For most nonprofits, Baby Boomers comprise the most significant cohort of donors, and those giving the most significant gifts. Defined as those born between 1946 and 1964, Baby Boomers are currently the greatest economic force in giving and indeed, according to a 2015 study by Merrill Lynch, are projected to donate more than $6 trillion in the next 20 years. They are the ones leading capital and endowment campaigns, writing meaningful annual checks, chairing and attending fundraising events, and sponsoring programs. They are typically well known to the organizations where they have directed their support, and have been involved for quite some time.

As nonprofits look to future advancement and growth, eyes naturally turn towards the emerging generation of leaders and donors. Chances are, many of these potential supporters are younger – Generation X’ers or even Millennials. These new prospects might be current donors who need to be developed further or, more likely, new to the organization, to be guided into the role of lead and major donor. In today’s competitive philanthropic environment, the key to success is speaking simultaneously to multiple cohorts at once; staying consistent in messaging but tailoring and projecting that message across diverse platforms and channels.

Read the full article on the future of philanthropy by Avrum Lapin and Andrea Otto on eJewish Philanthropy