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Age matters in fundraising. On average, older Americans give away more per capita each year to charity and give to a larger number of charities. Different age groups have different philanthropic interests. Have you looked recently at the demographics of giving to community hospitals? Different age groups respond differently to various giving mechanisms and have different drivers and different rationales for giving. If you’re not paying attention to age in formulating your fundraising strategies, you’re missing a huge piece of the puzzle.

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