that has dominated fundraising for the last century does not work well with self-interested, online-obsessed Boomers.

You’ll learn why to be successful in the next 5 years, let alone the next 20, you must “pivot” — radically change your marketing, shift away from transaction-centered to relationship-centered development.

In other words, to connect with the greatest giving generation ever, you must emphasize not just donor engagement, but BOOMER engagement!

We’ll show you how. And, we’ll have plenty of time for questions.

So, if you’re attending NCDC, I hope to see you there! You’ll find Masterworks at Booth 316. Come enjoy a cakepop and a lemonade or ice tea!

If you’re not attending, I’m always happy to share what I know. Email me at, and we’ll set up a time to talk.