At more than 60 million strong, Generation X represents about a quarter of American adults. Of even greater moment to fundraisers, Xers are highly educated, high-earning, and skeptical of feel-good storytelling.
"You have to show them the numbers," says Dara Royer, chief development and marketing officer for aid charity Mercy Corps. "That’s what they want so see."
In this episode of Fundraising Fundamentals, Ms. Royer talks about how her organization is shaping its appeals to reach this overlooked demographic. She offers advice on producing content that balances narrative with the news, facts, and figures that demonstrate the impact Xers prize.
Listen to the full interview below, and see The Chronicle’s special report on drawing Gen X donors.