Challenging Giving Perceptions: Generation Y vs. Baby Boomers Edit Title

When it comes to fundraising, there seems to be a frenzied dash to solicit Generation Y (also known as Millennials), comprising donors aged 18 to 32 years.

After all, the ALS ice bucket challenge raised millions; Barack Obama’s fundraising success of 2008 and 2012 targeting youth got him elected twice; and with the help of young people the Invisible Children’s Joseph Kony video went viral.
As a result, many charities are rushing to solicit younger groups, looking for that allusive new pot of gold. Before you jump on the bandwagon though, here are three facts to consider...

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