Correspondence: Stephanie Roderick Williams, 394 Carleton Ave. Glen Ellyn IL 60137, USA. Phone: +1 630 474 9832; Fax: +1 312 377 8299; E-mail: stephanieroderick@hotmail.com

¹holds a Master degree in Nonprofit Administration from the University of San Francisco and a BA in psychology from Boston College. She has worked for numerous nonprofit organizations, including the World Society for the Protection of Animals and The Marine Mammal Center, where she was the Director of Annual Giving. She now lives in Glen Ellyn, IL and works as a fundraising consultant for Catch the Science Bug Foundation.

Received 17 September 2007; Revised 17 September 2007.

Abstract

This study aimed to learn more of the differences that may exist between the two most powerful groups of donors today, baby boomers (40–58 years old) and mature donors (59 and older), in an effort to help organizations improve fundraising efforts. Questions about the importance of organizational efficiency, program outcomes, and the desire for information were explored. This study entailed the administration of a mail survey of 2,000 donors.¹

Statistically significant differences existed between the following age groups:

• baby boomers and mature donors, where baby boomers valued information more than mature donors;
• young donors (aged 18–39) and baby boomers, where young donors valued efficiency less; and
• young donors and mature donors, where young donors valued efficiency less and outcomes and information more than mature donors.

This study confirmed that a majority of donors value organizational efficiency and outcomes and that most donors seek information when making a decision to give. It also revealed significant differences between age groups that may help fundraisers and policy makers improve their understanding of donor preferences and charitable giving.