Whitewater's research will put more flesh on the bones of what we know about the Boomer generation's charitable giving motivations, but the 'big picture' is already being quantified.

Jeff Brooks, on his most excellent Donor Power Blog (really a must-read for anyone in our industry - add your bookmark now) points us to this article in The Vancouver Sun.

The takeaway message:
"72 per cent of baby boomers (in B.C) want to know exactly where their charitable dollars are going before they hand over their cash."

(Emphasis ours)

Brad Bell