November 27, 1997
Courting Tomorrow's Elderly
Charities revamp fund raising to reach baby boomers, but some groups are slow to make changes
Beech Acres in Cincinnati overcame one serious threat to its survival 20 years ago by transforming itself from an orphanage to a charity that helps abused kids. Now it is fighting hard again to insure that it will be able to reach donors in the new millennium.
The first sign that the charity's fund raising was in jeopardy came when direct-mail returns
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