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    October 15, 2008

    The Silver Lining

    Recently at dinner with some co-workers, we somehow started discussing Gen Y. Who is Gen Y, why do they give, etc. Even with three marketers at the table, we had a hard time agreeing on who exactly belonged in this generation and why. With Gen Y, it seems that the generation may not be defined as much by a year of birth, as by common behaviors and beliefs.

    When I got home that night, in my inbox was an email from a friend with a link to yet another great article talking about Gen Y and why we should matter, focusing on the workplace.

    This got me to thinking about the current market turmoil and the fear it has created in the nonprofit world. What does the current economic downturn mean for fundraising income? Will people keep giving?

    The pundits are telling us that those who are retired or close to retirement are holding on to their cash harder than ever, because there is less of it than they had planned on, so charities have to brace themselves.

    Perhaps with this economic downturn, this is the hidden opportunity for marketers to really try something new and make inroads with Gen Y.

    After all, we have not had time to save enough to lose it all in the markets, you don't have to mail us an expensive package, and talk to us the right away, and we'll get everyone we know to give you money.

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