In the 1970s, I managed a retail flower shop in Bloomington. We actively courted the high school and university students. We created what they wanted at a price they could afford. Flowers and plants became a part of their lives. We were creating a broader customer base for our business. No business or organization can keep all clients. Some die, some move away, some become ambivalent. If you don't actively attempt to keep people interested in what you do, your base will decline. It's good business.

The same thing with whatever we do when we pursue donors (time and money). You must keep all age groups involved, one never knows who might be able to help you in the future.

Doing what we done means that we cannot be passive. I really hate the word, but we all must be proactive in all of our dealings.

When we're talking about annual funds and events (not major gifts) there are many times when younger donors have MORE dollars. Ask someone in their 20s and they have no problem shelling out $100 for a pair of pants or a night out. They don't have the monthly or daily commitments that people starting families have.

I used to have my ask amounts lower for segments of younger prospects. No longer! For many people in their 20s, it's insulting to ask for $20. If they care about your cause, they want to give and actually HELP.