The need for strengthening the fundraising strategies of nonprofit organizations that serve the elderly has never been greater. According to the Bureau of the Census' National Population Projections —— Annual Projections of the Resident Population by Age, Sex, Race, and Hispanic Origin: Lowest, Middle, Highest Series and Zero International Migration Series, 1999 to 2100, "As the baby-boom generation grows older, the number of people in the United States ages 65 years and over is expected to roughly double by 2030. Moreover, that age group is forecast to grow from about 13 percent of the total population in 2000 to 20 percent in 2030 and to remain above 20 percent for at least several decades thereafter." Trends also show that the population of citizens 65 years or older is growing more quickly than any other and living longer than ever before. Nonprofit organizations that work for the elderly will have to be prepared with consistent and creative fundraising methods so that they will thrive into the future.

Lorne S. Miller has written an accessible guide that tackles just that task in his book, Fundraising for the Elderly: A Development Primer for Homes for the Aged, Long-Term Care Facilities, and Seniors' Centres. Miller synthesizes his more than 35 years of experience as a social worker, long-term care administrator and professional fundraiser into this concise guidebook. Both the novice and veteran fundraiser should find this volume useful.

The book is divided into two primary sections. In Part I, Planning for Success, he details the essential elements that support successful long-term fundraising strategies. Miller examines methods of prospect research, various giving opportunities for donors, the value of fundraising leadership, ways to acknowledge and honor donors. Miller clearly defends his points by providing relevant examples, case studies, and stories from the field.

In Part II, The Strategic Fundraising Mix, he describes how to employ the principles of fundraising into an actual development program. Although this guide sometimes reads like any other guide to fundraising, Miller consistently reconnects the general concepts of donor acquisition, special events, donor commitment, planned giving with the specific issues of organizations providing elderly services. One of Miller's most interesting themes throughout this book is that organizations serving older people need to remember that their clients are also an important group of potential donors. Organizations should not limit their fundraising appeals solely to the children and grandchildren of their clients. Each chapter offers several useful checklists and sample letters that can help with developing a fundraising strategy.

Miller's straightforward suggestions for planning flourishing fundraising programs could not have come at a better time. The competition for donor support will continue to be challenging. This guide, nonetheless, helps to clarify, focus, and set a solid plan of action to begin strengthening organizations that serve the ever-growing elderly population.