Read the book that is changing the way alumni associations think about communications -- The Lost Generation. Written by non-profit marketing expert John Suart, the book makes the case for a change in thinking. Millennials are different. That’s the key takeaway from this book. They think differently, but more importantly, they live in different times than the Xers or Boomers. Universities need to change their advancement models to accommodate this shift. Really, it’s more a shift in thinking than anything else. The relationship the university has with Millennials isn’t something that can wait. Millennials are hurting and they hold their universities responsible to some extent. Until universities realize this they will burn through their Millennials until there are no more. The choice is clear. But so, too, are the actions. The threshold to take charge of this issue is very low. The question for universities is not if they can change their relationship with Millennials, but if they have the vision to do so before it is too late.