An Enthusiastic Call to Target Millennials as Givers: What’s It Worth to You?

By John Godfrey

Nonprofit Quarterly (NPQ)

The nonprofit space has long been a venue for the enthusiasms of this or that “thought leader” consultant entirely convinced of their own speculations and logic. Sometimes, it is exhausting.

“Move over old skoolers [sic],” says Lauren DeLisa, digi-cultural trend analyst, author, speaker, consultant and producer, in “Millennials are Disrupting The Art of Donating,” a piece in the Huffington Post.

“Miss this segment,” DeLisa says, “and anyone targeting giving will find themselves, quite simply, left out in the cold within an already frantic space.”Whoa, hold on! The demise of the Baby Boomers hasn’t happened yet. In part, DeLisa has been prompted, as she acknowledges, by Accenture reporting on “The Greater Wealth Transfer”:

While the ‘Great Transfer’ from the Greatest Generation to the Baby Boomers is still taking place, a second and even larger wealth transfer from the Boomers to their heirs is starting now and will continue over the next 30 to 40 year's.

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