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

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.