Charities Urged to Change Tactics to Lure New Generation of CEO’s

West Coast business entrepreneurs like to support charities that take risks and strive for long-term, ambitious goals rather than easily achieved marks, says a new report.

“Philanthropy Now: Seeding the New Generation of Entrepreneurial Givers” bases its findings on hour-long interviews with 31 West Coast business leaders, such as Paul Brainerd, founder of Aldus Corporation and the Brainerd Foundation, and Gert Boyle, head of Columbia Sportswear Company. Measuring Results

The report says such donors expect charities to measure results carefully and provide a full accounting of their work, preferably in detailed written reports. And it says donors prefer to serve on committees charged with a specific task, such as overseeing human resources or capital drives, rather than on general oversight committees.

“There is an increasing awareness among foundations and not-for-profit organizations,” says the report, “that significant differences are emerging among the new generation of entrepreneurial givers in both attitudes and practices; and that these differences will affect whether, how, where and when they choose to give.”

To obtain a copy of the report — which was paid for mainly by the Oregon Business Council, Oregon Community Foundation, and the Software Association of Oregon — contact one of its authors, Charles B. Maclean, at 9601 N.W. Leahy Road, Suite 302, Portland, Ore. 97229-6343; (503) 297-1490; e-mail charlesmaclean@cnnw.net.

A summary of the report costs $30 for non-profit groups — $45 for others — plus $5 for postage and shipping. The full report is not yet available, but it can be ordered by getting in touch with Mr. Maclean.