Boomers: Bummed, Overcast, Sickly
The Boomer Project recently compiled some studies on the attitudes and outlook of the Boomer generation … you know, the ones you’re counting on for all that money in your fundraising plan.
Unfortunately, the data suggest that Boomers aren’t in a very upbeat state of mind. The Boomer Project uses adjectives like bummed, sickly, overcast, gloomy. In the four studies they looked at, the Boomer generation was consistently less positive than other generations. Noting their preoccupation with immediate stresses, the Boomer Project advises: "Boomers will respond to pragmatic marketing messages, not overly optimistic ones."
Might this mindset affect their willingness to give? Maybe … but "bad attitude" notwithstanding, surely you still gotta target them!
Tom
One response to “Boomers: Bummed, Overcast, Sickly”
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This is an interesting point and it hits right on a key point that throws many fundraising strategies off target. Data is critical, it certainly gives us the chance to make logical decisions. I do not question the key points you have made regarding boomers, I am one of them. However in fundraising, especially for the group giving you 90% of your money, it is important to remember that while groups of people are predictable individuals are not. This information is very helpful designing an initiative that is to go to a large block. Thanks!