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Reaching a new breed of donors: Strategic communication for attracting baby boomers as major donors to public institutions of higher education

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Date Issued:
2000
Summary:
Maturing baby boomers are moving into prime giving years and, if history repeats itself, this generation will change the "philosophy of giving." These aging baby boomers will amass significant wealth either through inheritances or their successful businesses. It is therefore critical that professional fundraisers identify how to effectively communicate with the affluent members of this generation to develop them into major donors. Using a qualitative approach through in-depth interviews, this research examines characteristics and traits of baby boomers, identifying seven common themes that can be used to develop communication strategies. It concludes that affluent baby boomers demand accountability from charitable organizations and value meaningful experiences. They are focused on personal accomplishments and are deeply family oriented. Messages must be concise and delivered by those respected by the donor. High-tech media are preferred.
Title: Reaching a new breed of donors: Strategic communication for attracting baby boomers as major donors to public institutions of higher education.
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Name(s): Stephens, Katie Gustafson.
Florida Atlantic University, Degree grantor
Scodari, Christine, Thesis advisor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Issuance: monographic
Date Issued: 2000
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 109 p.
Language(s): English
Summary: Maturing baby boomers are moving into prime giving years and, if history repeats itself, this generation will change the "philosophy of giving." These aging baby boomers will amass significant wealth either through inheritances or their successful businesses. It is therefore critical that professional fundraisers identify how to effectively communicate with the affluent members of this generation to develop them into major donors. Using a qualitative approach through in-depth interviews, this research examines characteristics and traits of baby boomers, identifying seven common themes that can be used to develop communication strategies. It concludes that affluent baby boomers demand accountability from charitable organizations and value meaningful experiences. They are focused on personal accomplishments and are deeply family oriented. Messages must be concise and delivered by those respected by the donor. High-tech media are preferred.
Identifier: 9780599955936 (isbn), 12725 (digitool), FADT12725 (IID), fau:9606 (fedora)
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Dorothy F. Schmidt College of Arts and Letters
Thesis (M.A.)--Florida Atlantic University, 2000.
Subject(s): Baby boom generation
Educational fund raising
Gifts--Psychological aspects
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fcla/dt/12725
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.