Smart ideas delivered every other Tuesday from Hartsook Companies, Inc.

February 7, 2006

One-size shoe does not fit all, nor does one-size fundraising. Yet fundraisers often apply a single approach across all generations - an easy trap to fall into, especially if the majority of major-gift support comes from those in their 60s and beyond.

Research continues to show what works well for those of the WWII generation might not resonate as clearly with Baby Boomers, and could be a serious disconnect with those even younger. So, as you build relationships with various age groups - and as wealth and giving leadership continues to transfer to Boomers and their children - refine your strategies accordingly.

WWII Generation

• Giving habits built around institutional trust and self-sacrifice
• Expect mass charities (such as United Way), and government, to do what is right
• Willingly give money to these organizations expecting that good will result
• Operative phrase: Trust

Baby Boomers (born 1946-1960)

• Raised in a time of growing wealth and security
• More self-centered yet tend to be idealists
• Institutional trust not automatic
• Focus on a few organizations that are smartly run with a mission that makes a specific difference
• Entrepreneurial philanthropy growing - involvement not just in funding, but also in running the organization in a business-like manner
• Operative phrase: Trust…but verify

Generation X (born 1961-1981)

• Raised in an environment of broken homes and broken promises
• Skeptics and doubters
• Fast movers and information overload common
• Do not trust easily but want desperately to make a difference
• Invest time and talents first
• Invest treasures second, perhaps aided by the fact that few have measurable disposable income
• Operative phrase: Verify…then trust

Generation Y (born after 1981)

• Still young in the philanthropic arena
• Early indications suggest a civic-minded generation
• Time and personal experiences will tell
• Operative phrase: To be determined

Another smart idea...From the Hartsook Best Practices Collection^SM

"Our stewardship reports include a written overview (from planning to clean-up and most of the steps in between), original copies of newspaper or newsletter stories and pictures, copies of ads, copies of testimonials we received and 15 to 20 photos that on their own would tell the story. Donors love this. This seems a much better way than a couple of pages of text with a cover letter. Most important, it vividly demonstrates the value and importance we placed on their gift." - Donna E. Bridges, Botanica, The Wichita Gardens (Wichita, Kan.)

If you're interested in Best Practices, check out these additional resources from Hartsook Companies:

• "Reality Fundraising: Proven, Practical Ideas for the Enlightened Fundraiser" by Bob Hartsook (2005, ASR Philanthropic Publishing). The book features great ideas, insights and lessons learned through hundreds of best practices from nonprofit professionals nationwide. To order the book, follow this link: http://www.asrpublishing.com
• "Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union
• "Another Two Dozen Best Practices and Great Ideas^SM," a special edition which features suggestions from 24 Hartsook Companies consultants
• "Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas

For a free copy of any or all of the "Best Practices" collections, please email Erika Turner, erika@hartsookcompanies.com or visit our web site at http://www.hartsookcompanies.com/bestpractices2.shtml. We also invite you to contribute your own best practice by emailing Tami Druzba, tami@hartsookcompanies.com.

Interested in Speakers?

Hartsook consultants are available to speak to your organization on a variety of topics. To read more, visit http://www.hartsookcompanies.com/speak.shtml or email Tami Druzba at tami@hartsookcompanies.com to discuss the possibilities.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,200 fundraising professionals bi-weekly. We welcome your contributions or comments. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Erika Turner (erika@hartsookcompanies.com). You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.