What Boomers Like
Here from USA Today is the latest article I’ve noticed about marketing to Boomers … you know, the folks who will be paying the bills of most nonprofits for the next three or four decades.
It offers commercial marketers several tips on how to tap into the typical Boomer’s psyche. I’ve made some adjustments …
Make them feel good — should be a no-brainer for nonprofits.
Make them feel hip — my advice … if you’re doing something new, out of the box, innovative … highlight it!
Make them feel smart — your nonprofit is the right choice, is it not? Your welcome package is a great place to do this.
Make them feel sexy — Help! I’m stumped on this one … what makes for a sexy nonprofit? Its celebrity patron is Angelina Jolie? Brad Pitt?
Make them feel hungry — tell your story with flair and they’ll want to know more and more about what you’re doing, why it’s working, the problems you’re up against.
Make them feel techie — maybe a bit counter-intuitive, but Boomers love their gadgets as much as anyone (and can afford them) … what do your email alerts/appeals and web pages look like on an iPhone?
Please, help me with the sexy one!
Tom
3 responses to “What Boomers Like”
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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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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 […]
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Make it sexy…help boomers feel good. Fit. Energized. Competent. Articulate. Competitive. Impressive. Aging, even with dementia, does not mean one loses his emotions or feelings. Or creativity. Sexy doesn’t mean emulating movie stars (keep it realistic). It’s about feeling worthy and able to contribute.
I agree Molly! Sexy is vibrant and engaged. I read that to mean that we don’t promote our nonprofit only as a beneficiary in their wills.
As a boomer myself, I can tell you that I am just as, or sometimes, MORE tech-savy than the ‘kids’ I work with! Don’t underestimate our ability to relate to today’s culture.