The Boomer Brain
Here via Ad Age are some tips from the neuroscientists at Nielsen Neurofocus on communicating to Boomers … you know, the people with 70% of the net worth in America.
According to Neurofocus …
Color Within the Lines: Boomers can have trouble processing visual presentations that are too complex, and fail to see stuff around the borders.
Try Sound: Boomers are more likely to struggle retrieving words on the ‘tip of the tongue’, so brands should use mnemonic devices to aid memory.
Beware The Gender Gap: Boomer women do read, particularly competitive comparison ads, while men don’t respond to text-heavy ads.
And perhaps most pertinent to fundraising …
Don’t Threaten: Boomers are more likely to pay attention to positive emotion in ads, so scare tactics are less likely to work. They’re also less likely to fall for alarming messages like ‘last chance to buy’.
As a Boomer myself, I find I’m more receptive to marketing messages after a stiff bourbon. Then I’ll try anything.
Thanks to Stephen Hitchcock for the link.
Tom
One response to “The Boomer Brain”
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
Probably illegal to mail small shots of bourbon with each package, Tom. But the tests might be interesting!