‘HENRY’ stands for Higher Earning, Not Rich Yet. These are folks earning $100-$250k, although this includes a lot of two-income households.

I used to be one; however, now I’m neither higher earning nor rich … nor likely to be. Disqualified. But I digress.

This article, The Return of the Newly Affluent, describes some of the characteristics of HENRYs, a group in the sweet spot for many charities and nonprofits. After noting their demographic diversity, the article says: “The one universal truth about this group is that they are smart and careful with their money. They have to be: Hard hit by the economy and taxes, these high earners can’t afford to live extravagantly, although they do appreciate the finer things. It’s the reward for the hours of hard work these dual-earners have put in.”

What interested me was the brief discussion that followed about how HENRYs relate to brands.

“HENRYs want to enjoy that reward they’ve earned, so offer them a brand experience that feels rewarding. There’s a reason they favor brands like Banana Republic and Williams-Sonoma: These brands keep it simple and focus on quality in a manner that’s clear and honest. Both offer reasonable shipping options and return policies, and online coupons are frequently available. Also, both brands are status symbols, albeit low-key ones. And HENRYs may not admit it, but they seem to like those status symbols.”

Now, you might disdain thinking about whether your nonprofit brand is a status symbol … but try it. Is it one? Might it be? What would it take for it to be one?

Brands connote emotional connection. And that is, after all, what you want with your donor, isn’t it? Shouldn’t you aspire to have your donors ‘wear’ your organization with pride?

In another era, the proud bumper stickers on the back of the Volvo or the Volkswagen bus, just as much the vehicle itself, were part of the entire package defining who the driver was.

And in fact, the bumper sticker was a stronger affirmation of commitment to the cause than any donation given. Why? Because it was a public affirmation to the entire passing world of the driver’s identity. That’s not done without emotion.

Tom