The Uniqueness of Generations?
In an Agitator rarity, we give you the unabridged post of another, Bob Hoffman, whose profaneness is outdone only by an Agitator editor (or two).
Enough said, here’s Bob.
| One of the great idiocies of the marketing industry is the belief in the uniqueness of generations — Gen X is this…Millennials are that…Baby Boomers are the other.
It’s all bullshit generated by researchers to sell their “expertise” and maybe a few more research studies along the way.
|
One response to “The Uniqueness of Generations?”
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
This post is perfectly accurate! I’m saying that with the authority of 600,000 primary surveys we’ve conducted, in 152 languages, that prove the point.
People within a generational cohort (or ANY demographic cohort) share the same values, wants, needs and expectations ONLY 10.5% of the time. that means 90% of the time if you use demographic profiles to try and understand your target audience you will get it wrong.
Instead, we should segment people based on what drives their decisions: their core values. We launched the Valuegraphics Project to measure the core values of everyone on earth, and now that the database is complete it’s a kind of directory of why people do the things they do. Tons of free insights and information on our work at http://www.valuegraphics.com
Thanks for this post. It’s important that we keep working to #disruptdemographics because they don’t work, and they perpetuate stereotypes that fuel ageism, sexism, racism, homophobia…the list is long!
If we want to change the world we must start by changing the way we look at the world.