Adults Increase Social Net Use
Pew Research is reporting strong usage of social networking sites by US online adults.
Says Pew in its latest study:
“Fully 65% of adult internet users now say they use a social networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. This marks the first time in Pew Internet surveys that 50% of all adults use social networking sites.”
And regarding Boomers, our largest giving cohort:
“… among the Boomer-aged segment of internet users ages 50-64, social networking site usage on a typical day grew a significant 60% (from 20% to 32%). ‘The graying of social networking sites continues, but the oldest users are still far less likely to be making regular use of these tools,’ said Mary Madden, Senior Research Specialist and co-author of the report. ‘While seniors are testing the waters, many Baby Boomers are beginning to make a trip to the social media pool part of their daily routine.'”
So, Boomers are climbing aboard the social sites in appreciable numbers … 51% have now “ever” used a social site. Beginning to hold fundraising interest for me.
Tom
3 responses to “Adults Increase Social Net Use”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer
Are Boomers using SM to make donations to nonprofits?
What are your thoughts on why the 18-29 demographic is showing decreased use of social media? That seems like a more interesting data point than the continued trend toward older adult adoption.
I second Betsy’s question. What gives with the kids? Are they taking up the ancient art of letter-writing?