Smart fundraisers are joining the “yold rush”

This is an important decade for fundraisers, because it is a peak time for the yold, — that is, the “young old,” as the Japanese call people between 65 and 75.

Read about this amazing group of people in The Economist, at The decade of the “young old” begins.

Yold is a life-stage, not a generation. The current crop of yold are all Boomers, but as each generation passes through their 65-75 stage, they will be yold too.

The yold matter to us because they mix characteristics we associate with the elderly with things we expect more from younger people. It’s a sort of sweet spot for charitable giving, for three reasons:

  1. They have, on average, more wealth than people younger or older than them. In fact, the current yold are meaningfully wealthier than past yold people. That means higher average gifts, and more donors in the mid-value and major donor categories.
  2. Fewer of them are retiring at 65 than in the past, so they are more active and busy and staying socially engaged.
  3. They are numerous (about 11% of the population of most developed countries, way up from what they were in the past).

There sometimes seems to be a weird sort of gold rush mentality these days, focused on Millennials. Wait until the Millennials turn yold — there will be even more of them than there are now! Do you want to go where the gold really is waiting for you?

Focus on the yold! Join the yold rush!

(Thanks to ArtsHacker for the tip.)


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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