Editorial: Nonprofits cultivate young givers

From the St. Helena (CA) Star

Coming to mailboxes, coffee shops and school offices near you on Nov. 1 is a new catalogue that definitely shouldn’t end up in the recycle bin.

It’s called the Napa Valley Give Guide. Its stated purpose is to match up donors and volunteers with local nonprofits, but that only begins to hint at its broader significance. It’s really the cornerstone of a creative long-term campaign to cultivate a new generation of philanthropists.

On its face, it’s a simple but ingenious concept. Modeled after a similar guide in Willamette, Ore., that raised almost $2 million last year, the Napa Valley Give Guide showcases 40 nonprofits and makes it easy to make a tax-deductible donation — just in time for the end of the tax year — to any or all of them.

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