In this episode of The First Day from The Fund Raising School, Bill Stanczykiewicz, Ed.D., welcomes Morgan Jessup, Director of the Walk to End Alzheimer’s for the Alzheimer’s Association in Indianapolis. Bill opens with a reality many fundraisers know well: some of the nonprofit sector’s most generous donors are members of the Boomer and Silent generations, and normal aging can sometimes bring changes in memory, communication, and decision-making. More serious conditions, including Alzheimer’s disease and other forms of dementia, can create even greater challenges. Morgan explains how the Alzheimer’s Association supports families, caregivers, and communities while raising awareness and funding research through more than 600 Walk to End Alzheimer’s events across the country. She also reminds listeners that these events often serve as a “front door” to services such as caregiver support groups, educational programs, and a free 24/7 helpline.
Bill and Morgan then explore how fundraisers can distinguish ordinary forgetfulness from behavior that may signal a more serious concern. Misplacing keys once is one thing; repeated confusion about time or place, significant personality changes, missed commitments, inconsistent stories, or difficulty managing familiar responsibilities may warrant closer attention. Morgan encourages fundraisers to learn the Alzheimer’s Association’s ten warning signs and, just as importantly, to know their donors well enough to recognize meaningful changes. A single missed meeting may be nothing more than a crowded calendar doing what crowded calendars do. A consistent pattern, however, may suggest that the fundraiser should pause, observe, and consider whether the donor needs additional support.
The conversation becomes especially important when a donor experiencing possible cognitive decline wants to make an unusually large gift or proposes a contribution that does not match previous behavior. Morgan advises fundraisers to respond with compassion, transparency, and a person-centered approach. That may mean gently confirming the donor’s wishes, consulting trusted family members or advisers when appropriate, or seeking guidance before proceeding. She also recommends using the Alzheimer’s Association’s free 24/7 helpline, which is staffed by master’s-level clinicians who can help callers prepare for difficult conversations and navigate questions about dementia. Bill reinforces the central ethical principle: the gift is never more important than the donor. Protecting the donor’s dignity, autonomy, and well-being must remain the fundraiser’s highest priority.
Bill and Morgan close by emphasizing that nonprofits should not leave these situations to improvisation, crossed fingers, and a hurried hallway conversation. Organizations can prepare by including cognitive decline and donor vulnerability in gift-acceptance policies, establishing clear internal reporting procedures, and encouraging development staff to consult colleagues and leadership when concerns arise. Fundraisers should notice changes, document patterns carefully, seek expert guidance, and involve the donor’s support network when appropriate. The takeaway is both practical and deeply human: fundraising is built on relationships, and those relationships require care during every stage of a donor’s life. When cognitive decline enters the picture, ethical fundraising means slowing down, asking thoughtful questions, and remembering that generosity should always be met with compassion rather than pressure.
