Boomers Reinventing 50
Two interesting articles about Boomers came my way in the last couple of days. Maybe some insights here for fundraising messages.
The first, from Brandweek, discusses the new advertising campaign of AARP. It’s hard to imagine any outfit with a bigger stake in understanding Boomers and their aspirations. AARP does a ton research to inform itself.
Says AARP marketing chief Emilio Pardo: "This generation is at a moment in time where aspiration and setting goals so that you can live the rest of your life in the best way [possible] is a big issue. It means you’re not done at 50. Not only are you not done, but also the insights and experiences you gained throughout your life better prepare you to take the next step … We are redefining what 50 is, and that comes with the aspiration and belief that “I’m not done yet. I want to take advantage of my life. I want to move forward.”
I like the "I’m not done yet" theme. And it’s one that many nonprofits could adapt as they converse with older donors.
And this report from marketing firm Brain Sells delves into the Boomer psyche with observations that ring true to this Boomer. Here are a few …
- Boomers are at a time in life when they really don’t want to compromise their authenticity.
- For Boomers, process is at least as important as the end result. They want "the ride."
- Boomers like to inspire others. Help them feel helpful.
- Boomers have been around long enough to know there are few absolutes, little is black or white.
- Accentuate personal style over rote action or blind ritual.
- Boomers are oriented to the human dimension, that’s the only real thing. They can see the humor in most situations.
- What Boomers really dislike is feeling put upon by arbitrary power, feeling trapped, conned, boxed-in, and being thought of as one of the masses.
This profile fits most of the 60s street protesters I know.
Combine "you’re not done" with "and don’t let anybody tell you you can’t do it " and you have a message with pretty powerful appeal for Boomers, I’ll wager.
Tom
One response to “Boomers Reinventing 50”
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Tom – interesting that you should talk about AARP and their advertizing campaign: I just received some materials from them, having joined. very recently. Among their offerings are discounts on motorcycle insurance of all things. THAT told me I was in the right place. And it made me wonder how long that has been a part of their mix. It seemed pretty radical to me and told me very clearly that this is not my grandmother’s AARP!
When a nonprofit can keep that current it says a lot about the flexibility and capacity of their leadership. I was very impressed – to your point exactly.