How not to alienate your donors

If you think clearly about fundraising, you realize it’s largely a form of “elder marketing.” But that knowledge can lead you astray if you don’t know your audience. That’s the important point from the Direct Creative Blog at The dos and don’ts of marketing to today’s seniors.

Seniors nowadays have some different approaches to their seniorhood than previous generations. Boomers, especially, are entering old age not thinking of themselves as old:

… when you’re marketing to seniors, the first thing you have to remember is that you don’t call them “seniors.” And that goes double for terms like “old” or “elderly.” In fact, any direct reference to chronological age is a big no-no. People know how old they are.

This is a new thing. Youth culture being carried into old age.

Smart fundraisers speak into the conditions and psychology of their older audience without saying so. What you need to know is this:

• As we age, the right brain gets more dominant. Stories and emotional appeals become even more important for motivating action.
  
• Edgy, cool, modern design that you love is often just puzzling and annoying.
  
• Careful with pop-culture references and approaches. People over 60 have a different pop-culture reservoir.
  
• Eyesight deteriorates with age. Larger type and clean, clear layouts are necessary.
  

Do all that. Just don’t mention that you’re doing it because they’re old.