Charities Look to Unlock Boomer Giving as Generation Ages

The baby-boom generation has proven a tougher sell for charities than its parents and grandparents, but that could change as boomers push into their 60s, says The New York Times.

While baby boomers as a whole gives more than any other generation—about $47-billion a year—that is largely a product of its size and masks what research suggests is lower individual giving, said Robert F. Sharpe Jr., a consultant for nonprofit organizations.

Experts cited in the article say that boomers volunteer more than past generations but are more skeptical of traditional fundraising appeals. However, some expect boomers to open their wallets more as they age, particularly as they are likely to continue working and earning longer than their forebears.

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