It may be an exaggeration to say that hell hath no fury like a donor scorned, but it’s not a bad place to start.

Research by PR giant Ketchum shows that Baby Boomers, and Baby Boomer women in particular, are more likely than other demographic cohorts to make abrupt changes in their lives, including their consuming habits.

Baby Boomer women, you will recall, are the sweet spot for most charities’ donor rolls. Ketchum’s researchers urge brands (and we can include charities here) to re-introduce themselves regularly to Boomer women, and to never, ever take them for granted.

We know we have a donor retention crisis across the non-profit sector. Perhaps this is one more reason why.