OPINION Will you still love me tomorrow? Who will be the the real donors of the next 50 years?
Critical Fundraising
JANUARY 31, 2024
In the face of a “generational time bomb”, the recent ‘Tomorrow’s Donor, Today’ research challenges fundraising norms and advocates for radical changes. However, Giles Pegram takes issue with the research’s fundamental assumption, and asks if it risks becoming a self-fulfilling prophecy. There couldn’t be a more significant and existential issue faced by all fundraisers as how will donors act and behave in the future.
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